How do you clarify Dennis Rodman’s dyed hair, tattoos, and pierced physique elements? Why are there such a lot of athletes stripping for men’s undies advertisements? in addition to game, what do Pat Riley, Alex Rodriguez, and Ian Thorpe have in universal? And why has David Beckham been in comparison to Louis XIV?

In this attention-grabbing exploration of prior and current famous person athletes, David Coad indicates how gender roles for males are present process a progressive swap. as soon as recognized for his or her loss of sort off the sector, specialist gamers at the moment are fashion-conscious trendsetters. taking a look at definite stellar activities figures of the previous, resembling Joe Namath and Jim Palmer, who have been on the forefront of reinterpreting gender roles, Coad is going directly to learn their primped out and “pimped out” modern successors—those athletic peacocks of their furs, silks, and diamonds who include metrosexuality, widen its concentration, and show the variety of reports open to today’s male.

“…Coad’s accomplished assessment of the time period and the phenomenon, their roots and evolution, accounting, for instance, for the way metrosexuality differs from previous comparable phenomena and the way it seems that in men’s way of life magazines, comes as a welcome and well timed reminder of the significance of endured research of embodied and sexually outlined masculinities in renowned culture.” — males and Masculinities

“…recommend[ed] … for a person who has a Gender, Women’s stories, or Men’s reviews application, or someone who's a advertising or administration significant. there's something for them all, in addition to most of the people, to determine how we're being manipulated in our view of intercourse, sexuality, and picture in advertising.” — Southwest magazine of Cultures

“…an very important statement at the diversity of studies on hand to US and ecu males, extending past the slim confines of conventional masculinity.” — CHOICE

“At final a person rescues the metrosexual from the mendacious dealers and offers him what he craved all alongside yet not often acquired: severe attention.” — Mark Simpson, writer of Male Impersonators: males acting Masculinity

David Coad is affiliate Professor of English on the Université de Valenciennes, France, and the writer of Gender difficulty Down less than: Australian Masculinities.