Article2005

Contesting Masculinity’s Makeover: Queer Eye, Consumer Masculinity, and “Straight-Acting” Gays

110 citations0/0 files storedJournal of Communication Inquiry

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Gender and Feminist Studies Gender, Feminism, and Media Media, Gender, and Advertising

Abstract

This article analyzes conflicting and competing discourses about gay masculinities in and about Bravo’s Queer Eye for the Straight Guy. The author analyzes Queer Eye’s normalization of consumer masculinity, which rejects aspects of traditional masculinity and depends on vanity consumption. The author argues that consumer masculinity is at odds with the masculinities that the gay men on StraightActing.com are attempting to uphold. Their interpretations of Queer Eye differ significantly from academic media critic Kylo-Patrick Hart’s interpretation that Queer Eye is the most positive representation of gay men ever. It is in the struggle over mediated masculinity that the men of StraightActing.com find themselves paradoxically aligned with radical conservatives in fearing the impact of Queer Eye on heterosexual audiences but for completely contradictory reasons.

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References

1988Gender and Power: Society, the Person, and Sexual Politics.2012The Lesbian and Gay Studies Reader 1994Masculinity as Homophobia: Fear, Shame, and Silence in the Construction of Gender Identity 1993What is hegemonic masculinity?2004Man-of-Action Heroes: The Pursuit of Heroic Masculinity in Everyday Consumption: Figure 1 1992A Very Straight Gay: Masculinity, Homosexual Experience, and the Dynamics of Gender 1984The Hearts of Men. American Dreams and the Flight from Commitment 1991Hegemonic masculinity on the mound: Media representations of Nolan Ryan and American sports culture

Cited by

2009Negotiating Hegemonic Masculinity: The Rhetorical Strategy of “Straight-Acting” among Gay Men 2018Queering Queer Theory in Management and Organization Studies: Notes toward queering heterosexuality 2008Metrosexuality can Stuff it: Beef Consumption as (Heteromasculine) Fortification 2012Making masculinity: Negotiations of gender presentation among Latino gay men 2008The Use of Persuasion Management Strategies by Identity-Vulnerable Consumers: The Case of Urban Heterosexual Male Shoppers

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