Hard Looks: Masculinities, Spectatorship and Contemporary Consumption

Front Matter....Pages i-x
Introduction....Pages 1-8
Front Matter....Pages 9-9
Representation, subjectivity and spectatorship....Pages 11-19
Men’s markets, consumer sectors and flexible specialization....Pages 21-28
Front Matter....Pages 29-32
New designs on men: menswear and the “new man”....Pages 33-46
Menswear and retailing practices: the case of retail design....Pages 47-59
Menswear and the spectacle of shopping....Pages 61-72
Front Matter....Pages 73-76
Acquisition, the stock market, diversification and globalization: institutional developments in UK advertising....Pages 77-90
“Who are we talking to?” Representations of the consumer in advertising research....Pages 91-102
Advertising and the “new man”: creative practices, account planning and media buying....Pages 103-122
Front Matter....Pages 123-126
Looking for the Holy Grail: male readerships and the general interest men’s magazine....Pages 127-144
From “The world’s best dressed magazine” to “The men’s magazine with an IQ”: magazine journalism and new male readerships....Pages 145-165
Distinguishing looks: magazine fashion photography and the “new man”....Pages 167-195
Conclusion....Pages 197-210
Back Matter....Pages 211-241