Vulnerability or masculinity: Examining “Aesthetic Labor” from male fashion models’ perspective

Jie G. Fowler, Rongwei Chu, James W. Gentry and Himadri Roy Chaudhuri

Journal of Global Fashion Marketing, 2016, vol. 7, issue 4, 252-265

Abstract: ‘Masculinity’ is changing globally. We investigate the adjustments made by Chinese male models as they work in a domain that had previously belonged primarily to women. Using a liminal lens to view the models’ adjustments, the study discovered that they perceive themselves to be subordinated to other participants in the advertising industry: designers, makeup artists, directors, clients, and even female models. While the changing nature of ‘masculinity’ globally has created many more opportunities for male models, we found that the norms of the advertising industry require a major reinvention of the models’ self-perceptions of masculinity.

Date: 2016
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DOI: 10.1080/20932685.2016.1204239

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