The Weight of the World: Consuming Traditional Masculine Ideologies

This paper explores the relationship between the body, masculinity and the consumption of body-focussed activities. It examines the meaning and importance of strength training for men. Strength training is of interest because its increase in popularity is occurring at a particular point in time when a growing number of men are experiencing insecurities over their masculine identities as a result of recent socio-economic changes. This paper proposes that men today are facing a dilemma in terms of masculine identity. This dilemma hinges on the growing objectification of the male body in the media and its cultural messages regarding masculinity.


Andrew Dunne, Olivia Freeman, and Roger Sherlock (2005) ,"The Weight of the World: Consuming Traditional Masculine Ideologies", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 138-142.


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


E - European Advances in Consumer Research Volume 7 | 2005

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