Hard Looks: Masculinities, Spectatorship and Contemporary Consumption

Cover
Half Title
Series
Title
Copyright
Contents
Acknowledgements
Introduction
Part I Masculinities, commercial culture and cultural analysis
	1 Representation, subjectivity and spectatorship
		Subjectivity and subjectivization
		Psychoanalysis and spectatorship
		Practices of the self
	2 Men’s markets, consumer sectors and flexible specialization
		The UK economy, mass production and flexible specialization
Part II Menswear, retailing practices and the “new man”
	Introduction
	3 New designs on men: menswear and the “new man”
		Designer menswear
		The middle market on the move: Next for Men
		Mass market menswear
		Summary
	4 Menswear and retailing practices: the case of retail design
		Retail design and retailing strategy
		Design vocabularies and menswear
	5 Menswear and the spectacle of shopping
		Technologies of looking: retailing and the visual
		Shopping spectacle and the “new man”
		Conclusion
Part III Advertising, market research and the “new man”
	Introduction
	6 Acquisition, the stock market, diversification and globalization: institutional developments in UK advertising
		Agencies and financial institutions
		Summary
	7 “Who are we talking to?” Representations of the consumer in advertising research
		Demographics and the rise of qualitative research
		Lifestyles and psychographics in the 1980s
	8 Advertising and the “new man”: creative practices, account planning and media buying
		“The voice of the consumer in advertising”: account planning
		Media buying and advertising development
		Summary
		“Creative advertising” and the “new man”
Part IV Magazine culture and the “new man”
	Introduction
	9 Looking for the Holy Grail: male readerships and the general interest men’s magazine
		A new magazine market
		The style press
		The general interest men’s magazine: Arena and GQ
		Conclusion
	10 From “The world’s best dressed magazine” to “The men’s magazine with an IQ”: magazine journalism and new male readerships
		The Face: “The world’s best dressed magazine”
		Arena: “A new magazine for men”
		GQ: “The men’s magazine with an IQ”
		Conclusion
	11 Distinguishing looks: magazine fashion photography and the “new man”
		Town, menswear and fashion photography
		From buffalo boys to Edwardian gents: fashion photography and the “new man”
		Conclusion
Conclusion
Notes
Bibliography
Index