‘Manly tears exploded from my eyes, lets feel together brahs’: Emotion and masculinity within an online body building community

Discussions of crying and love are not what one might expect to find when examining interactions between recreational bodybuilders online. Gendered emotion ideologies, especially related to muscular masculinities, usually forbid men from exhibiting emotional vulnerability in front of other men, as emotional detachment is one of the ways gender hierarchies are maintained. Building on Connell’s concept of ‘hegemonic masculinity’ and Hochschild’s concept of ‘emotion management’, this article analyses emotional exchanges within an international community of male recreational bodybuilders: fans of Aziz Shavershian, known as ‘Zyzz’. We examine the meaning of emotions within the Zyzz fandom’s local hierarchy of masculinities, the expressive freedoms afforded by the context of their emotional interactions, and the strategies employed by Zyzz and fans to traverse masculine emotion ideologies that usually prevent men from expressing love and affection.

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Dadvertising: Representations of Fatherhood in Procter & Gamble’s Tide Commercials

Communication Culture and Critique ◽

10.1093/ccc/tcz002 ◽

2019 ◽

Vol 12 (1) ◽

pp. 72-89 ◽

Cited By ~ 1

Author(s):

Caroline F Leader

Keyword(s):

Hegemonic Masculinity ◽

Belief Systems ◽

Digital Age ◽

Gender Politics ◽

Domestic Labor ◽

Masculinity Studies ◽

Emotional Vulnerability ◽

Commodity Activism

Abstract In the digital age of branding when advertisements appeal to consumers’ belief systems, Procter & Gamble’s Tide uses ads that feature loving fathers doing the laundry. Building on masculinity studies and branding discourses, I explore representations of Tide’s dads as part of a wave of “dadvertising,” or advertising that uses fathers to represent ideal masculinity centered on involved parenting and emotional vulnerability. The advertisements in my case study show a spectrum of performance, from dads who justify their domestic labor with appeals to hegemonic masculinity to dads who seem at ease in historically feminized roles. All of these examples reveal dadvertising’s root in neoliberal gender politics and commodity activism, wherein evolving masculinities are personalized and commoditized into consumerist actions.

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From Local to Global: Positioning Identity of Yogyakarta, Indonesia through Cultural Paradiplomacy

Academic Journal of Interdisciplinary Studies ◽

10.36941/ajis-2021-0074 ◽

2021 ◽

Vol 10 (3) ◽

pp. 177

Author(s):

Sri Issundari ◽

Yanyan Mochamad Yani ◽

R. Widya Setiabudi Sumadinata ◽

R. Dudy Heryadi

Keyword(s):

Cultural Identity ◽

Qualitative Method ◽

Central Government ◽

Secondary Data ◽

International Community ◽

Primary Data ◽

Global Networks ◽

Global Positioning ◽

Research Findings ◽

Building Community

Building community perceptions of a cultural identity area is a challenge. Convincing the international community about the region cultural identity will be more challenging. Disseminating abroad to create a perception of a cultural identity area is one of many ways. This research aims to analyze the efforts of Yogyakarta to disseminate its cultural identity using cultural paradiplomacy. The research uses descriptive-qualitative method. It uses primary data from the Cooperation and Investment Agency and Cultural Office of Yogyakarta. It also uses secondary data from documents, reports, and articles about cultural paradiplomacy. This research findings are strategies to convince the international community about the cultural identity of Yogyakarta as follows: visiting foreign territories, participating in international events, attending global networks, and representing on behalf of the central government. Received: 11 February 2021 / Accepted: 4 April 2021 / Published: 10 May 2021

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