Tags: bodies, gender, health/medicine, marketing/brands, body dysmorphia, masculinity, michael kimmel, reflexivity, subtitles/CC, 00 to 05 mins
Summary: This video advertisement directs viewers to a workout program that promises to give men the washboard abs of their dreams, but for sociologists, the ad simply underscores an emergent masculine ideal, which is neither timeless nor inevitable. Contrary to all appearences, the ideal may not be all that healthy either. • In his article "Masculinity as Homophobia: Fear, Shame, and Silence in the Construction of Gender Identity," sociologist Michael Kimmel traces the origins of masculine ideals in the United States to the eighteenth century, where men aspired to the ideal of a Genteel Patriarch, whose standing was based on landownership. The Genteel figure was refined and elegant, while also being sexual and strong. According to Kimmel, by the 1830s the Genteel Patriarch gave way to a new ideal, or what he calls the Marketplace Man. This figure "derived his identity entirely from his success in the capitalist marketplace, as he accumulated wealth, power, status." • Fast forward to 2015 and take stock of the above video advertisement from Six Pack Shortcuts. Johnny, "the Six-Pack-Abs" pitchman, begins by asking men to guess which muscle is "scientifically proven" to attract women. Johnny assures viewers with a knowing smirk that he isn't talking about the penis (After all, it would be unacceptably shallow and misguided to objectify and fetishize a particular part of a man's body!). No, he's referring to men's abs, and he claims to know because, well, science, and because he's the six-pack-abs-guy. He also quotes from Men's Health, which states that women know "a little excess midriff meat now means one sloppy, fat bastard in 10 years." • In the view of many sociologists who study masculinity, the Marketplace Man has given way to a new Supermale masculinity, which is an aspirational ideal that involves manipulating one's body, purging it of fat stores, and accentuating muscle striation. In a relational context, the Supermale affirms his status by high-fiving the bros, broadcasting short clips of his lifts, posting carefully lit selfies of his abs on social media, and by frequently using the hashtag #DoYouEvenLift. • Masculine ideals change over time, and the generation of men who strive to ascend the ranks of any given ideal simultanously avail themselves to new possibilities and vulnerabilities. To understand the masculinity of an era is to understand the sacrifices men are being enticed to make, as well as the widely-shared conseqences for making those sacrifices. Those who pursued the ideal of the Marketplace Man were vulnerable insofar as they directly pinned their masculinity to the viscissitudes of market capitalism, but what are the distinct vulnerabilities of men pursuing the ideal of the Supermale? The fact is that the Supermale is a largely unattainable ideal that may lead boys and men to develop body image concerns, or even body dysmorphia. Johnny, the six-pack-abs-guy, and the entire industry Johnny represents, excel at branding their products as healthy, but if those products promise to deliver an unattainable ideal, they may be doing more harm than good.
Submitted By: Lester Andrist
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