Abstract
This article discusses the images of male bodies published by the Brazilian magazine O Cruzeiro between 1946 and 1955. Rather peculiar bodies were shown in specific relations which have reshaped habits and attitudes into an entirely new dimension. Such images show a longing for modernity, a modernity which is marked by North-American consumption ideals – the American Way of Life, implemented in Brazil after the 1940s. Such consumption made spaces and habits more modern, through the promotion of a seductive image arsenal designed to broaden the action fields of both women and men, but at the same time reinforcing space limits and stereotypes of what was considered “masculine” or “ feminine.”
Resumo
Abstract
This article discusses the images of male bodies published by the Brazilian magazine O Cruzeiro between 1946 and 1955. Rather peculiar bodies were shown in specific relations which have reshaped habits and attitudes into an entirely new dimension. Such images show a longing for modernity, a modernity which is marked by North-American consumption ideals – the American Way of Life, implemented in Brazil after the 1940s. Such consumption made spaces and habits more modern, through the promotion of a seductive image arsenal designed to broaden the action fields of both women and men, but at the same time reinforcing space limits and stereotypes of what was considered “masculine” or “ feminine.”
- © 2010 by the Board of Regents of the University of Wisconsin System
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