Why do we persist with imagery of the outdoor bloke who is tough and physical?
Standing in front of the shelves of male toiletries at the supermarket, there is an unambiguous image at play: masculinity in Australia is about power and strength.
Take, for example, Tradie Stallion Deodorant Body Spray. It comes in the kind of black can that could contain paint thinners. Nothing sissy about this, it says. Tradies are the personification of real men doing real work, the peak of masculinity. Capitalising on aspiration and not perspiration, the message being sent is that blokes need deodorants that are as big and bold as the stuff real blokes do. At least, that’s what is being sold. Much like the scents of these deodorants themselves, the messaging is remarkable in its lack of subtlety.
The messages that male toiletries send in relation to ideas of masculinity are in need of reassessment. Why do we persist with imagery of the outdoor bloke who is tough and strong and physical? It’s an antiquated and narrow image, a ludicrous caricature of the modern Australian male. It also negates men who do not fit this image.
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