Skip to main content

Managing Masculinities: The Metrosexual Moment

Buy Article:

$53.17 plus tax (Refund Policy)


In this essay, I explore the historical moment of metrosexuality in popular culture that, I argue, rather than simply a fad, constituted a logical premise vital to assuaging the “crisis” in masculinity engendered by the phenomenon of commercial masculinity. I trace the ways in which the fleeting trend of metrosexuality was articulated rhetorically in US popular culture in such a way as to rationalise commercial masculinity in targeted, explicit ways. I argue that metrosexuality served a crucial rhetorical function for the reconciliation of commercial masculinity with normative masculinity by organising homosociality in strategic ways. Accordingly, I suggest that apparently transient popular cultural trends might best be understood in terms of their location in—and strategic rhetorical function for—broader cultural discourses.

Keywords: Commercial; Crisis; Homosocial; Masculinity; Metrosexuality

Document Type: Research Article


Publication date: September 1, 2008


Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more