Document Type

Conference Paper


This item is available under a Creative Commons License for non-commercial use only


Business and Management.

Publication Details

Conference on Gender, Marketing and Consumer Behaviour, University of Cumbria, UK, 26th - 29th June 2010


This paper looks at how young Irish men construct their masculine self/identity/body keeping in mind the mediated world within which they find themselves, and considering their own more immediate social surroundings and influences, that is to say, their interpretive community. The research paper combines Foucault’s later writings on technologies of the self with literary theory, using critics such as Stanley Fish (1980) and his work on ‘Interpretive Communities’ to inform the study.

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