Cologne For Bloggers?
The term metrosexual was dubbed word of the year for 2003.
Metrosexuality is the trait of an urbane man who has a strong aesthetic sense and spends a substantial amount of time and money on his appearance and lifestyle. Though the term has undergone a transformation from its original meaning (a heterosexual man who appeared or acted as if he were homosexual), current trends have seen the metrosexual label placed upon masculinity’s embracing of practices usually perceived to be feminine, rather than those specifically associated with the homosexual. Debate surrounds the term’s use as a theoretical signifier of gender deconstruction and its associations with consumerism. Current gender scholars view metrosexuality as representative of the embracing of relational understanding in addition to its lifestyle and aesthetic implications.
Frankly, I think this is bollocks—just some excuse for men to justify wearing makeup and getting pedicures, and crying out their eyes in public. But then society has changed, hasn’t it? And so has the view of masculinity as having to be about gruff, strong-egoed individuals.
Now the term technosexual is coming into fashion. Oh, please. I think I’m seeing a trend here. Next time, (insert favorite word here)-sexual will be in fashion.
They’re more of a marketing term rather than something that really reflects something prevalent in society. So what if men have been touching on their emotional sides and trying to keep a bit neater in appearance? It happens, but you don’t necessarily have to give it a name!
But then if there’s money being made from such marketing hype, then these people must be serious. For one, Calvin Klein is heavily banking on the techosexual for marketing its latest fragrance line, the in2u. From Valleywag:
In 2008, the marketing campaign for the fashion label’s new scent, CK in2u, borrows the language of bloggers, teen texters and Myspace exhibitionists. What better metaphor for the evolution of blogging: first, an exercise in self-mockery; then, irresistible media catnip; and, within a decade, inevitably, a zeitgeist to be bottled, literally, and marketed to the masses.
(I’m not one to rely on Valleywag for useful information, but then who does?)
Even the New York Times featured commentary on the CK ads (via complex.com)
A typical line from the press materials for CK in2u goes like this: “She likes how he blogs, her texts turn him on. It’s intense. For right now.”
So if you’re a blogger, or really into other things technology, you’re a target for marketeers. They know technology excites you, and that includes gadgets, electronics, autos, and even apparel and accessories. But then again, this kind of marketing is more of hype rather than lasting buzz. What happens when bloggin and tech are no longer in the limelight?
Image: Jason Kottke posing in front of a CK one ad, circa 1998
What do you think?