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Queering Masculinities in Language and Culture pp 19–42Cite as

Palgrave Macmillan

Is the Rectum a Gold Mine? Queer Theory, Consumer Masculinities, and Capital Pleasures

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Part of the book series: Palgrave Studies in Language, Gender and Sexuality ((PSLGS))

Abstract

This chapter investigates a potential shift in representational regimes and the consumerist exploitation of the rectum, a male body part often considered taboo. The analysis is based on a set of advertising texts that promote sex toys that are said to improve the health of the male prostate, as well as produce sexual enjoyment. The chapter also seeks to re-purpose a queer theoretical approach to discourse analysis in light of a neo-Marxian commitment to unveiling the economic rationale underpinning neo-liberal regimes of consumer culture.

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Author information

Authors and Affiliations

  1. Department of Swedish, University of Gothenburg, Gothenburg, Sweden

    Tommaso M. Milani

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  1. Tommaso M. Milani
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Editor information

Editors and Affiliations

  1. Linguistics and English Language, Lancaster University, Lancashire, United Kingdom

    Paul Baker

  2. Literary, Linguistic and Comparative Studies, University of Naples “L’Orientale”, Naples, Italy

    Giuseppe Balirano

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Milani, T.M. (2018). Is the Rectum a Gold Mine? Queer Theory, Consumer Masculinities, and Capital Pleasures. In: Baker, P., Balirano, G. (eds) Queering Masculinities in Language and Culture. Palgrave Studies in Language, Gender and Sexuality. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-349-95327-1_2

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  • DOI: https://doi.org/10.1057/978-1-349-95327-1_2

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  • Publisher Name: Palgrave Macmillan, London

  • Print ISBN: 978-1-349-95326-4

  • Online ISBN: 978-1-349-95327-1

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