Take the Queer Eye show break for the Straight Guy. This entertaining television program took the stereotype (often true!) Of gay men are more fashion conscious, educated and expert men aesthetically straight and became the central idea. These men ran amock nifty gay, heterosexual men giving advice to not know everything from the choice of swimwear to their behavior with the opposite sex. The show was a great success in the U.S. and the world, and even resulted in localized versions in different countries.
There are other examples, more general. Take the gay ideal of masculinity, which focuses on good preparation and fitness. While gay male icons are often Adonis, as their heterosexual counterparts have been able to get away with it is less than in form and sometimes downright slobby. But this seems to have changed in recent years.
A couple of recent "sword and sandal" epic illustrate very well. In Troy, the two main stars (Brad Pitt and Eric Bana) were fitter, stronger and more muscular than any of his previous roles. A similar look was required for the movie 300 Spartan warriors. All major actors and extras, had clearly spent a lot of time in the gym. The star, Gerard Butler, followed by a punishing training regime to four months before filming, often working with a physicist well known.
One wonders how many of the original Spartans have seemed so polished. Of course, not have the benefit of digital monitors blood sugar, isometric exercise equipment, protein bars and everything else. (Although it would have been far more lethal, of course!)
Compare these with the Roman epic films of the fifties and sixties. In films like Ben Hur and Spartacus physical perfection was not as important. Stars such as Tony Curtis, Kirk Douglas and Charlton Heston were certainly fit, but not perfect physical specimens we have seen marching across the screen lately.
The changing nature of James Bond, is another example. Sean Connery, the original Bond film, was a male icon. He was an imposing physique and hairy chest. Of course, there was overweight, but not well toned. As he did move in your bathing suit in at least one film, this was both to serve the plot as it was to give women something to ogle.
Then it was Roger Moore. While sleek and stylish, not very athletic. He was most comfortable in a suit, and seemed to have an aversion to bathing suits.
The newest Bond, Daniel Craig, is more fit and muscular than any of his predecessors. He's probably training with Gerard Butler! In a purely ornamental scene in Casino Royale rises from the waves to show his (hairless) barrel chest and washboard stomach. Needless to say, when dressed was always the most elegant attire.
Interestingly, these are all big budget movies that appealed to a demographic. Type films are not gay films. However, the men of action who are in the way, elegant and fashionable often kills all bad. While the growing influence of gay male aesthetics is not the only reason for this phenomenon is undoubtedly an important factor.
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