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En este artículo se estudia la representación discursiva de las identidades no normativas en un producto paradigmático de la industria mediática colombiana, la revista SoHo. Las preguntas que guiaron esta investigación fueron: ¿Cómo la revista SoHo (1999–2014) representa a las mujeres trans y a las masculinidades no normativas, en particular al metrosexual?; ¿qué estrategias discursivas son usadas para construir dicha representación?; y, ¿cómo la revista SoHo contribuye a cuestionar o fortalecer la cisheteronormatividad? Se sostiene que en SoHo se construye discursivamente a dichos individuos desde una mirada espectacularizante, reivindicando la cisheterosexualidad como natural y normal, y la masculinidad como propia del cuerpo del hombre cisgénero. Para demostrar lo anterior, se examinaron las estrategias discursivas utilizadas para construir dichas identidades a través de un enfoque interdisciplinar que combina los estudios culturales (latinoamericanos) y de género/queer con la lingüística queer. Este trabajo es un aporte para nuevas investigaciones en torno a la representación de las identidades sexo-genéricamente marginalizadas en la industria mediática colombiana.

This study explores how men make sense of their participation in the feminized practice of salon hair care. By placing white, middle-class, heterosexual men at the center of analysis, I investigate the meaning of beauty work for a population that has been overlooked in research on gender and the beauty industry. Specifically, I demonstrate that men embed their purchase of salon hair care in the need to appropriate expectations of white professional-class masculinity. Ultimately, these men reproduce raced and classed gender differences in the hair salon by resisting feminization while at the same time transgressing gender boundaries.

Metrosexual is a phenomenon of 21st century, which has challenged the traditional masculinity. Metrosexual is an affluent urban male, who spends a lot of their income on personal grooming. They are concerned about their appearance and are aware of all latest trends and fashion. The footprints of this sub-culture are evident around the globe. The growing sales of male grooming products are the indicators that how the traditional notion of men's identity is changing. This is a time where companies are spending money to cater the needs of the growing demand of male. This paper is a little endeavor to discuss the changing values of the society and the growing phenomena of metrosexual. The paper will discuss roots of masculinity and femininity, its development and the blurring of gender roles. Based on literature and published reports paper will discuss the various statistics related to sales and the increase of male grooming consumption around the globe. At the end paper will discuss that how metrosexual is a lucrative segment as the market of male grooming products is showing positive trend and as man has more disposable income.

En el 2014, el periodista Mark Simpson propuso el término “depornosexual”, un concepto que utiliza para referirse a una configuración emergente en representaciones del cuerpo masculino que puede aplicarse a la publicidad, las revistas, diferentes géneros televisivos (por ejemplo “realities”) y también el cine. Para Simpson, el concepto es una evolución del término “metrosexual” de los 90 y muestra representaciones que iconográficamente contienen elementos del deporte y el porno (especialmente el porno gay), caracterizadas por la centralidad de un cuerpo ostentosamente manufacturado. Las concepciones tradicionales de la masculinidad tendían a evitar todo tipo de pasividad erótica. Susan Bordo ha descrito en detalle el proceso por el cual las imágenes narcisistas y objetificadas del cuerpo masculino se han convertido en aceptables en los medios desde las últimas décadas del siglo pasado. Una nueva generación de jóvenes actores, tanto en España como en Hollywood representan a la perfección esta nueva tendencia en los modelos de masculinidad. El texto se centra en el caso de Mario Casas: en cómo negocia los rasgos del nuevo modelo de masculinidad y las implicaciones que este modelo tienen en su carrera. Ilustra cómo el modelo spornosexual además interpela a dos tipos de público devaluado por la crítica mainstream: las adolescentes y el público gay. Centrándose en la transformación de su cuerpo en el 2009, se estudia cómo Casas se sitúa cuidadosamente contra la virilidad tradicional.

This collection highlights the fluidity of masculinity in American popular culture at the turn of the new millennium and beyond by examining possibilities for male identity formation. Each chapter mines American popular culture -- theatre, film, literature, music, advertising, internet content, television, photography, and current events -- to pose questions about the process of gender creation and the contestation of masculinities as constantly changing political forms. The first section explores masculinities within late capitalism and includes studies of Seinfeld, Queer Eye for the Straight Guy, and reality television. The second section addresses identity when masculinity intersects with race, religion, disability, and sexuality, including chapters on Barack Obama, the O.J. trial, and popular movies.

Previous studies of facial skin-care usage in males have largely focused on intrinsic motivations involving confidence building, or gaining tangible benefits like skin lightening. However, this study will expand into the extrinsic motivations which can help to explain why male facial skin-care has become a fast growing business segment in contrast to its status of virtually non-existent a few decades back. Qualitative group discussion sessions of four groups with 8 respondents categorized by age and usage was conducted to aid the questionnaire set up for the quantitative research. The quantitative part of the research utilised 400 respondents divided into facial skin-care users and non-facial skin-care users exploring both extrinsic and intrinsic motivations on the use of skin-care for males in Bangkok. The findings showed that the perpetuation of marketing efforts promoting the metrosexual lifestyle and the greater acceptance of this lifestyle among reference groups enabled a confound shifting of socio-cultural attitudes. This change in attitude translates to changes in behavior, enabling the male facial skin-care segment to off-shoot from the pre-existing female skin-care segment and become a segment all of its own. The acquired knowledge regarding the extrinsic and intrinsic motivations for skin-care usage in males may be used by firms in other industry segments that are planning new innovations, to keep in mind that shifts in socio-cultural norms

This chapter examines queer representation in Thai cinema and the possibilities for the emergence of a movie scene that better reflects the diversity of queer life in Thailand. It examines movies with representations of male-to-female transgender kathoeys and male homosexuals, although tom-dee lesbians also appear in a number of the films. The movies considered are divided, first into a group of mainstream films produced by Thailand's major studios—Iron Ladies 1 and Iron Ladies 2 (2000 and 2003), Saving Private Tootsie (2002), Beautiful Boxer (2003), The Last Song (2006), Metrosexual (2006), Me . . . Myself (2007)—and second, into the category of independent films including Tropical Malady (2004), Rainbow Boys (2005), and Silom Soi (2006).

This chapter contains sections titled: Approaching Advertising Discourse from a Social Semiotic Perspective Studio5ive: A Website that Wants to Re‐Image Men Absolutely not for Women Refocusing the Male Gaze Cosmetics go Medicinal Conclusion References