Chapter 25: Emergent masculinities, men’s health and the Movember movement
As men’s health practices change in light of new medicines, technologies and health awareness campaigns, so do the manifold ways in which men conceive of themselves as men. Men’s increasing engagements with health campaigns that promote awareness of male reproductive cancers and mental health issues signal the emergence of novel forms of manhood. To grasp how men newly embody and enact their gendered identities as masculine subjects, the authors explicate the hegemonic, emergent and composite approaches that are central tropes in masculinity studies. They pursue these masculinity theories through an ethnographic case study of men’s involvement in Movember, a relatively new men’s health movement focused on changing men’s attitudes and behaviors toward prostate and testicular cancer. Based on ethnographic research conducted on men’s participation in Movember via the Internet, the authors demonstrate that men are embracing new strategies for well-being through a diverse repertoire of forms of self-care, including testicular self-exams and clinical prostate cancer screening. Understood as a social domain where multiple discourses about well-being and masculinity intersect, they argue that men’s health movements are increasingly transforming social relations among men, as well as conceptions of manhood in relation to men’s health.
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