Winch, Alison and Hakim, Jamie. 2016. 'I'm selling the dream really aren't I?' Sharing Fit Male Bodies on Social Networking Sites. In: Sandro Carnicelli; David McGillivray and Gayle McPherson, eds. Digital Leisure Cultures: Critical Perspectives. Abingdon: Routledge, pp. 39-52. ISBN 9781138955073 [Book Section]

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Abstract or Description

This chapter explores how young, white, middle class men have begun to labour in their leisure time through the production and circulation of images of their fit bodies on social networking sites (SNS). Drawing on neo-Foucauldian theorists and critics of post-Fordist labour we argue that labouring for a fit body participates in the entrepreneurial project of the self. In the precarious climates of neoliberal austerity, where we are encouraged to be creatives and entrepeneurs, SNS have become sites where new forms of masculinities are being displayed for the purposes of self-branding.

Item Type:	Book Section
Related URLs:	Publisher
Departments, Centres and Research Units:	Media, Communications and Cultural Studies
Dates:	Date Event 12 August 2016 Published
Item ID:	32191
Date Deposited:	23 Sep 2022 13:33
Last Modified:	23 Sep 2022 13:33
URI:	https://research.gold.ac.uk/id/eprint/32191

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