This book studies some important myths of masculinity in various popular genres, including the western, the horror film, rock music and pornography. The author argues that popular culture gives us highly complex and ambivalent images of men. The hero turns into the anti-hero; feminine and homoerotic material leak in; the male is often shown as the victim. Attention is also paid to important theoretical issues in gender studies and cultural studies, such as identification and the relation between subject and text.

This book studies some important myths of masculinity in various popular genres, including the western, the horror film, rock music and pornography. The author argues that popular culture gives us highly complex and ambivalent images of men. The hero turns into the anti-hero; feminine and homoerotic material leak in; the male is often shown as the victim. Attention is also paid to important theoretical issues in gender studies and cultural studies, such as identification and the relation between subject and text.

This book studies some important myths of masculinity in various popular genres, including the western, the horror film, rock music and pornography. The author argues that popular culture gives us highly complex and ambivalent images of men. The hero turns into the anti-hero; feminine and homoerotic material leak in; the male is often shown as the victim.

“Beliefs about men and women are as old as humanity itself, but Fine’s funny, spiky book gives reason to hope that we’ve heard Testosterone rex’s last roar.” —Annie Murphy Paul, New York Times Book Review Many people believe that, at its core, biological sex is a fundamental force in human development. According to this false-yet-familiar story, the divisions between men and women are in nature alone and not part of culture. Drawing on evolutionary science, psychology, neuroscience, endocrinology, and philosophy, Testosterone Rex disproves this ingrained myth and calls for a more equal society based on both sexes’ full human potential.

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

"In Gender Shock, Phyllis Burke explodes the many myths surrounding our rigid gender system of male and female by looking through three lenses of gender identity: behavior, appearance, and science. Analyzing the latest research in psychology, genetics, neurology, and sociology, Burke finds that gender (or behavior) is not the result of one's biological sex (the body itself) and that gender and sexuality are separate elements of the self. With common sense and compassion, Burke challenges the notion that men and women are from different planets by revealing how there are more variations within each sex than there are between the two."--BOOK JACKET.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved

...lies understanding. This is what bestselling author Warren Farrell discovered when he took a stand against established views of the male role in society, and pursued o course of study to find out who men really are. Here are the eye-opening, heart-rending, and undeniably enlightening results...

Illustrating their points with materials ranging from the prehistoric cave paintings to the mystic Jewish Kabbalah, from the ancient Indians Vedas to tales of the North American Indians and other myths from around the world, Leeming and Page reveals the changing mask of the male divine.

A fascinating collection of myths and stories from around the world that offers gay men a key to discovering the myths and heroes of their lives.

This translation brings together ancient classical texts derived from Eratosthenes' handbook of astral mythology, Hyginus' guide to astronomy, and Aratus's astronomical poem Phaenomena to provide a complete collection of Greek astral myths.