Future of Menby Marian Salzman, Ann O'Reilly, Ira Matathia
This is a revealing exploration of a market in flux--half the population of the world--men. The authors show that the new definition of male is a result of complex social, biological, and economic influences. From the stay-at-home dad to the metrosexual to the new macho revival, the authors reveal substantial trends and their impact.
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This book examines trends, real and alleged, in male roles. Its main strengths are its numerous examples, interesting interviews and chapter summaries of key points, which make for easy reading. Marian Salzman, Ira Matathia and Ann O'Reilly discuss a wide range of contemporary celebrities and ideas. Readers who have been paying attention to the social changes of the past few decades won't be challenged to think more deeply, but others may find something of interest in this review of trends in the men's rights movement. Just watch out for glib generalizations based on a random list of sources that includes Web sites, small newspapers of unknown accuracy and the occasional scholarly journal. We cautiously recommend this book to popular culture vultures and to marketers who wish to track social trends.
Was surprised to realize that ubersexual came from these authors and this book! Interesting overview of everything male--the history, gender debates, relationship to women's movement, etc.--and especially how marketers ignore half the population. By end of book, I was interested in knowing why there are no academic majors in mens' studies? And why no brands spring to mind as 'getting' men? Maybe AXE?