How Have Men's Self Image and Consumption Changed in Postmodern Society

Introduction3

Section 1: How men's self image developed with the post modernity4

Section 2: Theoretical Aspects of Post Modernism and Men's Self Image7

Proposal13

Conclusion13

Bibliography15



How Have Men's Self Image and Consumption Changed in Postmodern Society

Introduction

Postmodernism is the name given to the changes in the sciences, arts, societies since 1950s, but there is fear, fear of change, fear of the new and the loss of conservatism. It comes with several changes in architecture and especially in consumption of goods in the life of men.

The grooming in the male category has confirmed the consistent performance during the current years of economic insecurity or instability. Grooming of masculinity has increased to 6% per Annum on average since 2006. It has reached up to $33 billion in 2011. In between the period of 2012 and 2016, it is predicted that this revenue will reach its double in this duration. The frequent use of deodorants and skin care products has proved the growth in revenue by $35 billion in the global market of beauty since 2006. Due to ever increasing habits of grooming in male, the postmodern society is experiencing the release of ever new products hair and skin care for masculinity. These products include the shampoos that are specially made for male. Beauty care departments introduced eye treatment for male and blemish balm creams and eye concealers that are inspired from the market of femininity. Male category is also involved in concerns related to skin, hair loss and weight loss.

Section 1: How men's self image developed with the post modernity

The discourse of post-modern society and correspondingly, the phenomena of social and intellectual support offer some credence to the arguments that the world today and the prospects of tomorrow are in stark contrast, and even in asymmetry, with the world of the past two decades and half centuries. Many prescriptions postmodernists would lead to the conclusion that self- interpretation, self-monitoring and self-legislation of men in time traveling is destroying previous forms of representations and social interactions, and they are totally changed from the content, organization and epistemology of scientific and technological work.

The reading selected for this purpose is New Men New Markets by Mort. The particular text was selected because of the fact that it highlights the intricacies involved in addressing men as a specific consumer group with specific characteristics and traits. In addition, the selected article also gives consideration to the fact that the identification of men as a specific consumer group has only recently acquired the reputation of a phenomenon.

The purpose of this paper is threefold. First, we identify the specific areas in which the allegations postmodern differ from dominant notions of representation of modern society with the change of image in men. What are the ways in which postmodern concepts forge substitutes and rejects concepts of modernity and alternatively, to what degree we seek to build them in light of recent cognitive changes, social, even if standing, however, within modernity ...