Made available in DSpace on 2015-05-14T13:27:05Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 1523441 bytes, checksum: 01b343ec84908d06c5946afbb4604048 (MD5) Previous issue date: 2012-06-18 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / Since the middle of last century, the category of gender is no longer a sense of service to a policy of reproductive sex life in order to become the symbol of a crowd, serving to several possible theories. As a category that is based on the difference between the bodies, though traditionally these studies have been dedicated as a priority to women, the analysis of the male sphere becomes essencial for understanding the relational dynamics of the genre. Although contempt for the other side of the genre (explained by the historical context of enough tension within feminism), research on masculinity has become more frequent, because it has been realized that the relationships of domination also hurt the dominant actor. This inquiry continues in this direction and try to contribute to the deepening of studies of masculinity. Representations of masculinity are more diverse, so that during the process of writing this paper, we try to break the hegemonic model of male, showing that the forms of man have multiple variants, modifying itself according to social class, geographic region, race, religion, etc. Thus, in the world of social facts, one can speak of several men, not just one (as cultivates collective imagination). Among the archetypes produced man, this dissertation is dedicated to one in particular: the metrosexual. The representations of the male are undergoing significant transformations in the last two decades, especially with the rise of metrosexuality, a new male identity that is in dispute. It is noted, however, that the great forerunner of this new male image is advertising, since, being mass culture, this reflects ways of being extracted from society itself, encouraging them. So is the advertising discourse that materialize icons and signs which illustrate the formation of what is shaping up as a "new male profile". This inquiry is part of a survey that examines the representation of men in advertising, trying to observe how fragile is the talk of the metrosexual. Driving up, thus, a critique of consumption and new categories of gender. / Desde meados do século passado, a categoria gênero deixou de ser uma noção a serviço de uma política reprodutiva da vida sexual a fim de tornar-se o símbolo de uma multidão, servindo às mais diversas teorias possíveis. Como uma categoria que se fundamenta na diferença entre os corpos, ainda que tradicionalmente esses estudos tenham se dedicado de maneira prioritária à mulher, a análise da esfera masculina torna-se precípua para o entendimento da dinâmica relacional do gênero. Inobstante o descaso com o outro lado do gênero (explicada por um contexto histórico de bastante tensão dentro do feminismo), as pesquisas sobre masculinidade tem se tornado mais frequentes, porquanto se tenha percebido que as relações de dominação prejudicam também o ator dominante. Esta inquirição prossegue neste sentido e tenta contribuir no aprofundamento dos estudos de masculinidade. As representações da masculinidade são as mais diversas, de modo que, durante o processo de escrita deste trabalho, tenta-se romper com o modelo hegemônico de masculino, mostrando que as formas do homem possuem variantes múltiplas, modificando-se conforme a classe social, a região geográfica, raça, religião, etc. Assim, no mundo dos fatos sociais, pode-se falar de vários homens, e não de apenas um (como cultiva o imaginário coletivo). Entre os arquétipos produzidos do homem, esta dissertação dedica-se a um em específico: o metrossexual. As representações do masculino vêm sofrendo significativas transformações nestas últimas duas décadas, em especial com o surgimento da metrossexualidade, uma nova identidade masculina que se encontra em disputa. Observa-se, contudo, que a grande precursora dessa nova imagem masculina é a publicidade, visto que, por ser cultura de massa, esta reflete modos de ser extraídos da própria sociedade, estimulando-os. Assim, é no discurso publicitário que se materializam ícones e signos os quais ilustram a formação do que se vem configurando como um novo perfil masculino . Esta inquirição é parte de uma pesquisa que analisa a representação do homem na publicidade, tentando observar quão frágil é o discurso sobre o metrossexual. Conduzindo-se, destarte, a uma crítica do consumo e das novas categorias de gênero.

<p>The aim of this study was to identify what kind of masculinity is shown in 54 articles of the Swedish lifestyle magazine Magazine Café of 1993 and 2008, and in which way this masculinity may be different from eachother.</p><p>The study included four magazine issues of each year with analysis focus on main articles and abolishment of reviews and press items.  The method was semiotic analysis with focus on manly characteristics and stereotypes. </p><p>The result showed that the normative man pictured in Magazine Café in 1993 was a man’s-man interested in manly characteristic business as sports, outdoor adventures and women. Fifteen years later not much has changed. The manly characteristics are the same but they have been complemented with a man-by-man accepted and homosexually inspired vain.</p>

The aim of this study was to identify what kind of masculinity is shown in 54 articles of the Swedish lifestyle magazine Magazine Café of 1993 and 2008, and in which way this masculinity may be different from eachother. The study included four magazine issues of each year with analysis focus on main articles and abolishment of reviews and press items.  The method was semiotic analysis with focus on manly characteristics and stereotypes.  The result showed that the normative man pictured in Magazine Café in 1993 was a man’s-man interested in manly characteristic business as sports, outdoor adventures and women. Fifteen years later not much has changed. The manly characteristics are the same but they have been complemented with a man-by-man accepted and homosexually inspired vain.

During the last decade of the twentieth century both ’manhood’ and gender studies seems to have undergone changes. With the field of masculinity and the critical studies of men, added as ’subsections’ of broader gender studies, new knowledge has been produced to better grasp the production of gender and power relations of patriarchy. During the same decade as the ’metrosexual’ first appeared of the urban stage, acts of homophobia and attitudes towards ’manhood’ seems to have changed. The ’macho’ ideal from the eighties apparently gave way for a more inclusive and gentle masculinity and this ’softening’ of men resulted in ’the new man’ or ’new masculinity’. Brittish journalist and author Mark Simpson, who published the first ’obersvation’ of metrosexuality back in the nineties, now proposes that a new generation of metrosexual men have entered the international stage of masculinity. He calls them ’spornosexuals’. According to Simpson they are the heirs of the metrosexuals widened or feminized masculinity but instead of ’new man’ attitudes, fashion and grooming they focus their attention towards their own well chiseled, lean muscular and defined male bodies. This paper reviews academic texts on men, masculinity and the male body in an attempt to create a sociological understanding of the spornosexual expression and practice. / Under slutet av förra seklet verkade både ”manlighet” och genusvetenskap ha förändrats. Med nya fält som maskulinitet och kritiska mansstudier breddades studier av genus och ny kunskap har producerats för att bättre belysa produktionen av genus och patriarkala maktrelationer. Samma årtionde som den ”metrosexuella” mannen dök upp, verkade homofobi ha minskat och attityder kring manlighet förändrats. ”Macho-idealet” från åttiotalet hade till synes givit vika för en mera öppen och mildare maskulinitet, och denna mjukare manlighet resulterade i föreställningar om ”den nya mannen”. Journalisten Mark Simpson, som myntade begreppet ”metrosexualitet”, föreslår nu att en ny generation av metrosexuella klivit upp på den internationella maskulina scenen. Han kallar dem ”spornosexuella”. Enligt Simpson är de arvtagare av metrosexualiteten, men istället för mode och hår- och hudvård fokuserar de spornosexuella på sina egna välformade muskulösa manliga kroppar. Denna uppsats försöker genom akademiska texter om män, maskulinitet och den manliga kroppen sociologiskt belysa spornosexualitet.

Made available in DSpace on 2016-04-28T19:34:46Z (GMT). No. of bitstreams: 1 Angelo Alecsandro Dal Col.pdf: 5314134 bytes, checksum: c07680341d7d14cfb4cecd2c3d04a371 (MD5) Previous issue date: 2010-05-05 / Secretaria da Educação do Estado de São Paulo / The present study analyses the discursive nature of advertising and its implications to the man s changing into an object of consumption as of the appearance of the metrosexual term at advertising. To this analysis, a sample from the magazine Men s Health, that discusses about vanity without, however, designate man as a metrosexual, will be used. To study the discursive advertising aspects, we took as theoretical referential Perelman & Tyteca (2005) and Reboul s (2004) Rhetoric, because of the vast theoretical/methodological display offered by them.To the metrosexuality study, whose creator is the journalist and writer Mark Simpson (1994), we searched many articles, subjects and researches from sites, e-papers and magazines, like Veja, Época and ISTOÉ. Along of the study, many other authors had contributed to our theoretical basis and developed thoughts. The insertion of the metrosexual term at advertising, mainly, happened to persuade contemporary man to consume objects that provides for, above all, his own vanity, a fact that, without changing man in a female, approaches him a lot to significant and characteristic aspects from feminine world. We emphasize an important differential: masculinity is not supported by beauty (as the femininity), but by getting goods and the status which they give to man / O presente estudo analisa a natureza discursiva da publicidade e suas implicações retóricas para a transformação do homem em um objeto de consumo a partir da aparição do termo metrossexual na publicidade. Para tal análise, uma amostra da revista masculina Men s Health, que trata da vaidade sem, no entanto, rotular o homem como metrossexual, será utilizada. Para o estudo da natureza discursiva da publicidade, tomamos como referencial teórico a Retórica de Perelman & Tyteca (2005) e Reboul (2004), devido ao vasto aparato teórico/metodológico por eles oferecido. Para o estudo específico da metrossexualidade, cujo criador é o jornalista e escritor inglês Mark Simpson (1994), recorremos a diversos artigos, matérias e pesquisas contidos em sites, jornais eletrônicos e revistas, entre elas, a Veja, a Época e a ISTOÉ. Ao longo do estudo, diversos outros estudiosos contribuíram para a nossa fundamentação teórica e reflexões desenvolvidas. A inserção do termo metrossexual na publicidade ocorreu, principalmente, para persuadir o homem contemporâneo a consumir objetos para suprir, sobretudo, a própria vaidade, um fato que, sem feminizá-lo, muito o aproxima de aspectos significativos e característicos do universo feminino. Ressalte-se importante diferencial: a masculinidade não é apoiada na beleza (como ocorre a feminilidade), mas na posse de bens e no status que tais objetos dão ao homem