Men Who Wear Make-up: Young Korean Men’s Masculinity Management in the Neoliberal Korea

Scholars have debated whether hybrid masculinities perpetuate or challenge male dominance and power. This study advances such dialogue by unveiling the kernel of hybrid masculinities through careful examination of young Korean men’s narratives on how to manage appearance and dressing up, especially on wearing make-up. Findings suggest that young men narrate three approaches, namely, expressive, instrumental, and meritocratic, as a means to explain their perspectives on such practices. A close look into their statements on the rationales of dressing-up and wearing make-up—seemingly a social act of hybrid masculinities—shows that such behaviors are pathways to fortify masculine power whose roots intersect with the local socioeconomic structure. This study theoretically contributes to unveiling how the basis of male dominance and power intersects with the normative and pervasive ideal of the neoliberal self, suggesting traditional masculinities are concealed in the complex indigenous assemblage of neoliberalism and lookism.