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"I'm METRO, NOT gay!": a discursive analysis of men’s accounts of makeup use on YouTube

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"I'm METRO, NOT gay!" : a discursive analysis of men’s accounts of makeup use on YouTube. / Hall, Matthew; Gough, Brendan; Seymour-Smith, Sarah.

In: Journal of Men's Studies, Vol. 20, No. 3, 04.10.2012, p. 209-226.

Research output: Contribution to journalJournal articlepeer-review

Harvard

Hall, M, Gough, B & Seymour-Smith, S 2012, '"I'm METRO, NOT gay!": a discursive analysis of men’s accounts of makeup use on YouTube', Journal of Men's Studies, vol. 20, no. 3, pp. 209-226. https://doi.org/10.3149/jms.2003.209

APA

Vancouver

Author

Hall, Matthew ; Gough, Brendan ; Seymour-Smith, Sarah. / "I'm METRO, NOT gay!" : a discursive analysis of men’s accounts of makeup use on YouTube. In: Journal of Men's Studies. 2012 ; Vol. 20, No. 3. pp. 209-226.

Bibtex

@article{31528c3372354c979788e849714d5db5,
title = "{"}I'm METRO, NOT gay!{"}: a discursive analysis of men{\textquoteright}s accounts of makeup use on YouTube",
abstract = "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.",
keywords = "makeup use, metrosexuality , masculinity , discourse analysis , online identities",
author = "Matthew Hall and Brendan Gough and Sarah Seymour-Smith",
year = "2012",
month = oct,
day = "4",
doi = "10.3149/jms.2003.209",
language = "English",
volume = "20",
pages = "209--226",
journal = "Journal of Men's Studies",
issn = "1060-8265",
publisher = "Men's Studies Press",
number = "3",

}

RIS

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 - 1060-8265

IS - 3

ER -