Because of the many delicate issues they encounter, male beauty gurus are unsure of how far is too far when it comes to challenging such cultural norms. In my research, I found that male beauty gurus challenge or confirm norms in varying degrees. I think this is because of the fact that these norms have only recently began to nudge. As Fabricant and Gould’s experiment tell us, in 1993, men wearing makeup were considered an abomination. Today, with the increased presence of male beauty gurus on YouTube, we see that these standards are beginning to change. Moreover, The LGBTQ movement, central to the nudging of these norms for gender, is not done making strides. The territory these male beauty gurus are in is fresh and ever-adjusting. The gurus
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tries to position himself as a very masculine figure, largely because his channel conflicts with the idea of the hegemonic male—a “dominant construct of masculinity identity characterized by a rugged self-sufficiency and a disinterest in style and fashion” (Harrison, 2012). Although alpha m. presents a masculine approach to male aesthetics, the very fact that he and his viewers are interested in their appearance derives a negative response. Alpha m.’s approach is to dissociate himself from anything feminine and call attention to masculinity as often as possible. Despite crossing into female territory, alpha m. and others like him still acknowledge that social norms dictate that there is a line not to be crossed. In the banner on his YouTube channel’s page, alpha m. sums up his work in three words: grooming, style, and fitness. Correspondingly, his banner features three images-- the first of him trimming his nose hairs with a nose trimmer, the second of him in suit, and the third of him lifting weights in the gym (alpha m., 2016). These ‘manly’ terms and images work to distance alpha m. from femininity. Also, Alpha m. does not refer to himself as a beauty guru. He tries to dissociate himself from that community despite being categorized as a guru in YouTube’s list and having a channel that deals with enhancing appearance and attractiveness. Moreover, in videos like “How To Have Clear Skin | 6 Simple Skincare Tips,” alpha m. tries to make what he does sound as manly
tries to position himself as a very masculine figure, largely because his channel conflicts with the idea of the hegemonic male—a “dominant construct of masculinity identity characterized by a rugged self-sufficiency and a disinterest in style and fashion” (Harrison, 2012). Although alpha m. presents a masculine approach to male aesthetics, the very fact that he and his viewers are interested in their appearance derives a negative response. Alpha m.’s approach is to dissociate himself from anything feminine and call attention to masculinity as often as possible. Despite crossing into female territory, alpha m. and others like him still acknowledge that social norms dictate that there is a line not to be crossed. In the banner on his YouTube channel’s page, alpha m. sums up his work in three words: grooming, style, and fitness. Correspondingly, his banner features three images-- the first of him trimming his nose hairs with a nose trimmer, the second of him in suit, and the third of him lifting weights in the gym (alpha m., 2016). These ‘manly’ terms and images work to distance alpha m. from femininity. Also, Alpha m. does not refer to himself as a beauty guru. He tries to dissociate himself from that community despite being categorized as a guru in YouTube’s list and having a channel that deals with enhancing appearance and attractiveness. Moreover, in videos like “How To Have Clear Skin | 6 Simple Skincare Tips,” alpha m. tries to make what he does sound as manly