消費文化與父權體制對男性美的建構─以男性化妝品為例

• Main Authors: Yun Lin, 林雲
• Other Authors: 莊錦農
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/07686073928233313292

碩士 === 國立臺灣大學法教分處 === 政治學研究所 === 91 === Abstract The thesis focuses on the newly rising phenomenon of men’s applying cosmetics. The research framework of this thesis includes “consumption society” theory of Baudrillard and gender theories. The research methods are analysis of the discourses on ”men’s cosmetics” and interviews with male customers who apply cosmetics. The result of the research discovers that Capitalism and Patriarchy in some cases conflict and they sometimes coordinate and agree with. The capital builds the market of men’s cosmetics, and adds new meanings to cosmetics. In the discourses of beauty industry, applying cosmetics is no longer the symbol of femininity, it turns into symbolic of taste, vogue, and high standard of consumption. The interviewee do not simply conform with the beauty norms, they pursue the pleasure of self-identity more than obey the rules. They can interpret and use the sign by themselves, and get power by beautified appearances. The body is both object and social agency. When men start seeking diverse appearances, the signified of gender could be more flowing and open. However the logic of patriarchy has not been turned over, the implication of applying cosmetics is neutralized, and the tough aspect is still emphasized. The symbolic structure of signs is derived from gender power relations, men are restrained by the signified bodies, and masculinity is still the main stream of male body.