The future of men /

Advertising/marketing professionals Salzman, Matathia, and O'Reilly examine the state of men, masculinity, and manhood in a postfeminist era. Specifically, they identify macro-level social, political, and economic shifts and/or trends currently facing men. They speculate on how transformations in these areas are going to affect men's relationships with spouses, children, colleagues, and friends. The authors also explore how these changes have fundamentally altered how men define themselves today, i.e., what it means to be a man in the 21st century. However, understanding how men have socially constructed their identities in this postfeminist era is only half of the authors' goal; they also identify implications for marketers, advertisers, and companies "looking to connect with the male consumer." It is for this audience that the book is perhaps most useful. The authors' findings are based on 70 interviews with males age 13-59; these consist of a sample of approximately 40 heterosexual men, 12 gay men, and both male and female members of several families. The interviewees were culled from the US, England, France, Turkey, India, and the Netherlands, bringing an international component to the findings. Summing Up: Recommended. General collections, and professionals and businesses. J. R. Mitrano Central Connecticut State University

There have been several attempts to establish an umbrella term to serve for men as ?feminism? has served for women, note the authors. ?Masculinism? hasn?t quite sparked interest in the ?popular imagination,? and while ?Metrosexual? remains firmly rooted in everyday vernacular, it only applies to a specific section of the male population. Cue the emergence of the latest buzzword to be hyped by trend spotting trio Salzman, Matathia and O?Reilly (Next: Trends for the Near Future)? ?M-ness? (or ?My-ness?) which is loosely defined as men who ?do exactly what it takes to get what they want, when they want it.? This can include finding an attractive partner (male or female), achieving power and wealth, and honing one?s health and physical prowess. According to the authors, this ?Dawning of the Age of M-Ness? is in direct response to social-psychological shifts taking place between the sexes, where the ?female?s need for the male? [is] tied to biological function rather than the provision of food, shelter, protection, or even comfort.? Written with great elan and hyperbolic vigor, the book features a liberal dose of media and pop-cultural references alongside excerpts from 70 interviews conducted with ?real people.? Based on these observations, the authors have identified what they believe to be the pinnacle of M-ness? the ?Ubersexual? ?an extension of the metrosexual, minus the sexual ambiguity. (For example, both Metrosexuals and Ubersexuals like to shop, but the Ubersexual is more focused and only purchases items that ?enhance his collection.?) Targeted at readers looking to connect with the elusive male consumer, the book should stimulate more than its share of water cooler conversations and trend-forecasting magazine articles. (Sept. 16) Copyright 2005 Reed Business Information.