Title Diners, dudes, and diets how gender and power collide in food media and culture Emily J.H. Contois

Published Chapel Hill University of North Carolina Press 2020

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Description 1 online resource illustrations Series Studies in United States culture Studies in United States culture. Contents Preface: these are the stakes -- Introduction: gender, consumption, and the Great Recession era of corporate food marketing -- Crafting dude food media: from advertising to men's cookbooks -- Creating a dude chef: Food Network's Guy Fieri -- Producing food for dudes: the masculinization of diet soda & yogurt -- Marketing diets to dudes: health, bodies & selves on Weight Watchers -- Conclusion: dude, what happened? Summary "In Diner, dudes, and diets, Emily Contois examines contemporary food culture and a variety of its consumer products to reveal how the food, marketing, and media industries sought to create new markets by catering to men through the idea of 'the dude.' Contois identifies today's 'dude masculinity' as arising from a late twentieth-century crisis in traditional gender roles at a time of major social, cultural, and economic change. Though the term 'dude' originated in the late nineteenth century as a term for dandyish men overly concerned with fashionable appearance, Contois defines today's dude as a man who doesn't meet traditional standards of economic and social success or manly self-control but nevertheless retains a degree of masculine privilege. As Contois shows, food culture has been on the front lines of producing and deploying this dude masculinity. Her study uses methods from history, media studies, and gender studies, and she draws on a broad popular culture archive that includes print media, television, social media, and sports talk radio"-- Provided by publisher Bibliography Includes bibliographical references and index Notes Print version record Subject Men -- United States -- Social life and customs -- 21st century Food habits -- United States -- History -- 21st century Men in advertising -- United States -- History -- 21st century Advertising -- Food -- United States -- History -- 21st century SOCIAL SCIENCE -- Popular Culture. Advertising -- Food Food habits Men in advertising Men -- Social life and customs United States Genre/Form History Form Electronic book ISBN 9781469660769 1469660768 9781469660752 146966075X

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