23/10/2012
Sophie Gomez
Sophie Gomez
Scope
In a world of blurring gender roles, a playful definition of 'what it means to be a man' is emerging, whereby men have the freedom to build their own definition from a range of discourses.
Moving away from traditional iconic figures of masculinity – the 'lone cowboy' Malboro Man, the sophisticated Don Draper, and the aggressive Gordon Gekko – men search to define what modern masculinity means. While some fear that this shift may result in loss of masculine identity, others embrace the change. Newspapers are flooded with controversial opinion pieces advocating everything from 'man up' to a 'new masculinity' approach.
Moving away from traditional iconic figures of masculinity – the 'lone cowboy' Malboro Man, the sophisticated Don Draper, and the aggressive Gordon Gekko – men search to define what modern masculinity means. While some fear that this shift may result in loss of masculine identity, others embrace the change. Newspapers are flooded with controversial opinion pieces advocating everything from 'man up' to a 'new masculinity' approach.
Industry : Advertising & branding Behaviour Demographics Psychology Semiotics
Location : Global
Location : Global
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