Advertisers have long used handsome men to hawk their wares. In the 20th century, marketers who realized that women did a majority of the household shopping created dashing spokesmen, such as the Arrow Shirt Man, to appeal more to the ladies than the menfolk. And certainly advertising has played an integral role in the male beauty culture that has skyrocketed in the past 20 years, too. In fact, some scholars and experts trace men's heightened attention to self and—more importantly—how they appear to others back to a single, revolutionary image from 1982.
Talk to a group of teen boys, and they'll probably tell you that, sure, they'd like to have the swoon-inducing sex appeal of Justin Bieber, Taylor Lautner, or whomever is playing the newest iteration of the Degrassi High heartthrob. But do they want to look like them, immaculately styled and toned to the max? No way, bro.
While mulling over the male quest for muscularity a few posts ago, I brought up the notion of the "sanitized ideal" that has recently become de rigueur for the mainstream masculine body image. We’re talking hair-free, sweat-free, odor-free; in other words, the same unrealistic standards peddled to women for so long, à la leg and underarm shaving. And like the hairless female ideal, it isn't just the most visible fur that men are tending to these days; statistically, men groom their pubic hair more than any other type of body hair (sans beards).
Before I got too much farther in "Isn't He Lovely," I figured it would be a good idea to chat with a male about this whole "male beauty" business. Hugo Schwyzer is a proud feminist, the Gender and Sexuality Editor over at The Good Men Project, and a professor of history and gender studies at Pasadena City College. Schwyzer fielded questions about how the beauty myth applies to young men these days, how body image standards affect non-white and non-straight men, the intersection of male grooming and dress, and the modern male's latent fear of developing "man boobs."
While I’m dubious that the Western female body ideal can be reliably found within in the pages of Playboy, a similar evolution has occurred in the sister (?) publication, Playgirl. A team of psychologists calculated the body mass index (BMI) and fat-free mass index (FFMI) of 115 Playgirl centerfolds and found that, lo and behold, the supposed male body ideal has changed as well. But instead of getting thinner, the boys have bulked up.