Marketing Cosmetic Masculinity

Rom Rasmussen, S. (Oplægsholder)

Aktivitet: Foredrag og mundtlige bidragKonferenceoplæg


In my paper, I will present work-in-progress considerations on the subject of men´s cosmetic appearance work and age management. Beauty and cosmetic treatments are in western culture inherently coded as feminine. However, in our advanced media and optimization culture, images depicting new norms and ideals for men’s bodies circulate in abundance, and men are increasingly encouraged to work on their looks (Bordo 2000, Holliday and Cairnie 2007, Coffey 2015). This produces numerous new meetings between the male body and cosmetic technologies such as injections with Botox and fillers, treatments with lasers and hair transplants (Atkinson 2008). Departing from the contemporary international rise in men´s use of cosmetic treatments and surgeries (ISAPS 2019), I will explore the cultural and commercial narratives surrounding these procedures and look at the ways in which masculine identity is negotiated in the context.
Periode7. feb. 2020
BegivenhedstitelECQI 2020
Grad af anerkendelseInternational