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Marketing dance to boys and men: new, complex and dynamic practices of masculinities

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posted on 2023-09-01, 14:51 authored by Craig Owen, Vicki Harman
Dance has traditionally been marketed to boys and men by aligning it with traditional masculinities. Within a culture of shifting gender relations and declining homophobia, new possibilities emerge for dance to be marketed to boys and men in different ways. This chapter examined such possibilities, analyzing the online marketing practices of dance organizations from Anglo-American cultures. The findings document how dance continues to be (re)positioned within orthodox discourses of (hetero)masculinity. At the same time, new marketing strategies promote the “all singing, all dancing boy” and the “(hetero)sexy male dancer.” Ultimately, these marketing strategies deploy various blends of old and new masculinities which consistently seek to safeguard dancers’ masculinities. The chapter raises concerns that this marketing approach is limited and short-sighted.

History

Refereed

  • Yes

Number of pages

349

Publisher

Palgrave Macmillan

Place of publication

Cham, Switzerland

Title of book

Masculinity, Intersectionality and Identity: Why Boys (Don’t) Dance

ISBN

978-3-030-89999-8

Editors

Doug Risner, Becky Watson

File version

  • Accepted version

Language

  • eng

Legacy posted date

2022-03-15

Legacy creation date

2022-03-15

Legacy Faculty/School/Department

Faculty of Arts, Humanities & Social Sciences

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