The Fantasized Masculinity: the Narrative to Construct the Masculine Ideal in Fantasy Sphere

In contemporary society, men have been encountering the major shifts in socioeconomic forces which threaten their masculinity and eventually contribute to the development of their anxieties. Apparently, men struggle to avoid these threats and also maintain their masculinity. This article explores the potential threats to men’s level of their masculinity and investigates their consumption phenomenon in which they employ symbolic consumption to construct their fantasized masculinity in their imagery. The narrative interview with collage is utilized to delve into informant’s experiences and feeling in their consumption fantasy. Interpretations conceptualize men’s fantasies in which they could accomplish their idealized masculinity through such consumption experiences as decoration, uniform violence, modification of car’s appearance and costume playing.


Nopporn Ruangwanit and Kritsadarat Wattanasuwan (2011) ,"The Fantasized Masculinity: the Narrative to Construct the Masculine Ideal in Fantasy Sphere ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 347-353.


Nopporn Ruangwanit, Thammasat University
Kritsadarat Wattanasuwan, Thammasat University


E - European Advances in Consumer Research Volume 9 | 2011

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