대중문화에 나타난 Metrosexual현상에 관한 연구 (드라마 '꽃보다 남자' 를 중심으로)

양은진 ( Eun-jin Yang ) 한국미용예술경영학회 2009 미용예술경영연구 Vol.3 No.2

Metrosexual tend to have independent characteristics, as they are not afraid to express out of their feelings outward. The characteristics of the Metrosexual are the tendency to become more feminine. Men and women in the twenty-first century should be free of their sexual identities. And this psychological reorientation has bought much change in men’s role and appearance. Metrosexual has become one of the major factor of understanding men's sexual identification , forming a cultural atmosphere. The purpose of this study is to define the concept of metrosexual phenomena based on previous studies, and consider how it is expressed in the mass culture.

現代 男性 Hair style에 나타난 Metrosexual현상에 관한 연구

김민정,김명우 한국피부미용향장학회 2006 한국피부미용향장학회지 Vol.1 No.1

Masculine or Metrosexual? The Critical Perspectives on the Media Display of Male Athletes

( Kayoung Kim ) 한국체육학회 2020 International journal of human movement science Vol.14 No.2

The critical feminist perspective provides understanding of the female-centered viewpoint to explore the media display of male athletes. By understanding the different gender perspectives on the media display, this study explores how female athletes interpret the media images of male sports celebrities in the mainstream magazines. This study further investigates the gendered sexualization in the media representation of athletes. A photo interviewing with sixteen female athletes conducted to explore the male athletes’ media display in the men’s lifestyle magazines. Findings suggest that three different men’s lifestyle magazines represent different forms of masculinities depend on the purpose and target audiences, although hegemonic masculinity is woven throughout all magazines. Female athletes immediately recognized the differences in the sexualization of male bodies by comparing with female athletes in a similar type of magazines such as Fitness and ESPN The magazine’s body issue. This study provided rich insights into how female athletes think about different types of masculinities and the gendered sexualization in a similar type of media outlet.

생활광고에 나타난 남성성 변화에 대한 분석

김재희(Kim, Jae Hee),김문영(Kim, Mun Young) 한국전시산업융합연구원 2018 한국과학예술융합학회 Vol.34 No.-

2000년대 들어 특징적인 사회 변화 중 가장 두드러진 현상은 남성과 여성의 성(性)정체성과 성 역할에 대한 고정관념이 모호해졌다는 것이다. 21세기에 들어와 도시남성들 사이에 여자와 같은 수준의 패션을 즐기는 메트로섹슈얼, 크로스섹슈얼 현상이나 꽃미남 열풍은 남성 또한 여성적 이미지를 받아들여 자신을 가꾸는 것과 동시에 남성의 역할과 외모에 많은 변화를 가져오고 있다. 이러한 남성성은 다양한 방식으로 표현되고 있으며, 시대마다의 문화는 다른 종류의 남성성을 보여준다. 따라서 본 연구에서는 생활 속에서 TV광고가 보여주고 있는 남성이미지의 유형을 분류를 통하여 현대 사회에서 나타나는 남성 이미지의 변화 요인을 찾아보고자 하였다. 본 연구의 방법은 2000년대 이후 TV생활광고에 나타난 광고사진 72장 속의 남성이미지를 내용분석을 통하여 확인하였으며, 그 결과는 다음과 같다. 첫째, 2000년 초반의 전통적인 남성 이미지는 강하고 보수적이며, 가부장적인 이미지에서 2000년 후반의 남성이미지는 부드럽고 가정적이며 여성을 존중하는 페미니스트적 요소가 많은 이미지로 변모하였다. 둘째, 생활광고 속에 나타난 남성의 이미지 유형은 선행연구를 통해 보여지는 메트로섹슈얼유형과 크로스섹슈얼 유형의 복합적 구조로 외유내강형의 부드러운 이미지의 강인함을 보여준다고 할 수 있다. 우리나라의 전통적인 남성상에서 많은 변화를 보여주는 현대 남성의 이미지에 대한 연구는 패션산업의 새로운 시장으로 떠오르는 남성 패션산업의 기초정보로 활용될 수 있을 것으로 기대한다. The most prominent phenomenon of characteristic social changes in the 2000s is that the stereotypes about the sex identity and sex role of male and female have been blurred. In the 21stcentury, metrosexual, cross-sexual phenomenon, and pin-up boy fever, enjoying the same level of fashion as females among urban males lead to males also accepting female images to improve the ir appearances and at the same time a lot of changes in males’ roles and appearances. This masculinity is expressed in various ways, and the culture of each era shows different kinds of masculinity. Therefore, we intend to classify the type of masculinity that the TV ads of our era show, and analyze the various images that constitute the masculinity currently. The results and contents of the study investigating the phenomenon of change in masculinity through cases appearing in living ads since the2000s are as follows. First, although the strong type of male that was already present still exists, it has been transformed over time or is a to tally different type of masculinity emerging. Second, it was found that the masculinity type emerges into cross-sexual type, which not hiding femininity, beyond metrosexual. Based on these research results, it is expected that the type of masculinity will continue to change and vary and accordingly it is necessary to continuously carry out the study on the masculinity type which is subdivided specifically and changes.

연구논문 : 남성집단의 미디어정보이용도가 외모인식과 메트로섹슈얼 성향을 통해 외모관리행동에 미치는 영향

홍금희 ( Keum Hee Hong ) 한국의류산업학회 2013 한국의류산업학회지 Vol.15 No.5

Contemporary young men are consumption-oriented, pursue ideal male images displayed in commercials, and are highly interested in fashion, beauty, and appearance. This metrosexual tendency(which values appearance) is largely influenced by mass media. This study examines how men`s media information utilization influences appearance awareness and metrosexual tendency as well as how these two variables influence cosmetics consumption and fashion product consumption behavior. The results are as follows. First, metrosexual tendency consists of four dimensions: fashion involvement, pursuit of individuality beyond sexuality, cognition of fashion taste, and preference of a high quality product. The sum of variance is 65.594%. Second, media information utilization influenced metrosexual tendency and metrosexual tendency influence cosmetic consumption, brand-sensitive consumption and commercial-sensitive consumption; however, it did not affect price-sensitive consumption. Third, media information utilization affected appearance awareness; however, appearance awareness did not affect metrosexual tendency. In conclusion, appearance management behavior for men in their 20s is clearly affected by media. This phenomenon is caused by the metrosexual desire to express identity through fashion. Men in their 20`s do not take care of their looks because of the social perception of appearance (as related to showing off their competence or pursuit of social success); rather, they have a desire to express their individuality and personally enjoy grooming and maintaining their appearance. Therefore, we can expect increased beauty and fashion expenditures.

Cultural and Social Implications of Metrosexual Mode

( Yun Jeong Oh ),( Kyu Hwa Cho ) 한국패션비즈니스학회 2006 패션 비즈니스 Vol.10 No.3

The purpose of this study was to understand changes of the current young generation`s lifestyle, aesthetic attitude for an appearance, and way of thinking by making a close investigation into metrosexual, the recent mode, and find out its cultural and social implications. As a method of the study, the literature and the Internet data were reviewed. Articles from newspapers, magazines and the Internet were chosen roughly from the year 2000 to now because metrosexual mode remarkably boomed before and after 2000. Books related to the theory on the mode in a costume culture were referred. Also, articles in daily newspapers which dealt with cultural and social issues were reviewed, fashion magazines for men such as Esquire and GQ showing the new trend in men`s lifestyle and fashion were examined, and the Internet providing us the latest news from cultural and social topics to fashion trends were investigated. The backgrounds of the rise of metrosexual mode were a collapse of stereotypes in various fields, spread of lookism in a visual image period, extension of commercialism, and expansion of men`s character casual trend. Metrosexual was defined as an urban male with a strong aesthetic sense who spends a great deal of time and money on his appearance and lifestyle. His fashion style was characterized by slim and flowing silhouette, feminine and luxurious materials such as transparent chiffon, silk and cotton with a light and soft touch, and a knitted wear with a flowing line, a wide variety of vivid and pastel colors, floral and geometric patterns, and the decorative details like lace, beads, embroidery, and fur. From spread of this mode, two cultural and social implications were extracted. Firstly, the current young generation`s aesthetic standards for the perfect man changed from macho man to considerate man who had a good appearance and this suggested that a conventional sex role broke down. Secondly, men began to explore for their own identity escaping from traditionally standardized masculinity that they had been forced to follow.

메트로섹슈얼 등장이 남성화장품 시장에 미치는 영향

이주미 한국메이크업디자인학회 2007 한국메이크업디자인학회지 Vol.3 No.3

The male being beautiful, we will see easily and the Metrosexual in the sample to be thinking the entertainer of man who is the possibility which we will come in contact, The city sensitivity which is refined the Metrosexual will gain this popularity which will freeze and these people one clothing, the cosmetics and fashion etc. market of the men will be becoming larger with the target and I comprehended in this dissertation. The result to analyze a men's cosmetics market simply not only increase of consuming market the toner and milk lotion 2 type will be the whole in existing currently he form cleansing of only men use, mask pack, essence, wrinkle line, foundation, lipstick etc appeared. Consequently, The results of this study suggest that The Metrosexual will the appearance affects in men cosmetics sale increase.

20대 남성의 진 팬츠 핏 지각 정도와 메트로섹슈얼 성향

홍혜원 ( Hong Hye-won ),하희정 ( Ha Hee-jung ) 한국디자인트렌드학회 2014 한국디자인포럼 Vol.42 No.-

남성들의 외모 관리에 대한 관심이 커지면서 자신을 꾸미고자 하는 메트로섹슈얼 성향을 지닌 남성들이 증가하고 있으며 이러한 남성들의 욕구에 따라 다양한 핏의 진 팬츠가 출시되고 있다. 이에 따라 온라인 쇼핑몰에서 제품의 부위별 다른 핏 의 진팬츠를 구매하는 것이 남성 소비자들에게는 혼란을 일으킬 수 있다고 판단되어 본 연구에서는 SPA 브랜드의 온라인 쇼핑몰에서 진행 중인 진 팬츠의 종류를 핏 별로 분류하여 사이즈 제시 실태를 조사하였다. 또한 소비자 조사를 통해 소비자 특성과 진 팬츠 구매 행동에 대한 설문을 실시하여 다양한 핏에 따른 소비자 지각 실태, 메트로섹슈얼 성향과 소비자 특성간의 상관관계 및 집단 간 차이 등에 대한 분석을 실시하였다. 그 결과, 구매 행동에서는 하의 치수, 체질량 지수(BMI), 메트로섹슈얼 성향 등에 집단 간 차이가 나타났으며, 핏 지각 수준에 따라서는 신체적 특성 집단에서 유의한 차이가 나타났다고 분석되었다. 또한 남성성과 메트로섹슈얼 성향에서는 서로 관계가 없는 것으로 드러나 메트로섹슈얼은 하나의 새로운 유행 경향이고, 이러한 현상이 증가하고 있기 때문에 온라인 업체는 진 팬츠의 다양해진 핏에 대한 제품 정보를 정확하고 자세하게 제시해야 할 것이다. With men`s growing interest in their appearance, the term “metrosexual” has entered common usage. An increasing number of men pay close attention to fashion, and a variety of jeans` fits are emerging in response to their demands. When jeans are purchased online, their fit may differ with respect to a standard, causing male consumers inconvenience. This study conducted a survey in which jeans being sold by SPA online shopping malls were classified according to their fit, with a realistic indication of the size. Moreover, a survey on specific behavioral patterns in customers` purchase of jeans was used to clarify the actual perceptions of customers regarding the diversity of fits, the relevance of the metrosexual trend to consumers` specific choices, and differences among the groups considered in this analysis. The results showed that differences in purchase patterns arose with regard to pants size, body mass index (BMI), and the metrosexual trend. In addition, a large difference was observed between the groups in terms of their perceptions of fit according to physical peculiarities. It was revealed that metrosexuality has no relevance to this ; it appears to be merely a new trend. With this phenomenon spreading, online businesses are advised to provide more diverse and accurate information on the size and fit of jeans.

메트로섹슈얼 성향을 지닌 20대 남성의 외모관리 행동과 신체적 특성 사례 분석

하희정 ( Ha Hee-jung ),홍혜원 ( Hong Hye-won ) 한국디자인트렌드학회 2015 한국디자인포럼 Vol.47 No.-

외적으로 드러나는 모습에 대한 관심은 일반적으로 여성들에게서 많이 나타났지만 이제는 남성에게도 외모관리가 중요하게 여겨지고 있다. 이에 본 연구에서는 메트로섹슈얼 성향을 지닌 20대 남성들을 대상으로 설문지법, 심층면접, 인체 측정을 실시하여 이들의 의복행동을 포함한 외모관리 행동과 인식 및 신체적 특성에 대한 사례를 살펴봄으로써 남성용 패션 및 뷰티 상품 개발에 실질적인 자료를 제공하고자 하는데 그 목적이 있다. 연구 결과는 다음과 같다. 점무늬나 꽃무늬, 밝은 색상의 의복에 거부감 없이 입을 수 있다(4.45)고 응답하였으며, 액세서리에 거부감이 없고(4.37) 팔찌를 착용한다(4.09)고 하였다. 또한 헤어스타일에 신경을 쓰고(4.37), 외모 꾸미는 일에 흥미를 느껴(4.66) 거울에 나의 모습을 비추어보고(4.26) 간지가 나는 스타일에 눈길이 가며(4.29) 마음에 드는 옷은 비싸도 사고 싶다(4.23)는 항목 등에 높은 점수가 나타났으므로, 피부, 액세서리, 헤어, 패션 등의 요인들과 메트로섹슈얼 현상이 밀접하게 관련이 있는 것으로 생각된다. 본 연구에 참여한 피험자들의 신체 특성을 20대 한국 남성의 평균 신체 치수와 비교한 결과, 신장, 허리높이, 위앞엉덩이뼈가시높이, 엉덩이높이, 무릎높이, 어깨길이 항목 등이 더 크게 나타났고, 허리둘레, 배꼽수준둘레 항목은 더 작게 나타났으며, 넙다리둘레, 무릎둘레, 장딴지둘레 항목은 차이가 미미하여, 키가 크고 다리가 길며, 어깨는 넓으나 가슴과 허리는 날씬한 신체적 특성을 가지고 있다고 파악되었다. Interests in appearances are generally shown among women but now men also consider appearance management as importantly as women, and this study investigated appearance management, awareness and physical characteristics of 20s men with metrosexual tendency. As a result, men answered that they can wear spotted, floral patterned or bright color clothes without hesitation(4.45), they don`t mind to wear accessories(4.37) and they wear bracelets(4.09). In addition, they gave high grade in items such as they pay attention to their hair style(4.37), they are interested in grooming their appearances(4.66), they look themselves in the glass(4.26), they are inclined to fabulous style(4.29) and they want to buy clothes though they are expensive(4.23). Therefore it can be inferred that skin, accessories, hair, fashion and etc factors are closely related to metrosexual phenomena. As a result of comparing body characteristics of participants of this study and average 20s men in Korea, their height, waist-high, anterior-superior iliac spine height, hip height, knee height, shoulder length and etc were bigger and waist measurement and navel level measurement were smaller. And they were taller and had longer legs but shoulders are wider but chest and waist was thinner.

Metrosexual trend in facial care products: Analysis of factors that influence young Chinese men purchasing intention

Candy Lim Chiu,Qiyue Wang,Han-Chiang Ho,Jiang Zhang,Fusu Zhao 한국마케팅과학회 2019 Journal of Global Fashion Marketing Vol.10 No.4

Chinese men are now confronted by the very same pressures that women have faced in attempting to attain the ideal physical appearance which leads to more men are spending money on skincare products. This paper applies the ABC (affect-behaviorcognition) model of attitudes and aims to identify factors that influence the affective and cognitive attitude of young Chinese male consumers towards purchasing intention of men’s facial care products. The conceptual model was tested using sets of questionnaires that are distributed to male university students. The total sample consists of 402 respondents. Structural Equation Modeling (SEM) was used as a statistical method to assess the statistical significance of the proposed relationships among sets of observed variables. The results indicated that social recognition, social expectation, and word-of-mouth significantly influence Chinese young men affective component to buy facial care products, while cognition component successfully mediated between word-of-mouth, aesthetic appearance, health concern, and purchase intention. Although facial care products are traditionally associated with women, the current research contributes to knowledge of the importance and trend of the men’s facial care segment in Asia.