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

Winter 2015

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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