Sunday, June 7, 2009

Revenge of the Nerds!

Hegemonic masculinity argues that being "the man" isn't just about usurping power over women, but also over other men, as seen in this great Intel add. Of course the hegemonic masculine standard encompasses many other power-bases (e.g., physical, political, race, sexuality). Still, Ajay Bhatt in this add exemplifies important dimensions of the concept, in particular the evolving importance of technical expertise.

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