Metrosexuality Can Stuff It: Beef Consumption as (Heteromasculine) Fortification

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In this essay I explore the importance of beef consumption in performing a traditional masculinity that defies the supposed effeminization embodied in the image of the metrosexual. Research on perceptions of men and women eating demonstrates cultural visions of eating as a masculine activity. Furthermore, cultural analysis bears out the link between meat consumption and masculine identity. The recent popularization of metrosexual masculinity has challenged the harsh dichotomies between masculine and feminine gender performances. Against such a trend, burger franchise advertising portrays burger consumption as men's symbolic return to their supposed essence, namely, personal and relational independence, nonfemininity, and virile heterosexuality. In all, I demonstrate the relationship between men and food as productive of a masculinity that perpetuates a male-dominant ideology in juxtaposition to women and metrosexual masculinity.