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“快看，这家伙拎了一个女式手提包！”几年之前这样的窃窃私语会让周围人对这个拎了女式包的人投去异样眼光，然而如今，城市里男性提着女式包不再像以往那般罕见。相反，在市区散步一圈，你会看到很多男性手里拿着女式的提包，或是胳膊臂弯处挎着，或者单边背在肩上。不知情的旁观者可能会问自己：“这不是女式包吗？难道这些人变成了新女孩？”

近些年来，男性获得了研究学者越来越多的关注，因为男性开始参与非传统性别美学价值观上的消费。我们对非传统性别美学消费的定义是，打破了以西方社会长期固有的性别美学概念的消费模式。自从都市美型男的潮流出现，已有很多针对男性消费的研究开始进行。在社会和个体层面的变化，引发了社会对男性身份的再认识。

施罗德，茨威格，帕特森，艾略特认为，广告形象导致了社会男性身份的重新商议。

“Look, this guy carries a handbag…” Whereas several years ago such a whisper would have led to surprised glances at the guy with the handbag, men carrying handbags in cities are not that much of a surprise anymore. Rather, when taking a walk through cities one can see an increasing number of men carrying handbags in their hands, in the crook of their arms or draped over one shoulder. Uninformed observers may ask themselves “Aren’t handbags for women? ..... Have guys become the new gals?”

In recent years males have been increasingly in researchers’ foci, since males started to participate in what we denominate here as non-traditional gender aesthetic consumption. We define non-traditional gender aesthetic consumption as forms of aesthetic consumption which break with long held aesthetic conceptions of a certain gender in Western societies. Since the advent of the metrosexual trend (Simpson, 2002), different studies researched such male consumption practices intended for the stylistic and aesthetic display. Changes on the macro-social, social and individual level, caused a reshaping of male identities (Schroeder and Zwick, 2004; Simpson, 2002; Patterson and Elliott, 2002; Nyeck et al, 2002).

Schroeder and Zwick (2004) and Patterson and Elliott (2002) argue that advertising portrayals of men led to a renegotiation of male identities in society. Bakewell et al. (2006) regard women’s emancipation and the gay liberation movement as impacting factors on the increasing aesthetic discourse among men. Subcultural communities and peer groups also set boundaries of male’s legitimate consumption of grooming products (Rinallo, 2007; Nyeck et al, 2002). An increased male narcissism (Sturrock and Pioch, 1998, Ourahmoune and Nyeck., 2008), rebellions against societal conventions (Nyeck et al., 2002) or transitional lifetimes (Ourahmoune and Nyeck, 2008) were found to be influencing factors on males’ embellishing consumptions. However, particularly heterosexual males still fear stigmatization and engage in avoidance behavior (Ourahmoune and Nyeck, 2008, Kimmel and Tissier-Desbordes, 1999). Non-traditional gender aesthetic items go beyond male narcissism, beauty rituals, and new male aesthetics as norms of gendered consumption seem to be relevant here as well. Furthermore, fear of stigmatization and avoidance behavior runs counter overt displays of non-traditional gender objects as fashion items and aesthetic statements of male consumers. We draw on Nietzsche (1969), Featherstone (2004) and Venkatesh 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。