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Cathartic Masculinity: Men, Masculinity and Market

21 Nov 2017

The study endeavors to uncover the ‘marginal’ masculinity that exists in the rape- prone Indian capital New Delhi, which is referred to as being cathartic. This small group relates itself to the changing world order and the paradigms of femininity and accepts the fall of hegemonic forms. Their integration to the market is far from being conspicuous, but they are the consumers of the future. The study employs a modified ZMET and unravels the consumption rituals and characters of this group. The deep metaphorical exploration of what it means to be a man today is followed by examination of reflections of the broad themes of  cathartic masculinity in contemporary advertising.