Constructing Hegemonic Masculinity: An Intersection Of Fitness And Games

This research focuses on the intersection of consumption practices related to fitness and games within the construction of hegemonic masculinity. Within qualitative research paradigm, semi-structured interviews are conducted with seven male participants who are actively involved in both domains. Results of six-step thematic analysis showed six distinct themes: superiority and competitiveness, power and performance, accomplishments, and gains. Consumption within these fields reinforces normative and glorified masculine values. Participants emphasized objective and rationalized consumption practices which align with Baudrillard’s masculine consumption model. The findings suggest that fitness and gaming are perceived as platforms in which hegemonic masculinity is sustained through consumption patterns. The study highlights the gendered dimensions of consumption, challenging assumptions of rational consumer behavior. It also underscores the importance of deconstructing traditional gender norms to foster alternative, inclusive understandings of masculinity. Future research should include different perspectives to include female participants.