Crisis of Masculinity, Erotic Capital, and Male Grooming in the Sociology of Marketing Communications

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F20%3A%230000671" target="_blank" >RIV/04274644:_____/20:#0000671 - isvavai.cz</a>

Result on the web

<a href="https://www.communicationtoday.sk/crisis-of-masculinity-erotic-capital-and-male-grooming-in-the-sociology-of-marketing-communications/" target="_blank" >https://www.communicationtoday.sk/crisis-of-masculinity-erotic-capital-and-male-grooming-in-the-sociology-of-marketing-communications/</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Crisis of Masculinity, Erotic Capital, and Male Grooming in the Sociology of Marketing Communications

Original language description

Beauty is an objective reality, not a myth. For some time the biological sciences, sociobiology, and sociology have demonstrated the role of beauty as a factor influencing a number of life circumstances. Recently the theory of erotic capital has grown in sociological thought, which spreads and deepens the concept of human capital to include another important dimension. Erotic capital as a complex quality includes not only physical attractiveness, sexual attractiveness, social competence, temperament, sexuality, and a capacity for self-presentation. This capacity for self-presentation is dependent on the ability to groom, to care for one’s own appearance and body. The goal of this study is to demonstrate that this dimension of erotic capital has become a relevant life strategy for a male population as components of a formula for life success, and that they are willing to invest ever more funds in grooming. We are seeking to support the hypothesis that a relationship exists between efforts to increase one’s own attractiveness and desire for success. What can be identified as “male grooming” is a growing economic sector, supported by an ever more robust marketing industry. We have reached the conclusion that the media constructed narrative of male grooming can be effectively communicated as the potential to achieve a hegemonic masculinity, i.e. dominance and success in the socioeconomic dimension of life, which corresponds to the empirical findings of sociologists. It is thereby possible to respond to perceptions of male grooming as an expression of a crisis of masculinity, or rather of a submissive and marginalized masculinity unappealing and rejected by the heterosexual male population.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50800 - Media and communications

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2020

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Communication Today

ISSN

1338-130X

e-ISSN

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Volume of the periodical

11

Issue of the periodical within the volume

2

Country of publishing house

SK - SLOVAKIA

Number of pages

17

Pages from-to

18-34

UT code for WoS article

000593125500003

EID of the result in the Scopus database

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