Pluralist Masculinity: New Sexuals in Male Marketing

Traditional masculinity has been historically described by a set of attributes, behaviors and roles generally associated with boys and men, focused on physical strength and resourcefulness (Rosenberg 2008). However, this traditional view of masculinity began to change in the mid-1990’s with the introduction of the metrosexual (Simpson 1994), heterosexual men with traits and interests in fashion and personal grooming. This categorization of male-identity deviated from traditional manly-man definitions of masculinity. The emergence of this new classification of masculinity expanded the product categories being purchased by men, creating amply opportunities that proved profitable for marketers. Just as the metrosexual entered our culture, today, new classifications of masculinity have begun to emerge, namely lumbersexuals (rugged outdoorsman appearance) and spornosexuals (chiseled sexually athletic appearance). There are unique distinguishing differences between these, as lifestyle and identity categorizations of masculinity and male consumers. These differences create the context through which each classification can be understood including the representative imagery. Indicative of the changing dynamics of cultural male identity Holt and Thompson (2004) describes three models of masculine ideology. The Breadwinner Model epitomizes the working man. The Rebel Model, reflects men who stand apart from powerful institutions, independent anti-authority or antisocial outlaws. The Man-ofAction Hero Model is a hybrid of the first two models. Men in this model “embody the rugged individualism of the rebel while maintaining their allegiance to collective interests, as required of breadwinners” (Holt & Thompson, 2004, p.428). While these models still persist in certain dimensions of social culture, the rise of metrosexuality and the subsequent lumbersexual and spornosexual categories, indicate that a more appearance-based model of male identity has intruded on the traditional meanings, behaviors and consumption of masculinity. The purpose of this research is to explore the changing dimensions of masculinity and the normative depictions represented within the social culture. Further, we aim to extend existing knowledge of the classifications of masculinity by examining the emergence of new conceptualizations that reflect new categorizations or extensions of masculine identity. These classifications of masculinity present opportunities for marketers to developand expand product offerings to capture this segment. Yet, to capitalize on thesegrowing segments, marketers need a better understanding of these emerging viewsof masculinity and the accompanying lifestyle behavioral and consumptionpreferences. ReferencesHolt, D. B., & Thompson, C. J. (2004). Man‐of‐action heroes: The pursuit of heroicmasculinity in everyday consumption. Journal of Consumer Research, 31(2), 425-440. Rosenberg, B. C. (2008). Masculine Makeovers: Lifestyle Television, Metrosexualsand Real Blokes. In G. Palmer (Ed.), Exposing Lifestyle Television: The Big Reveal(pp. 147-57). Hampshire, England: Ashgate Publishing Limited. Simpson, Mark (1994). Here Comes the Mirror Men: Why the Future is Metrosexual.[Online] Available from: http://www.marksimpson.com/here-come-the-mirror-men/[Accessed: 25 May 2016].