Given that we know little of how self-identifying ‘metrosexuals’ define, construct and negotiate their identity in relation to other gender and sexual identities, these absences underpin this thesis. Scholars have predominately examined ‘metrosexuality’ from sociological perspectives (Carniel, 2009 Coad, 2008 Miller, 2008) arguing it challenges gender and sexuality through an interest in feminised practices, but also by unhinging it from gender and sexuality as an asexual personal aesthetic lifestyle. Men’s increasing consumption of image enhancement products and especially facial cosmetics – aspects of so-called ‘metrosexuality’ (Simpson, 1994, 2002) – constitute one such example. The recent critical focus on men and masculinities purports challenges to the dominance of ‘hegemonic’ or idealised dominant masculine scripts (Connell, 1995). Implications for understanding contemporary masculinities are discussed. self-identified 'real men') lamenting 'metrosexuality' for its perceived effeminacy and lack of authenticity on the other. Our analysis suggests that masculinity concerns are central in debates about 'metrosexuality', with self-identified 'metrosexuals' invoking heterosexual prowess and self-respect on the one hand, and critics (e.g. Specifically, membership categorisation analysis is deployed to explore how the relatively new (and perhaps alternative) category for men - 'metrosexual' - is presented and received. This paper steps aside from the focus on culture and, instead, treats magazine content as a discursive space in which gender and sexuality are oriented to, negotiated, and accomplished within and beyond the magazine itself (i.e.
Since the launch of men's lifestyle magazines in the 1980s, academic literature has predominantly focused on them as a cultural phenomenon arising from entrepreneurial and commercial initiatives and/or as cultural texts that proffer representations of masculinity such as 'new lad' and 'new dad'.
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