ABSTRACT
This chapter explores the point at which men’s bodies had become avatars of contemporary consumer culture. It argues that this process has escalated and that in the 21st century men’s bodies and masculinity have progressively become assimilated through the processes of late capitalism as signifiers of sex and sexuality in ways that are analogous to those that critical practice has routinely associated with femininity and women’s bodies. In a somatic society then masculinity and femininity are equally sites for the staging of the erotic.
