Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - "I'm METRO, NOT gay!"
T2 - a discursive analysis of men’s accounts of makeup use on YouTube
AU - Hall, Matthew
AU - Gough, Brendan
AU - Seymour-Smith, Sarah
PY - 2012/10/4
Y1 - 2012/10/4
N2 - The last two decades have seen a marked increase in men's self-presentation practices and the creation of a new identity category: "metrosexual" (Simpson, 1994, 2002). Here we examine men's makeup use, considered one of the more extreme indicators of "metrosexuality" (Harrison, 2008). We deploy a discursive analytic approach informed in particular by membership categorisation analysis (Sacks, 1972a, 1972b, 1992) to examine male makeup users' responses to a young man's online makeup tutorial posted on YouTube. In particular we focus on how the video creator and the respondents design and manage the accounts of their activities, paying particular attention to those gendered norms and categories invoked. What we find is that when contributors endorse or reference cosmetic use they invariably attempt to inoculate themselves against potential charges of being "gay"; our analysis highlights the strategies used to manage gender and sexual identities. In addition, we discuss the implications of the analysis for mapping contemporary masculinities.
AB - The last two decades have seen a marked increase in men's self-presentation practices and the creation of a new identity category: "metrosexual" (Simpson, 1994, 2002). Here we examine men's makeup use, considered one of the more extreme indicators of "metrosexuality" (Harrison, 2008). We deploy a discursive analytic approach informed in particular by membership categorisation analysis (Sacks, 1972a, 1972b, 1992) to examine male makeup users' responses to a young man's online makeup tutorial posted on YouTube. In particular we focus on how the video creator and the respondents design and manage the accounts of their activities, paying particular attention to those gendered norms and categories invoked. What we find is that when contributors endorse or reference cosmetic use they invariably attempt to inoculate themselves against potential charges of being "gay"; our analysis highlights the strategies used to manage gender and sexual identities. In addition, we discuss the implications of the analysis for mapping contemporary masculinities.
KW - makeup use
KW - metrosexuality
KW - masculinity
KW - discourse analysis
KW - online identities
U2 - 10.3149/jms.2003.209
DO - 10.3149/jms.2003.209
M3 - Journal article
VL - 20
SP - 209
EP - 226
JO - Journal of Men's Studies
JF - Journal of Men's Studies
SN - 1933-0251
IS - 3
ER -