Work

From Strength to Self-Care: Reconstructing Masculinity in Men’s Grooming and Self-Care Advertising

Year: 2026

Type: article

Abstract: This study explores the evolving portrayal of masculinity in men’s grooming advertisements by Gillette, Dove Men+Care, and Axe from 2013 to 2023, focusing on Indian and global campaigns in a cross-cultural context. Drawing on Connell’s (1995) multiple masculinities, Anderson’s (2009) Inclusive Masculinity Theory, Kreicbergs’ (2023) consumer typology, and Multimodal Discourse Analysis (Kress & van Leeuwen, 2006; Jewitt, 2009), the research examines how advertising reconstructs masculinity. While traditional hegemonic masculinity remains in earlier campaigns, more recent ones incorporate emotional openness, caregiving, and fluidity. This study highlights the intersection of advertising, culture, and evolving gender representations.

Source: Galactica Media Journal of Media Studies

DOI: 10.46539/gmd.v8i1.610

Authors: Jyoti Kumari, Namrata Paul, Sanjukta Ghosh

Institution: Indian Institute of Technology BHU

Language: Russian

Topic: Media, Gender, and Advertising

Subfield: Gender Studies

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W7134269999

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