ABSTRACT
In contemporary Western culture the male body is being placed under an aesthetic gaze unlike anytime in the past. With the advent of the niche market created around the commodification of the male body, men’s bodies are being scrutinized by a wide and varied audience. This is now occurring in advertising within traditional print and television media, as well as the broader and far-reaching electronic web-based media. Such scrutinization does not only occur from women who may presumably be thought to sexually fantasize over alluring male bodies. Indeed, the scrutinization and adoration is also emerging from males irrespective of sexuality and ages.
