He s got the touch : Tracing the masculine regulation of the body schema in reciprocal relations between self-others-things'
Citation:
Murphy, S, He s got the touch : Tracing the masculine regulation of the body schema in reciprocal relations between self-others-things', Marketing Theory, 1, 2022, 21 - 40Abstract:
The purpose of this article is to examine the interconnections between embodiment and masculinity. Departing from the predominant discursive view of masculinity, I explain how a phenomenological, post-dualistic approach, inspired by Merleau-Ponty and Butler, can be mobilized to conceptualize masculinity as an embodied, performative accomplishment that reverberates around socio-material relations. Towards this end, this article traces the masculine regulation of the body schema as it develops in reciprocal relations between ‘self-others-things’. Drawing from reflexive field notes and participant interviews, gathered over a 5-year period of observant participation with male motorcycle repairers, the article shows machinic masculinity as an embodied emplacement that is constituted by socio-material entanglements and performative enactments. In so doing, the article conceptually reframes how masculinity and embodiment are understood in Consumer Culture Theory (CCT).
Author's Homepage:
http://people.tcd.ie/smurph49Description:
PUBLISHED
Author: Murphy, Stephen
Type of material:
Journal ArticleSeries/Report no:
Marketing Theory1
Availability:
Full text availableKeywords:
Body schema, Embodiment, Emplacement, Judith Butler, Machinic masculinity, Masculinity, Merleau-Ponty, Motorcycle repair, Performativity, Phenomenology, TinkeringSubject (TCD):
Identities in Transformation , Consumer behaviour, societyDOI:
https://doi.org/10.1177/14705931211035172ISSN:
14705931211035172Metadata
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