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The Male Body as Advertisement

Masculinities in Hispanic Media


Edited By 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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Notes on Contributors


Lucía Caro Castaño is a doctoral candidate in Advertising and Public Relations from the University of Cadiz with the thesis project “The mosaic identity as a subjectivity mode characteristic of digital social networking.” She received a degree in Advertising and Public Relations from the University of Seville, where she has researched on analyzing how identity is constructed in the context of online social networks, as well as on the changes introduced into social media in brand communication. Among her publications are “The mosaic identity. The incarnation of self in online social networks” (Telos 2012), “Strategies of convergence and disintermediation in spreading the video clip using mass self ” (Tripodos 2011) and several book chapters. She has taught at the University of Seville and currently belongs to the Department of Marketing and Communication at the University of Cadiz.

María Victoria Carrillo Durán received her PhD in Media Studies from the Complutense University of Madrid with the thesis “The influence of advertising and other social factors in eating disorders (anorexia and bulimia nervosa)” (2011). She also obtained a Bachelor of Arts in Advertising and Public Relations from the Complutense University of Madrid. Part of her research has explored the influences of communication and advertising. She has conducted research projects funded by agencies such as the Ministry of Science, Technology and Innovation of Spain (2007–2011), the Ministry of Foreign Affairs and Cooperation (AECID), Government of Extremadura (2003) and the Audiovisual Council of Catalonia (2005). In...

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