The future of men

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Title:

The future of men

Author:

Salzman, Marian L.

ISBN:

9781403968821

9781403975485

Personal Author:

Salzman, Marian L.

Publication Information:

New York : Palgrave Macmillan, 2005.

Physical Description:

viii, 242 pages : illustrations ; 25 cm

Contents:

1. The great gender shift -- 2. Me Tarzan, you Jane : the biology of gender -- 3. What is masculinity? -- 4. Beyond metrosexualmania : the übersexual -- 5. Man as king of the castle -- 6. The tables turn for women -- 7. Mass media, advertising & the modern man -- 8. Real men and their real role models -- 9. New rules for the mating game -- 10. How are men handling the sea changes? -- Conclusion : M-ness : the bright future of men.

Abstract:

"As a result of complex social, biological, and economic influences, men are a market in flux. In this eye-opening look at the factors shaping the new definition of man, the trio of future trend analysis show that being male is not what it used to be. "M-ness" means much more today than it ever has: it means power shifts and more freedom for men. And marketers, advertisers, and businesses across all industries - from automobiles to cosmetics - must understand the trends that are shaping the needs of their male consumers." "In this tour, the future of men identifies the many causes for the change to the male experience and places them in historical context. The authors show how the role of men has evolved and what it means for business and our culture. From the stay-at-home dad to the metrosexual to the new macho revival, the future of men will revolutionize how we define and reach the "new" male market."--Jacket.

Subject Term:

Men -- Social conditions -- 21st century.

Masculinity.

Sex role.

Man-woman relationships.

Added Author:

Matathia, Ira.

O'Reilly, Ann.

Electronic Access:

Table of contents http://catdir.loc.gov/catdir/enhancements/fy0624/2005045870-t.html
Contributor biographical information http://catdir.loc.gov/catdir/enhancements/fy0624/2005045870-b.html
Publisher description http://catdir.loc.gov/catdir/enhancements/fy0624/2005045870-d.html

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Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VGDBN	1:GEN-BOOK	000014604	305.3012 SAL	1	Searching... Unknown

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Summary

This is a revealing exploration of a market in flux. The Future of Men looks at the important forces shaping men's present-day and future lives and draws conclusions as to how recent and current shifts are likely to influence men's behaviours and attitudes in this new century. The authors show that the new definition of male is a result of complex social, biological, and economic influences. Men are no longer a predictable market; their desires have evolved because of the shift in the balance of power between the genders, societal expectations, and their own freedom to test products and roles that were traditionally defined as feminine. What this means for business and culture is nothing short of a gigantic gender tidal wave; marketers, advertisers, and businesses across all industries - from automobiles to cosmetics - must understand the trends that are shaping this critical population if they are to stay in the game.