Abstract
‘Masculinity’ is changing globally. We investigate the adjustments made by Chinese male models as they work in a domain that had previously belonged primarily to women. Using a liminal lens to view the models’ adjustments, the study discovered that they perceive themselves to be subordinated to other participants in the advertising industry: designers, makeup artists, directors, clients, and even female models. While the changing nature of ‘masculinity’ globally has created many more opportunities for male models, we found that the norms of the advertising industry require a major reinvention of the models’ self-perceptions of masculinity.
Original language | English (US) |
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Pages (from-to) | 252-265 |
Number of pages | 14 |
Journal | Journal of Global Fashion Marketing |
Volume | 7 |
Issue number | 4 |
DOIs | |
State | Published - Oct 1 2016 |
Keywords
- Liminal theory
- aesthetic labor
- male fashion models
- masculinity
- vulnerability
ASJC Scopus subject areas
- Cultural Studies
- Strategy and Management
- Marketing
- Management of Technology and Innovation