Abstract
Until recently, cosmetic surgery was associated almost exclusively with women. However, men appear to be altering their appearance in increasing numbers. Both the media and the medical profession have seized upon this phenomenon as just one more example of the growing equality between the sexes, arguing that it is just a matter of time before men are having just as much cosmetic surgery as women. In this article, I take issue with the notion of the `new' sexual equality in the realm of appearance and women and men's involvement in the practice of cosmetic surgery. To this end, representations of the male cosmetic surgery patient in the media and in medical texts will be analyzed. Drawing upon contemporary theories of masculinity, I will show why, contrary to popular belief, we have every reason to expect that cosmetic surgery will remain a predominantly feminine practice.
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