36 - Masculinités médiatiques
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Pauline Mortas
« Immediate recovery of virile strength ». Press advertisements against sexual impotence and the making of masculinities during the Third Republic
Le Temps des médias n° 36, Printemps 2021.
This article questions how press advertising shaped models of masculinity between the 1870s and the 1930s. Focusing on advertisements against male sexual impotence, it shows the rise of a market which, while participating in the sexualization of masculinity, also aims to preserve its clients’ manliness. The masculine models promoted in those ads reflect the political concerns of the Third Republic, from colonial ruling to fighting degeneration and depopulation.
To quote this article : https://www.histoiredesmedias.com/Immediate-recovery-of-virile.html