Guadarrama Rico, Luis Alfonso

Valero Vilchis, Jannet Socorro

Repositorio Institucional de la Universidad Autónoma del Estado de México

 ContentsIntroductionMuch more than Bodies 3Juan Rey I Cultural Bodies1. Mythical Bodies: Masculine Archetypes  of Classical Mythology in Advertising 13MaRía del MaR Rubio- HeRnández and JavieR lozano delMaR2. Naked Bodies, Clothed Bodies: Images of the Representation  of the Other in the Context of the American Continent 23MaRía del MaR RaMíRez alvaRado3. Dominant (and Dominated) Bodies: The Corporal Representation  of Masculine Domination in Advertising 31Manuel GaRRido-loRaII Beautiful Bodies4. Body and Beauty: The Cult of the Male Body in the Printed Press 43MaRía victoRia caRRillo duRán5. Obsessed Bodies: Influence of Advertising Male Models on Bigorexia 53caRlos FanJul PeyRó and cRistina González oñate6. Consumption Bodies: Cult and Virtual Representation  of Male Identity in Chile 63saloMé sola- MoRalesvi  contents7. Body of Desire: Homoerotic Representation  in Mexican Cable Television 75luis alFonso GuadaRRaMa and Jannet s. valeRoIII Political Bodies8. Combat Bodies: The Male Body in the Republican Posters  of the Spanish Civil War 89Juan Rey9. Body and Dictatorship: Masculinity in Post- War Spanish  Cinema as Expression of Francoism 101FRancisco PeRales bazo10. Bodies to Vote: The Representation of the Political  Candidate in the Election Campaigns 113víctoR HeRnández- santaolallaIV Spectacular Bodies11. Body Ch- Ch- Ch- Ch- Changes: Body, Identity and Stardom  in David Bowie 127david selva Ruiz12. Translated Bodies: The Hyper- Ritualization in the  Representation of the Male Body among Spanish Youth  in Social Networking Sites 139lucía caRo castañoConclusionDifferent Bodies, Different Men 151víctoR HeRnández- santaolallaNotes on Contributors 1552Body of Desire: HomoeroticRepresentation in MexicanCable TelevisionLuis Alfonso Guadarramaand Jannet S. ValeroAutonomous University of the State of MexicoIn most Western countries, sexual orientation has followed an unsound path. It has gone through different phases and has been considered in several ways: as a heinous sin, as an unnatural behavior, sometimes as a reversible condition, and other times, as an irreversible disease. In one case prosecutors were churchmen, in another, men of science. Finally, it has escaped from the consideration of anomaly, exiting the dialogue of pathologies in which it had been detained, for centuries, by clergy, doctors, psychiatrists, and conservative groups. At present, homosexuality as a loving sex-erotic lifestyle has been slowly gaining ground in the process of emancipation, social expression, and representation in the media. At each stage, there have been advances, setbacks, deep stagnation, and renewed impulses, which have led to gay liberation, although much remains to be done.The world of homosexuality, like other areas of life, is dominated by archetypes. In this sense, one of the ideas that has thrived in the social imagination is that a male homosexual is always effeminate, scandalous, prone togossip, with a sharp voice, a lilting gait, one who carries colorful attire, based on the color choice associated with garments for women; an individual who constantly wants attention and sexual encounters with any heterosexual man.Among his archetypal features, it also appears that in every sexual encounter, he wants to be penetrated by a heterosexual male. Thus, the passivity of the feminine takes hold, and is reproduced and recreated. These elements, which constitute the collective image of the effeminate gay, are fireproof materials. In many countries, they feed and help to fuel jokes based on mockery, sarcasm...Para seguir leyendo visite: www.peterlang.comLibrary of Congress Cataloging-in-Publication DataThe male body as advertisement: masculinities in Hispanic media edited by Juan Rey; translated by Francisco Uceda. pages cm. (Masculinity studies: literary .and cultural representations; vol. 5). Includes bibliographical references. 1. Sex role in advertising Spain. 2. Sex role in advertising Latin America. 3. Men in advertising Spain. 4. Men in advertising Latin America. 5. Masculinity · Spain. 6. Masculinity Latin America. 7. Hispanic American mass media. l. Rey, Juan.HF5827.85.M35 659. · ‘0455211 dc23 2015003312 ISBN 978-1-4331-2837·-0 (hardcover) ISB,N 978-1-4539-1442-7 (e-book) ISSN 2161-2692 Bibliographic information published by Die· Deutsche Nationalbibliothek.  Die Deutsche Nationalbibliothek lists this publication in the ‘’Deutsche  Nationalbibliografie; detailed bibliographic data are available on the Internet at http:/ /dnb.d-nb.de/. © 2015 Peter Lang Publishing, Inc., New York 29 Broadway, 18th floor, New York, NY 10006 www.peterlang.com All rights reserved.

Body of Desire: Homoerotic representation in mexican cable television

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Repositorio Institucional de la Universidad Autónoma del Estado de México