Modern Masculinity

This 2008 article discusses methods of marketing to the contemporary U.S. male, in the context of the rise of the "metrosexual", and other, more recently-coined, group definitions such as "ubersexual" and "heteropolitan".

Modern Masculinity

In 2003, the American Dialect Society named “metrosexual” as the word of the year.(1)The term, used to describe fashion-conscious, urbane men, is now a permanent fixture in the Merriam Webster dictionary. Today, metrosexual is considered a dated term, and it has been replaced by other phrases to describe modern men, from “ubersexual” to “heteropolitan.” But despite the catchy terms, marketers and cultural observers invariably seem to miss the mark when it comes to describing the many dimensions of men. This week's MONITOR Minute looks at the many ways in which modern men are shrugging off various...

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