Globalizing male attractiveness: Advertising in men’s lifestyle magazines in India

2021 ◽  
pp. 174804852199249
Author(s):  
Suman Mishra

This study examines the construction of new models of masculinity in men’s lifestyle magazine advertising in India. Using textual analysis of advertisements, the study shows how certain kinds of western masculine ideals and body aesthetics are being adopted and reworked into advertising to appeal and facilitate consumption among middle and upper-class Indian men living in the urban centers of India. The contemporary construction of upper and aspirational middle-class masculinity includes size and hypermuscularity, fair skin/whiteness, and a view of self as global ethnic. These types of constructions help to globalize the male body and masculine ideal while also privileging whiteness and class in the local and global arena.

Author(s):  
Minor Mora-Salas ◽  
Orlandina de Oliveira

This chapter demonstrates how upper middle-class Mexican families mobilize a vast array of social, cultural, and economic resources to expand their children’s opportunities in life and ensure the intergenerational transmission of their social position. The authors analyze salient characteristics of families’ socioeconomic and demographics in the life histories of a group of young Mexicans from an upper middle-class background. Many believe that micro-social processes, especially surrounding education, are key to understanding how upper-class families mobilize their various resources to shape their children’s life trajectories. These families accumulate social advantages over time that accrue to their progeny and benefit them upon their entrance to the labor market.


2021 ◽  
pp. 106648072110239
Author(s):  
Samta P. Pandya

This article reports a study on the effectiveness of WhatsApp-based spiritual posts in promoting connectedness and adjustment among ever-single heterosexual couples in nonmarital cohabitation in four global cities. In comparison with trivia posts, the spiritual posts had greater impact and were more effective for Christian couples, middle class, highly qualified, and professionals-salaried cohabitants. This was in comparison with Hindu–Buddhist–Sikh dyads, upper class, with college degree, and entrepreneurs. However, cohabitation duration, initial cohabitation experience with other partners, having children/cohabitation dependents, and near future marriage plans were not significant predictors. Gender also did not significantly moderate spiritual intervention responses as proposed in the previous research. Couple intervention outcomes were mutually interdependent and intervention compliance in terms of number of posts read and do-it-yourself exercises posted were robust predictors of intervention success. With some subgroup-specific refinements, WhatsApp-based spiritual posts would be an effective spiritually sensitive social work intervention for improving relationship quality of nonmarital cohabitants.


1971 ◽  
Vol os-18 (1) ◽  
pp. 24-28
Author(s):  
Charles F. Denton

The author feels that the development of a middle class in Latin America has been fostered by the effects of Protestant evangelism among the lower classes, which has spurred upward social mobility. But instead of becoming a positive force for social and economic reform, this middle class has become as reactionary as the small traditional upper class. This, together with the inability of most Protestant pastors to minister effectively to middle class persons and intellectuals, is a serious problem for the church in Latin America.


Author(s):  
Rachel Kranson

In the 1950s and early 1960s, American Jews wrestled with new models of masculinity that their new economic position enabled. For many American Jewish novelists, intellectuals, and clergy of the 1950s and early 1960s, the communal pressure on Jewish men to become middle-class breadwinners betrayed older, more Jewishly-authentic, notions of appropriate masculinity. Their writing promoted alternative, Jewish masculine ideals such as the impoverished scholar and the self-sacrificing soldier, crafting a profoundly gendered critique of Jewish upward mobility.


Author(s):  
Helena Ifill

The Lady Lisle features two near-identical boys from different ends of the social spectrum. The possibility of altering the development of their inborn natures through upbringing and education is explored and contested when the two are swapped by the villain, Major Varney. The upper-class child is sent to a middle-class school where he is raised in such a way as to negate detrimental qualities which initially seemed innate. Contrastingly, the lower-class child, James, impersonates the true heir and proves to be selfish, violent and eventually murderous, like his father. Yet it is never entirely clear to what extent James’s behaviour is due to heredity or to his emotionally abusive upbringing. A shift in narrative tone is identified which moves from making allowances for James due to ‘nurture’ towards castigating him as bad by ‘nature’. In this way Braddon raises questions about the malleability or fixity of the personality, about how we define, recognise and value naturalness, but ultimately combines the forces of education and hereditary degeneracy in order to segregate the lower classes, and to bring the morally upright middle classes together with the affluent upper classes.


Author(s):  
Colin Clarke

Urbanization in Kingston since independence, as the previous chapter demonstrated, has placed a very heavy burden on the already disadvantaged lower class. This burden is expressed in their dependence on the informal sector of employment, high rates of unemployment, rental of high-density accommodation (or outright squatting), shared access to toilet facilities, and lack of piped-water connections in the tenements—all these problematic characteristics piling up in the downtown areas—quintessentially in West Kingston. There is clearly a stratification of living conditions ranging from affluence in the uptown suburbs via a modicum of comfort in the middle zone around Half Way Tree and Cross Roads to outright deprivation in the downtown neighbourhoods. It was argued in the previous chapter that this stratification of living conditions is underpinned by class-differentiated neighbourhoods; as this chapter will show, these circumstances mesh with—and reinforce—colour-class stratification and cultural pluralism, or what I have called plural stratification (to distinguish it from class stratification alone). After the Second World War, it became the conventional wisdom among Caribbean social scientists (of local birth) to depict Jamaica—and the Windward and Leeward Islands—as colour-class stratifications. This had the advantage of linking these Caribbean stratifications to occupational/class systems in the US and Europe, while pointing to a colonial history of colour differentiation, which shadowed class and reinforced it. So, the upper class was white or pass-as-white, the middle class brown and black, and the lower class black with some brown (Henriques 1953: 42). A number of racially or ethnically distinct groups originally fell outside this colour-class stratification, but had, over time, been accommodated within it: Jews were absorbed into the upper class, as were the Syrian professionals; Chinese, the remaining Syrians, and a few East Indians were middle class; the majority of East Indians were lower class. Two further aspects of colour-class need underlining. There was a tendency for its advocates to regard class as unproblematic and consensual, as in the American tradition of social analysis (Parsons 1952). In short, the whole colour-class system was dependent upon the almost complete acceptance by each group of the superiority of the white, and the inferiority of the black (Henriques 1953).


2019 ◽  
Vol 47 (1) ◽  
pp. 100-127 ◽  
Author(s):  
Silvia Bellezza ◽  
Jonah Berger

Abstract Trickle-down theories suggest that status symbols and fashion trends originate from the elites and move downward, but some high-end restaurants serve lowbrow food (e.g., potato chips, macaroni and cheese), and some high-status individuals wear downscale clothing (e.g., ripped jeans, duct-taped shoes). Why would high-status actors adopt items traditionally associated with low-status groups? Using a signaling perspective to explain this phenomenon, the authors suggest that elites sometimes adopt items associated with low-status groups as a costly signal to distinguish themselves from middle-status individuals. As a result, signals sometimes trickle round, moving directly from the lower to the upper class, before diffusing to the middle class. Furthermore, consistent with a signaling perspective, the presence of multiple signaling dimensions facilitates this effect, enabling the highs to mix and match high and low signals and differentiate themselves. These findings deepen the understanding of signaling dynamics, support a trickle-round theory of fashion, and shed light on alternative status symbols.


Author(s):  
Christopher Robert Reed

This chapter explores the intricacies of the first discernible class structure that conformed to normative standards of socioeconomic status in Chicago's history. Black Chicago developed a very small but distinguishable upper class, large segments within the broad middle classes, enormous laboring classes including industrial and service sector workers, and an underclass. The members of the upper class owned and managed businesses, chose housing commensurate with their status, consumed their disposable income with conspicuous delight, engaged in civic activities, and socially acted as a group apart from other segments of their racial cohort to which they traditionally held their primary social allegiance. The middle class focused on occupation, wealth production, educational attainment, cultural interests, and character. The working-class, however, formed the bulk of black Chicago's citizenry.


2015 ◽  
Vol 8 (2-3) ◽  
pp. 192-214 ◽  
Author(s):  
Murat C. Yıldız

This article examines the emergence and spread of the ‘sportsman’ genre of Ottoman photography in late-nineteenth and early-twentieth-century Istanbul. The ‘sportsman photograph’ depicted young men posing shirtless or wearing tight-fitting athletic attire, flexing their muscles and exhibiting their bodies. These images were embedded in a wider set of athletic and leisure activities and constituted novel social and photographic practices. By tracing the deployment of ‘sportsman’ photographs in sports clubs and the press, I argue that they cemented homosocial bonds, normalized and popularized new notions of masculinity, confessionalized the male body and reconfigured the ways in which Ottoman Muslims, Christians and Jews performed and conveyed their commitment to middle-class notions of masculinity and the self.


Contexts ◽  
2003 ◽  
Vol 2 (3) ◽  
pp. 12-18 ◽  
Author(s):  
Steve Dernéa

After a decade of frenzied globalization, the rich of India welcome consumer goods and experiment with new arrangements between men and women. But because the economic opportunities of middle-class Indian men have not expanded, most of them merely welcome Western media images that reinforce their power and masculine self-image.


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