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- Title
The Corporate Masquerade: Branding Masculinity Through Halloween Costumes.
- Authors
ALEXANDER, SUSAN M.
- Abstract
This paper argues that men's Halloween costumes do not offer insight on versions of hegemonic and non-hegemonic masculine performativity as much as Halloween costumes tell us about the colonization of masculinity by commercial interests, thus creating yet another version of branded masculinity. The data, from a content analysis of 100 images of men's Halloween costumes, demonstrates the considerable power commercial culture has today in constructing and limiting ideas of American masculinity through licensed/branded costumes. Men's Halloween costumes are not a mere masquerade, an impersonation; rather commercially produced costumes masquerade as consumer "choice" while simultaneously masking the continued transformation of American masculinity into specific brand products.
- Subjects
MASCULINITY &; society; MASCULINE identity; PSYCHOLOGY of men; HALLOWEEN costumes; MASQUERADES; COMMERCIALIZATION
- Publication
Journal of Men's Studies, 2014, Vol 22, Issue 3, p180
- ISSN
1060-8265
- Publication type
Article
- DOI
10.3149/jms.2203.180