Vulnerability or masculinity: Examining “Aesthetic Labor” from male fashion models’ perspective

Jie G. Fowler, Rongwei Chu, James W. Gentry, Himadri Roy Chaudhuri

Research output: Contribution to journalArticle

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 languageEnglish (US)
Pages (from-to)252-265
Number of pages14
JournalJournal of Global Fashion Marketing
Volume7
Issue number4
DOIs
StatePublished - Oct 1 2016

Fingerprint

masculinity
aesthetics
vulnerability
Personnel
labor
advertising industry
Marketing
self-image
artist
director
Lenses
Industry
Vulnerability
Masculinity
Aesthetic labour

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

Cite this

Vulnerability or masculinity : Examining “Aesthetic Labor” from male fashion models’ perspective. / Fowler, Jie G.; Chu, Rongwei; Gentry, James W.; Chaudhuri, Himadri Roy.

In: Journal of Global Fashion Marketing, Vol. 7, No. 4, 01.10.2016, p. 252-265.

Research output: Contribution to journalArticle

@article{fc92bfd1c9ed4f15ac86a2caa72903a6,
title = "Vulnerability or masculinity: Examining “Aesthetic Labor” from male fashion models’ perspective",
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.",
keywords = "Liminal theory, aesthetic labor, male fashion models, masculinity, vulnerability",
author = "Fowler, {Jie G.} and Rongwei Chu and Gentry, {James W.} and Chaudhuri, {Himadri Roy}",
year = "2016",
month = "10",
day = "1",
doi = "10.1080/20932685.2016.1204239",
language = "English (US)",
volume = "7",
pages = "252--265",
journal = "Journal of Global Fashion Marketing",
issn = "2093-2685",
publisher = "Taylor and Francis Ltd.",
number = "4",

}

TY - JOUR

T1 - Vulnerability or masculinity

T2 - Examining “Aesthetic Labor” from male fashion models’ perspective

AU - Fowler, Jie G.

AU - Chu, Rongwei

AU - Gentry, James W.

AU - Chaudhuri, Himadri Roy

PY - 2016/10/1

Y1 - 2016/10/1

N2 - ‘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.

AB - ‘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.

KW - Liminal theory

KW - aesthetic labor

KW - male fashion models

KW - masculinity

KW - vulnerability

UR - http://www.scopus.com/inward/record.url?scp=84982803454&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84982803454&partnerID=8YFLogxK

U2 - 10.1080/20932685.2016.1204239

DO - 10.1080/20932685.2016.1204239

M3 - Article

AN - SCOPUS:84982803454

VL - 7

SP - 252

EP - 265

JO - Journal of Global Fashion Marketing

JF - Journal of Global Fashion Marketing

SN - 2093-2685

IS - 4

ER -