“Over-Conformists to Gender Norms: Anabolic Steroid Consumption Among Adolescent Males”

ABSTRACT

In socializing young men, we seek to instil in them the notion that physicality is a key criterion for measuring masculinity. Consequently, many males invest a great deal of effort into masculinizing bodywork, such as weight training. Perhaps the most serious development of men’s quest for muscularity is the consumption of anabolic steroids. Males—some as young as ten—are consuming drugs once largely limited to elite athletes. The purpose of this conceptual article is to illuminate how adolescent males’ consumption of anabolic-steroids contributes to, and is affected by, the relational process of defining masculinity and femininity.



Citation:

Andrew Dunne, Olivia Freeman, and Roger Sherlock (2006) ,"“Over-Conformists to Gender Norms: Anabolic Steroid Consumption Among Adolescent Males”", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 13.

Authors

Andrew Dunne, School of Marketing, Dublin Institute of Technology
Olivia Freeman, School of Marketing, Dublin Institute of Technology
Roger Sherlock, School of Marketing, Dublin Institute of Technology



Volume

GCB - Gender and Consumer Behavior Volume 8 | 2006



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