new masculinity

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Breaking Bad is a series produced by HBO, which is hugely successful all over the globe. It is plotted around

a guy named Walter White who is in in his fifties and works as a chemistry teacher, a job for which he is utterly

overqualified. When Walter hears he will die of lung cancer, he becomes, in order to leave his family in good financial conditions, a superior meth producer. As such,

the exceedingly decent teacher and loving father and husband transforms himself in a felonious Robin Hood.

Welcome to a world in which not all men are on top.

1.BREAKING BAD





When Old Spice released a product line for men, including shaving gel, deodorant, soap, body wash, all advertised in witty commercials, they focused on ‘real

men’. In the commercial they aimed directly at the men’s wives and girlfriends, claiming they could now “smell a

real man”. Of course the cologne will not make men more

masculine, they are obviously mocking the stereotype, and not unsuccessfully. The commercial with NFL player

Isaiah Mustafa went viral and Old Spice effectively reinvented itself as a modern masculine brand, albeit

with traditional values.

2.BACK TO THE

OLD SPICE




http://scienceofthetime.com/2010/04/16/old-spices-re-imaging/


Cristiano Ronaldo or CR7 is not just a virtuous football player. He also wants to look good both on and off the

field. He sometimes even changes his hairstyle during a match, which has resulted in people making jokes about

him (e.i the one with the hairdryer). Not that Ronaldo would care: he makes billions using his pretty boy status

in underwear commercials.Ronaldo’s distinctive, paradoxical style on and off the

pitch makes him hard to pinpoint. On the one hand there is his flair, style and girly body treatment, typecasting him as somewhat of a metrosexual. On the other hand, there

is his status as a global soccer hero that makes him a real man. After all, being a sports icon is the ultimate

embodiment of (traditional) masculinity.

3.CR7:RONALDO




http://scienceofthetime.com/2011/11/20/poster-boy-ronaldo/


Hammer & Nails is a nail salon where men can get a manicure. Manicures are conventionally catered at

women, but why can’t get men get their hands done? The salon is not your average salon with robust chairs

and dark colors, but totally made for the masculine man, that still wants to look good.

4.HAMMER & NAILS





Whether it is making your own whiskey, beer or furniture, the revival in the art of craft is most certainly represented

in New Masculinity. In an age of mencession in which robots have been

replacing (male) factory workers, there is resurgence discernible in today’s society in which men have an

increased desire to manually make things themselves. This often takes places in traditional places like old

factories, but the praxis of say, brewing beer and stoking liquor can also easily occur in your own basement. Alone or accompanied by friends, this is the much

discussed shedism anno 2014.We previously wrote about “where ‘s the cowboy in me?”

and “jackass moments”. Men could now refer to questions like “where’s the maker/hunter/explorer in

me?”.

5.BREWERS, MAKERS &

HUNTERS




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