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The Male Body as Advertisement

Masculinities in Hispanic Media


Juan Rey

The Male Body as Advertisement: Masculinities in Hispanic Media offers a multidisciplinary view of the body of men, of its practices and attributes, of its features, and, most importantly, of its use as a persuasive and expressive resource. Just as it occurred with the female body, the male body has become an object of desire in some instances and an object of expression in others.
This collection of essays represents several developments in the field of communication studies. It is the first time that a study on the body of men in the Hispanic media has been carried out using film, television, internet, billboards, and so forth. This book also equates men to women in the media world. Lacking its own tradition, the male body has followed in the footsteps of the female body. It has been objectified, stylized, and transformed into a weapon of persuasion to reach the modern man.
The Male Body as Advertisement can be useful for students of communication, anthropology, sociology, gender studies, and cultural studies. It will serve graduate students as a bibliographic reference for research on the male body as well as undergraduate students whose programs address issues related to gender studies. This work is also written to reach a wider audience beyond the university.
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12. Translated Bodies: The Hyper-Ritualization in the Representation of the Male Body among Spanish Youth in Social Networking Sites



These are the roles that society assigns to you, right? A girl has to be more flirtatious, and it seems to be more acceptable that she takes selfies. It is less important, less noticeable when a girl takes a selfie than when a guy does. There are girls who are continually making selfies, and nothing happens. But then there’s a guy that does the same, and he is summarily labelled narcissistic (Adrián, 22 years old).1

Given that in social networking sites being requires being present for others, this chapter discusses the ways in which young people transform their body in media content for the sake of not only the desired projection of self in the eyes of others, but also as a strategy to be present to their contacts, in order to attract comments and to encourage interaction. In this self-production of body images, many youth recreate images of masculinity that are hyper-ritualized through advertising discourse, film, fashion and, in general, media discourse. These images suggest concrete ways of conceiving the male body as an object of the gaze, while they translate the habitus—borrowing an expression from Bourdieu—through the expression of a certain way of being-in-the-world that is reflected in the selection of music they share, what movies they recommend to their contacts, which brands they consume. All of this translates, specifically, in their appearance and in the way in which they...

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