“Get Into Shape At Full Speed!” – Beauty Mythology, Commercialisation and Body Discipline

Abstract

Rad propituje transformacije i multiplikacije ideja, koncepcija i predodžbi muževnosti nastalih u kontekstu (konzumerističkog) mita o muškoj ljepoti. Naime, u skladu s predviđanjima Naomi Wolf, inicijacija u mitologiju ljepote i vječne mladosti posljednjih desetljeća više nije rezervirana samo za žene. Uz feminizam, svjetske ratove, promjene u svijetu rada, afirmaciju gay pokreta, snažan utjecaj na krizu hegemonijskog maskuliniteta i općenito na promjene u konstruiranju muževnosti imaju nastanak i uspon konzumerističkog društva. Konzumerizam je komodificirao muževnost. Krajem 1980-ih muškarci postaju komercijalna meta, pri čemu je dovedena u pitanje patrijarhalna dualistička matrica koja razlikuje »maskuline« i »feminine« kulturne prakse, odnosno proizvodnju tretira kao mušku, a potrošnju kao žensku aktivnost. Konzumeristička kultura (uspješno i profitabilno) manipulira slikama »discipliniranih tijela«, koja su »savršeno« oblikovana podvrgavanjem permanentnim režimima vježbe, reducirane prehrane, medikalizacije, estetskih intervencija i, općenito, naglašene brige za (vlastito) tijelo. U radu se recentne predodžbe muževnosti ilustriraju predodžbama muževnosti prezentiranim u globalno poznatom i popularnom magazinu za muškarce Men´s Health.The paper examines transformations and multiplications of ideas, concepts and presentations of masculinities in the context of (consumeristic) myth about male beauty. In fact, in accordance with Naomi Wolf´s anticipation, the initiation into beauty mythology and eternal youth has not been reserved only for women. Along with feminism, world wars, changes in world of labour, affirmation of gay movement, strong influence on crisis of hegemonic masculinity and changes in constructing of masculinity in general are connected with beginning and rise of consumer society. Masculinity is commodified by consumerism. In the late 1980s men have became commercial target, so patriarchal dualistic pattern which have made distinction between “masculine” and “feminine” cultural activities, specifically it have treated production as male, and consumption as feminine activity, have been questioned. Consumer culture has been manipulating (successfully and with profit) with the images of “the disciplined bodies” which have been “perfectly” shaped by permanent regimes of workouts, reduction diets, medicalization, esthetic interventions and, in generally, strongly manifested care for one’s own body. Recent images of masculinities are illustrated by images of masculinities presented in Men´s Health, global known and popular magazine for men