28.01.2014 Views

emmanuel reynaud holy virility the social construction of masculinity

emmanuel reynaud holy virility the social construction of masculinity

emmanuel reynaud holy virility the social construction of masculinity

SHOW MORE
SHOW LESS

Create successful ePaper yourself

Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.

'<strong>masculinity</strong>'. Perfume and elegance, once <strong>the</strong> prerogative <strong>of</strong> <strong>the</strong><br />

aristocrat and <strong>the</strong> bourgeois, have been democratised on <strong>the</strong><br />

body <strong>of</strong> <strong>the</strong> trendy young executive. The man who knows how<br />

'to live' nowadays is increasingly elegant, he has exchanged his<br />

plain white pants and vest for red, yellow or striped ones, his<br />

suits have got a little lighter and are cut to follow <strong>the</strong> contours<br />

<strong>of</strong> his body, his hair is longer and more attention is paid to <strong>the</strong><br />

style. What is more, he invariably leaves in his wake a fresh and<br />

discreet smell, <strong>the</strong> product <strong>of</strong> various syn<strong>the</strong>ses <strong>of</strong> modern<br />

chemistry.<br />

The market has kept pace. Boutiques for 'him' are opening and<br />

prospering everywhere; small local barbers with <strong>the</strong>ir clippers<br />

are being replaced, little by little, by much more sophisticated<br />

hairdressing salons; and on street comers, advertisements <strong>of</strong><br />

half-naked men showing <strong>of</strong>f <strong>the</strong> colours <strong>of</strong> <strong>the</strong>ir new underpants<br />

can be seen. But here <strong>the</strong> advertisers become very cautious<br />

again, <strong>the</strong>y know that <strong>the</strong>y must not go too far; in France in 1967<br />

an advertisement showing <strong>the</strong> blurred silhouette <strong>of</strong> a naked man<br />

in semi-darkness caused an outcry, and since <strong>the</strong>n too much<br />

masculine nudity has been avoided. It is a matter <strong>of</strong> not<br />

confusing <strong>the</strong> genders: <strong>the</strong> body which is plastered-naked over<br />

walls, photographed from every angle and in every position, is<br />

that <strong>of</strong> <strong>the</strong> woman― on <strong>the</strong> rare posters where man exposes his<br />

flesh, not only is he wearing underpants but he keeps his<br />

running shoes on or wears a grimace <strong>of</strong> physical exertion; and if<br />

by chance he risks a slightly suggestive pose, <strong>the</strong>n it is<br />

balanced by The Times in his hand.<br />

The beauty industry is cautious in its approach; for <strong>the</strong>m, it is<br />

not a matter <strong>of</strong> questioning <strong>the</strong> sex categories but <strong>of</strong> exploiting<br />

<strong>the</strong>m to <strong>the</strong> utmost and using any means available to play on<br />

<strong>the</strong> frustrations <strong>the</strong>se categories bring about. Thus, <strong>the</strong><br />

mechanisms for exploiting women through femininity have been<br />

highly polished and <strong>the</strong> dividends pay <strong>of</strong>f regularly; as for man,<br />

<strong>the</strong> <strong>of</strong>fensive is barely under way when already a new<br />

<strong>masculinity</strong> is rising over <strong>the</strong> horizon and it seems clear that to<br />

sell him 'a right to beauty', when he is bogged down in <strong>the</strong><br />

uniformity <strong>of</strong> his dress and hatred for his body, will prove to be<br />

an excellent prospect to exploit.<br />

[Man and his body / 27]

Hooray! Your file is uploaded and ready to be published.

Saved successfully!

Ooh no, something went wrong!