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πŸ§‘β€πŸ« ‘Green Your Groin!’ Sustainability, Men’s Underwear, and Ecomasculinities

Friday, November 20th, 2020 @ 3:30 pm - 4:30 pm

Brandon University

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Jonathan Allan

Please join us for the next instalment of the 2020-21 Faculty of Arts Speaker Series. Dr. Jonathan Allan (English & Creative Writing) presents:

“‘Green Your Groin!’ Sustainability, Men’s Underwear, and Ecomasculinities”Β 

Meeting ID: 913 1773 9372

Passcode: FASS2020!

β€œGreen Your Groin! Let Your Parts Do Their Part” announces Duluth Training for their new underwear for men Eco-Cheeks. Bluebuck declares that they are β€œa brand for the man who combines the rugged and the natural; who has a keen sense of environmental responsibility aligned with a strong sense of self.” And Saxx sells a pair of underwear β€œmade for the guy that is never without his reusable bag.”

This paper draws on hybrid masculinity theory, a recent theoretical innovation in the critical study of men and masculinities, which studies performative progressivism. This theoretical position argues that as men become more liberal or more socially attuned, these advances are largely performative or stylistic, rather than structural. To these ends, I study how men’s underwear producers discursively present their underwear in advertisements and on their webpages, and how this becomes a project of progressive activism while maintaining ideas of masculinity.

Brandon University is committed to being an accessible institution. To ensure that any event is available to all who are interested in attending, please advise us in advance of any accessibility considerations. Accessibility contact: communications@brandonu.ca


Friday, November 20th, 2020
3:30 pm - 4:30 pm
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Brandon University
270 18th Street
Brandon, MB