{"id":340,"date":"2019-01-15T21:50:39","date_gmt":"2019-01-15T21:50:39","guid":{"rendered":"https:\/\/commons.princeton.edu\/gendersexualityandmedia\/?p=340"},"modified":"2020-04-20T15:34:11","modified_gmt":"2020-04-20T15:34:11","slug":"re-wiring-the-circuit-boy-the-advertising-industrys-hegemonization-of-muscles-and-the-consequences-for-a-gay-subculture","status":"publish","type":"post","link":"https:\/\/commons.princeton.edu\/gendersexualityandmedia\/2019\/01\/15\/re-wiring-the-circuit-boy-the-advertising-industrys-hegemonization-of-muscles-and-the-consequences-for-a-gay-subculture\/","title":{"rendered":"Re-wiring the \u201cCircuit Boy\u201d: The advertising industry\u2019s hegemonization of muscles and the consequences for a gay subculture"},"content":{"rendered":"

\"\"In this paper I explore the evolving and overlapping relations between a queer subcommunity\u2014gay male circuit participants\u2014and commercial advertising, with a particular emphasis on the fashion industry. The new territory I chart is in establishing the relationship between circuit and hetero\/sexist commercial advertising as reciprocal, rather than unidirectional. To explore the particularities of this reciprocal influence, I borrow an assertion from Filiault and Drummond (2007) that hegemonic, heterosexist masculinity can be performed through both somatype and attitude (the two of which, together, constitute aesthetic<\/em>). I employ commonly recognized sexual identity categories to distinguish between a presumed majority heterosexual market\u2014a \u201cphantom general audience\u201d\u2014 and the gay male market segment. The reason for this, as I posit, is that the phantom market and the gay male market segment often consume popular imagery in different ways. As a gay-identified, cisgender, male, white, educated, toned, upper-middle-class 21-year old man, I possess many of the prerequisite markers for a masculinity that would have been hegemonic in the late 20th<\/sup> century and remain so today. As a genders and sexualities scholar as well as an activist, I feel the tension between my queerness (including encounters with and on the circuit) and engagement with hegemonic masculinity, as gender oppression and homophobia have been primary sources of shame, drivers of performance, and shapers of desire in my life. Throughout, I reflect on a few but relevant personal experiences. In intertwining these retrospectives with academic discussion of media consumption, I call other men to reflect on their complicity and potential moments of victimhood in a hegemonic society with hopes of fostering empathy and underscoring the \u201cinterdependence of our struggles for justice.\u201d<\/p>\n

Ach – VIS 369 Final<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

In this paper I explore the evolving and overlapping relations between a queer subcommunity\u2014gay male circuit participants\u2014and commercial advertising, with a particular emphasis on the fashion industry. The new territory I chart is in establishing the relationship between circuit and hetero\/sexist commercial advertising as reciprocal, rather than unidirectional. To explore the particularities of this reciprocal … <\/p>\n

Continue reading “Re-wiring the \u201cCircuit Boy\u201d: The advertising industry\u2019s hegemonization of muscles and the consequences for a gay subculture”<\/span><\/a><\/p>\n","protected":false},"author":750,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-340","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/commons.princeton.edu\/gendersexualityandmedia\/wp-json\/wp\/v2\/posts\/340","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/commons.princeton.edu\/gendersexualityandmedia\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/commons.princeton.edu\/gendersexualityandmedia\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/commons.princeton.edu\/gendersexualityandmedia\/wp-json\/wp\/v2\/users\/750"}],"replies":[{"embeddable":true,"href":"https:\/\/commons.princeton.edu\/gendersexualityandmedia\/wp-json\/wp\/v2\/comments?post=340"}],"version-history":[{"count":3,"href":"https:\/\/commons.princeton.edu\/gendersexualityandmedia\/wp-json\/wp\/v2\/posts\/340\/revisions"}],"predecessor-version":[{"id":346,"href":"https:\/\/commons.princeton.edu\/gendersexualityandmedia\/wp-json\/wp\/v2\/posts\/340\/revisions\/346"}],"wp:attachment":[{"href":"https:\/\/commons.princeton.edu\/gendersexualityandmedia\/wp-json\/wp\/v2\/media?parent=340"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/commons.princeton.edu\/gendersexualityandmedia\/wp-json\/wp\/v2\/categories?post=340"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/commons.princeton.edu\/gendersexualityandmedia\/wp-json\/wp\/v2\/tags?post=340"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}