State business: gender, sex and marriage in Tajikistan

This article examines the relation of the state to masculinity and sexuality by way of an exploration of the sexual problems of a young man and his wife in Tajikistan at the end of the Soviet era. It suggests that the regime’s inattention to this kind of issue was bound up with the importance to the state of projecting appropriate versions of masculinity. It further posits the idea that the continued refusal of the independent Tajik state to offer appropriate treatments for sexual dysfunction is consistent with the image of modernity President Rahmon wishes to present to the world. The article shows that as masculinity discursively occupies the superior gender position, with men expected to dominate, the state is itself impotent to respond when they are, in fact, unable to do so in sexual practice. However, the myth of male dominance persists to the point that it may prevent women from seeing beyond their subordination and finding mutually beneficial solutions in their familial and sexual relationships

The pragmatic-semiotic construction of male identities in contemporary advertising of male grooming products

[EN] This article aims to unveil how male identities are constructed in a corpus of male toiletry TV ads through a pragmatic and multimodal analysis of a set of implicit assumptions conveyed about the male participants in the ads. The validity of these assumptions is first empirically tested with a group of 10 male informants and then those implied meanings are bundled into thematic cores for their qualitative and quantitative description. Findings reveal that these ads still rely on stereotypical constructs and traditional discourses of what it takes to be a man. For example, men are invited to consume grooming products but reminded to do it the men's way. Men are also reminded of their sexual power to seduce and attract women with the aid of the product. Likewise, by portraying male ad personae in traditional manly activities while emphasizing their toughness and body strength, or their resourcefulness when faced with challenging situations, the ads portray a rather skewed view of contemporary men, which fails to take into account the myriad roles a modern man can play in contemporary societies.I am really grateful to the reviewers for their insightful comments and also to the editor of the journal.Saz Rubio, MMD. (2019). The pragmatic-semiotic construction of male identities in contemporary advertising of male grooming products. Discourse & Communication. 13(2):192-227. https://doi.org/10.1177/1750481318817621S192227132Alexander, S. M. (2003). Stylish Hard Bodies: Branded Masculinity in Men’s Health Magazine. Sociological Perspectives, 46(4), 535-554. doi:10.1525/sop.2003.46.4.535Attwood, F. (2005). ‘Tits and ass and porn and fighting’. International Journal of Cultural Studies, 8(1), 83-100. doi:10.1177/1367877905050165Rubio, M. D. 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Phallus, performance and power: Crisis of masculinity

Men’s sexual health concerns (SHCs) receive inadequate attention in research and health interventions. We explored meanings of SHCs, particularly sexual performance, in a qualitative study on male sexuality in Bangladesh. Five focus group discussions with key-informants and 50 urban and rural men were interviewed. Male superiority and power over women were proclaimed as ‘normal’ and ‘natural’. Men’s authoritative relations with women affect sexual acts where ‘real’ men need to be sexually ‘potent’ to demonstrate ‘sexual power’ through sustained penile erections, penetration and prolonged sexual intercourse. Without adequate knowledge of human sexuality, men deem ‘sex’ as another agency of power, dominance and governance. Sexual performance with a large-sized penis symbolizes masculine power to control women. Narrowly focused penetrative male sexuality relies on performance, which destroys the quality of sexual life and equality in relationships. In a patriarchal society, the discrepancy of gender-biased socialization creates an essentialist framework of male sexuality where phallus, performance and power are at the core of men’s SHCs, constructed in the context of market economy and technology. Thus, SHCs, products of men’s threatened masculine power, need to be re-conceptualized before any effective health programs are designed