台灣現代男性氣質之研究─以男性打扮、保養行為為例

The Study of Modern Masculinity in Taiwan Take the Men’s Dressed-up and Skin-Care behaviors as an Example

江昱頡(Yu-Jie Jiang)

指導教授 ： 王俐容

元智大學/人文社會學院/社會暨政策科學學系/碩士(2011年)

摘要

現今出現了一群相當注重外表的男性，他們相當重視對於自己身體的打扮、保養行為，而這樣的男性外表意象，也不斷從各式各樣的媒體上，傳遞出現今男性時尚的形象，本研究使用了對於性別意識（社會學習論、社會角色論）、性別氣質的形成（男性氣質）、身體意象、消費實踐（日常生活實踐、符號性消費）的相關理論，並且透過整理台灣相關研究的特點，來分析現代台灣注重打扮、保養男性的男性氣質。
經過分析研究發現，這群男性們在身體上，受到大眾身體與消費意識的影響，呈現了一種多元化，這些打扮、保養行為對於男性而言，是一種相當被重視的展現氣質的方式，故在過去被視為女性化的行為，在這些男性身上也能被相當程度的接受。但是觀其底層的性別意識，卻發現男性的陽剛特質，還是在性別意識以及性別角色上具有難以搖撼的穩固性。總而言之，現代台灣男性被大眾意識的影響下，外表形象所展現的男性氣質呈現多元且性別鬆動的特質，但底層的性別意識卻仍是在社會性別框架之下，無法產生太多能動性。

關鍵字

男性氣質 ； 身體意象 ； 消費實踐

並列摘要

Recently, there is a group of young men who specially focus on their appearances emerged from this society. Those specific young men focus on the outfits they dressed up and the skin-care products they put on. This awareness of male appearance, not only can be sensed from nowadays media, within regular products, we can find out there is more and more merchandise focus on male consumers; skin-care products, perfumes, outfits, accessories, food and cleaning products. The awareness of male appearance is, under the public consciousness and the potential selling profit, waving its hands to these specific young men. By dressing, polishing their appearances, and purchasing those products to fit their needs, these specific young men formed their masculinity and image, and this image have its own diversity. These behaviors used to seem as feminized, but they became more rational in today’s social values. The objective of this study is focusing on what image those young men try to deliver, what are their strategies, and whether they are confused about their gender awareness.
Under the influence of the body image and consumer awareness, a great diversity can be found after a detail analysis. For these specific young men, the dressing and polishing are assumed as a media they perform themselves. It is the reason why such an action used to seem feminized became more acceptable in these days. Nevertheless, for them, masculinity still plays an essential role at the bottom of gender awareness.
In a word, even though modern Taiwanese young men are under the influence of the mass consciousness, the outside appearance of the young men may indicate diversity and cause somehow confused; the gender awareness from the inside, still, follows the framework of gender and doesn’t have much flexibility.

並列關鍵字

Masculinity ； Body Image ； Consumption Practice

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