'Fit is the new rich': male embodiment in the age of austerity

Journal: 
Issue: 
Winter 2015
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Investing in the perfect body is hard work and very little play 

In July 2014, cultural commentator Mark Simpson coined the term ‘spornosexual’ to signify a new articulation of masculinity that had begun emerging across different locations within contemporary culture. A portmanteau of sportsman and porn star, a spornosexual is a young man who attempts to fashion a spectacularly muscular body in order to share images of it on social networking sites.  […]

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