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Hard Looks: Masculinities, Spectatorship and Contemporary Consumption » (Reprint)
Authors: Sean Nixon
ISBN-13: 9781857285574, ISBN-10: 1857285573
Format: Paperback
Publisher: Taylor & Francis, Inc.
Date Published: June 1996
Edition: Reprint
Author Biography: Sean Nixon
Book Synopsis
Hard Looks is a fascinating examination of the new masculine imagery that has developed in relation to popular consumption over the last decade. The author skillfully investigates the development of this 'new man' imagery and its relationship to contemporary formations of masculinity and masculine culture.
Table of Contents
| Acknowledgements | ||
| Introduction | 1 | |
| Pt. I | Masculinities, commercial culture and cultural analysis | 9 |
| 1 | Representation, subjectivity and spectatorship | 11 |
| 2 | Men's markets, consumer sectors and flexible specialization | 21 |
| Pt. II | Menswear, retailing practices and the "new man" | 29 |
| 3 | New designs on men: menswear and the "new man" | 33 |
| 4 | Menswear and retailing practices: the case of retail design | 47 |
| 5 | Menswear and the spectacle of shopping | 61 |
| Pt. III | Advertising, market research and the "new man" | 73 |
| 6 | Acquisition, the stock market, diversification and globalization: institutional developments in UK advertising | 77 |
| 7 | "Who are we walking to?" Representations of the consumer in advertising research | 91 |
| 8 | Advertising and the "new man": creative practices, account planning and media buying | 103 |
| Pt. IV | Magazine culture and the "new man" | 123 |
| 9 | Looking for the Holy Grail: male readerships and the general interest men's magazine | 127 |
| 10 | From "The world's best dressed magazine" to "The men's magazine with an IQ": magazine journalism and new male readerships | 145 |
| 11 | Distinguishing looks: magazine fashion photography and the "new man" | 167 |
| Conclusion | 197 | |
| Notes | 211 | |
| Bibliography | 225 | |
| Index | 235 |
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