Posts Tagged ‘Ronaldo’

I have critiqued the feminist concept of hegemonic masculinity before. The idea that there is a ‘masculine ideal’ that some men achieve and exploit, and others are oppressed by does not work for me. Also if there is a ‘hegemonic masculinity’ why is there not a ‘hegemonic femininity’. The concept relies on the idea that patriarchy exists, and necessarily is oppressive to women more than men.

I have also critiqued the feminist/academic blog Sociological Images. Its blindness to metrosexual men is particularly galling.

So I was interested when it came up with a cod analysis of some recent Superbowl ads, all featuring men. The description of Beckham’s H and M Bodywear video placed him as a beneficiary of ‘hegemonic masculinity’:

‘Tattooed, rugged, athletic, showcasing a lean musculature and menacing glare, Beckham embodies a hegemonic masculinity that would surely resonate with sporting audiences. And while not presented in this commercial, it is important to also note that Beckham carries other cultural traits that ad to his hegemonic masculine status – he is globally recognized, financially wealthy, and married to a woman who also holds currency in popular culture. This last point is critical. By being married, Beckham confirms his heterosexuality, and her extraordinary beauty and international popularity raise his standing as a “real man”.’

This is a stark contrast to [redacted] s analysis of the same ad a few weeks ago. He wrote:

‘In keep­ing with the trade­mark pas­siv­ity of met­ro­sex­u­al­ity in gen­eral and uber-metro Becks in par­tic­u­lar, the ad fea­tures much bat­ting of long eye­lashes, and arms held defence­less above the head, as the cam­era licks its lens up and down and around his legs and torso. Teas­ingly never quite reach­ing the pack­age we’ve already seen a zil­lion times on the side of buses and in shop win­dows — but instead deliv­er­ing us his cotton-clad bum, his logo and his mil­lion dol­lar smile.

I’m here for you. Want me. Take me. Wear me. Stretch me. Soil me. But above all: buy me.

All, curi­ously, to the strains of The Ani­mals: ‘Don’t Let Me Be Mis­un­der­stood’. Is it meant to be ironic? What after all is to be misunder­stood? Don’t the images tell us every­thing? Even what we don’t want to know. About the total com­mod­i­fi­ca­tion of masculinity.’

[redacted] does the unheard of as far as feminists are concerned, and points out how Becks is a ‘model’ in much the same way many women are. And if he is being ‘commodified’ in a ‘feminine’ way as women and their bodies are, how does ‘hegemonic masculinity’ even begin to relate to representations of him and other metrosexual men.

I agree with SocImages up to a point about Becks’ role as a married hetero, albeit totally tarty man. But whilst they seem to be saying his marriage to Victoria secures him a place at the top hegemonic masculinity table, I, influenced by Simpson, see it more as a failed attempt on his part to ‘vanquish the fag’ within. In his essays on Sporno [redacted] points out how stars such as Beckham rely on and court gay men fans, and the ‘gayze’. They are negotiating what is becoming a very complex ‘line’ between ‘gay’ and ‘straight’, ‘passive’ and ‘active’, ‘masculine’ and ‘feminine’.

Sure, uber-metro uber-famous uber-‘virile’ men such as Beckham ‘get away with it’ usually. But look at other heterosexual metro-men who have been ridiculed and ‘queer bashed’ by the press, including sportsmen such as Shane Warne  and Ronaldo and politicians like David Miliband. It is not as straightforward as Sociological Images make out.

Or as boring. Feminist discourse on gendered representation of bodies just makes me fall asleep!

They can take their hegemonic masculinity and stick it where the ‘patriarchal’ sun don’t shine!