Abstract
Abstract In 2014, a British journalist coined the term spornosexual to account for the emergence of a body-obsessed version of metrosexuality. While metrosexuals practice beautification rituals, spornosexuals are men obsessed with developing muscular bodies and self-objectifyingly flaunting them online. In an age of neoliberalism and globalization, this form of masculinity has now spread worldwide, including to Singapore, as a hegemonic ideal male figure. Using a multimodal analysis, we investigate four racially Chinese, Singapore-based Instagram users who represent prototypical spornosexual ideals through their bodies and fitness practices. We examine the way these Instagram users embody the personhood of a spornosexual through their construction of mediatized identities online. The meanings and values associated with the muscular body are also explored and subsequently compared with traditional notions of masculinity in Singapore.
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