‘Marketplace Masculinities’ Within the International Public Arena of Global Media: Towards a Christian Spiritual Approach to Male Embodiment and ‘Genital Ensoulment’

Abstract

Abstract Under the pressure of deconstruction, criticism within the gender discourse, and the fading away of the traditional patriarchal male role functions, male identity is in a crisis. Due to the impact of the mass media, masculinities are currently mostly determined by the healthiness, body-image and achievement ethics of a market-driven economy (marketplace masculinities). It becomes closely associated with the instant need-satisfaction of a consumerist society. As a public issue, maleness is moulded by power, six-pack fitness, wealth, success, money and phallus. Plastic instant masculinity is shaped by the ancient old symbol of phallus, the post-modern Zeus: Rambo, and the leisure idol of playboy. This article considers the extent to which the Christian spiritual notion of phronesis within inhabitational theology can reframe masculinities, and argues that from a spiritual perspective males can grow into compassionate men. The article concludes that patriarchal headship should be transformed and replaced by the theological public of servant-hood and the trans-cultural notion of an eschatological identity.