Case Study 2:

The New Man

The ‘New Man’/MetrosexualThe ‘New Man’/Metrosexual

Appearance Obsessed

In touch with ‘feminine side’

Emotional/ Sensitive

Closely linked to the advent of Consumerism; Advertising and the Gay Movement

Men in Crisis Late 70’s – Men in Crisis Late 70’s – 80’s. 80’s. Key Dates and factors that changed Masculinity:1972 – Women gained equal payDivorce became more commonContraceptive Pill (60’s)Women had social lives80’s – Traditional Masculine jobs (factories, heavy

Industry), which required strength declined and the economy began to rely on the Service Industry. Skills such as communication and co-operation became more important. Feminine traits held more value in the Workplace.

Man is in crisis as previous binary opposites are becoming blurred.

Analysing Men’s Analysing Men’s Health MagazineHealth Magazine Sawyer (Josh Holloway) offers male

reader a figure of identification/aspiration; rugged bad boy; rebel; ladies man;

Mid-shot used to emphasise upper body & torso emphasises his idealised muscular physique;

Black & White – image becomes less sexual and more medical/muscular

Use masculine language – FIGHT fat- alludes to male physical strength

The 'new man'; interested in appearance, body image, grooming, pleasing women

Adheres to traditional/stereotypical notions of maleness: power, strength, physical function

Media Criticisms of the New Man:Media Criticisms of the New Man:American PsychoAmerican Psycho

Criticises the ‘new man’ as a construct of consumerist society –

Argues that the ‘new man’ has lost touch with his masculine ‘core’

Films depicts mens’ frustration at

the media’s ‘feminisation’ of men

Mans obsession with consumerism has replaced traditional male symbols: strength, honour

Clip: American Psycho

Patrick Bateman is the literal embodiment of the ‘New Man’. He is almost a stereotypeed over exaggeration constructed to highlight the changing society of the 80’s. In what ways does this clip represent the represent the ‘New Man’?

Consider the mise en scene throughout. How is he represented as consumerist, and living in a false consciousness.

Minimal, Clinical, Cold, Regimented, Sleek, Professional apartment; Blank, no individuality, one of the same; Piano music signifies pseudo sophistication – All surface; no depth

Narcissistic Narration; resembles a beauty advertisement/tutorial video

Reflection & the ‘Les Mis’ poster – A feminine interest in the arts/musicals; Les Mis image used is THE iconic image again reflecting a ‘pseudo’ personality of no real depth

Tearing away the process (New Man) to reveal the primal (Real Man); a transparent mask – hiding something? Nothing underneath?

The classic ‘New Man’ body –homo erotic, hairless, idealised, muscular spectacle from consumer culture

(Eye mask – the villains disguise?)

Homework:In what ways does American Psycho represent the consumerist society of the 80’s and beyond? (500 words)