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Re-Routing the Masculinity Myths in Bangladeshi Fashion Adverts: Identifying a New Wave among the Youths

Re-Routing the Masculinity Myths in Bangladeshi Fashion Adverts: Identifying a New Wave among the Youths

Nusrat Zahan Mou, Md. Shafiqul Islam
Copyright: © 2016 |Pages: 22
ISBN13: 9781522502128|ISBN10: 1522502122|EISBN13: 9781522502135
DOI: 10.4018/978-1-5225-0212-8.ch011
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MLA

Mou, Nusrat Zahan, and Md. Shafiqul Islam. "Re-Routing the Masculinity Myths in Bangladeshi Fashion Adverts: Identifying a New Wave among the Youths." Defining Identity and the Changing Scope of Culture in the Digital Age, edited by Alison Novak and Imaani Jamillah El-Burki, IGI Global, 2016, pp. 170-191. https://doi.org/10.4018/978-1-5225-0212-8.ch011

APA

Mou, N. Z. & Islam, M. S. (2016). Re-Routing the Masculinity Myths in Bangladeshi Fashion Adverts: Identifying a New Wave among the Youths. In A. Novak & I. El-Burki (Eds.), Defining Identity and the Changing Scope of Culture in the Digital Age (pp. 170-191). IGI Global. https://doi.org/10.4018/978-1-5225-0212-8.ch011

Chicago

Mou, Nusrat Zahan, and Md. Shafiqul Islam. "Re-Routing the Masculinity Myths in Bangladeshi Fashion Adverts: Identifying a New Wave among the Youths." In Defining Identity and the Changing Scope of Culture in the Digital Age, edited by Alison Novak and Imaani Jamillah El-Burki, 170-191. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-5225-0212-8.ch011

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Abstract

This chapter aims to focus on the impacts of some particular fashion adverts which are breaking the prevalent ideas regarding ‘the representation of men' on Bangladeshi youths of different ages and areas by making a survey on the youths studying at different Bangladeshi universities. The media of the western countries are acquainted with these types of representation of men while the Bangladeshi media has let its viewers know about this lately through different advertisements specially fashion adverts. This new type of representation of men and “masculinity” or the emergence of “Metrosexual men” in the Bangladeshi media has its own impacts on the youths of Bangladesh whether it is about creating a new concept or it is only about dealing with the consumer culture. However, this chapter points to highlight on the fact that to what extent the concepts of the urban Bangladeshi youths (both male and female of different ages and areas) are molded by the emergence of this type of adverts in Bangladeshi media.

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