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(Title of the Thesis)* MO BROS: MASCULINITY, IRONY AND THE RISE OF MOVEMBER by Matt Ventresca A thesis submitted to the School of Kinesiology and Health Studies In conformity with the requirements for the degree of Doctor of Philosophy Queen’s University Kingston, Ontario, Canada (January, 2016) Copyright ©Matt Ventresca, 2016 Abstract Movember, the annual month-long charitable event in which men grow moustaches to raise funds and awareness for various “men’s health” causes, originated in 2003 as a challenge between a group of Australian friends to “bring back the moustache” as a fashionable grooming practice. Since its humble beginnings, Movember has grown as a charitable initiative, boasting over 4.5 million participants and raising $677 million. With participants coming from as many as 21 countries worldwide, Movember is a global phenomenon closely articulated with contemporary fashion and popular culture trends. By examining the 2012 and 2013 campaigns, I consider what social and historical forces have contributed to the popularity of Movember and the resurgence of the moustache as a trendy grooming practice for men. I investigate how the movement’s fun-loving approach to charity shapes, and is shaped by, dominant ideas about masculinity and gender more broadly. I conceive of Movember as a global brand and explore how the campaign is situated within consumer culture and how it influences contemporary philanthropic practices. Informed by the theoretical perspectives of Michel Foucault, I conduct extensive discourse analyses of online resources related to Movember including the campaign website, blogs and social media. I also examine media coverage about the movement, moustache-related popular culture, and promotional materials distributed by the campaign and its sponsors. My findings reveal how Movember is constructed as a post-political movement. The campaign’s use of irony as a discursive strategy and promotion of universal values concerning health and social progress actively depoliticizes conversations about “men’s health.” Throughout my dissertation, I develop two ideas – brand(ed) activism and ironic masculinity – to conceptualize how Movember enables ii problematic understandings of gender and philanthropy while constraining the space for politicized discussions about health and masculinity. Through these concepts, I explore the relationship of Movember to broader cultural trends including shaving and grooming rituals, hipster culture, kitsch and retro commodities, the politics of selfies, and hockey’s playoff beard. I argue that Movember’s mission to “change the face of men’s health” is limited because it preserves normative definitions of gender and activism within the confines of neoliberalism and commercialized popular culture. iii Acknowledgements Calling this section a list of “acknowledgements” simply does not do justice to the feelings of gratitude that I am hoping to express through the following words. I will do my best to convey how this experience was irreversibly shaped by the relationships I was lucky enough to have with the people mentioned below. My sincere thanks to the fantastic group of academics who served as committee members, teachers and mentors throughout various stages of this process, including Rob Beamish, Eleanor Macdonald and Sam McKegney. I am especially indebted to Sarah Banet- Weiser, who graciously served as my external examiner and provided invaluable feedback to help me launch the next stages of this research. Special thanks are also due to Elaine Power and Mary Louise Adams: thank you both for your support, generosity and for always keeping me on my toes. It is safe to say that this dissertation would not exist had I not been fortunate enough to be supervised by Samantha King. It is not every day that you get to work alongside the person who literally wrote “the book” on the topic you’re studying. Thank you, Sammi, for encouraging me and challenging me from day one and being a shining example of an exceptional academic who is also an exemplary human being. I am deeply appreciative of the time, energy and friendship offered by a crew of brilliant intellectuals who have played a role in my academic life: Nick Baxter-Moore, Scott Henderson, Mark Norman, Courtney Szto, Estée Fresco, Armando Alfaro, Alex Pederson and Tim Fowler. I am also supremely grateful to the members of Men Who Like Feminism, especially Dan Vena, who taught me so much about the power of compassion and the importance of listening. iv The outstanding group of friends and colleagues at the School of Kinesiology and Health Studies left a huge mark on me and this research. These folks had front row seats as I moved through this process and it was absolutely great to have these friendly faces wandering the halls of SKHS: Robbie, Marty, Scott, Jer, Hawz, Andrea P., Victoria, Jenn W., Adam, Carolyn, Jen B., Andy, Barnes, Flurry, Kyle Clarke, Heather, MJ, Lauren and so many more. I owe a special note of gratitude to Robert Millington, who whether he knew it or not served as my co-pilot as I ventured into uncharted terrain of teaching and research. I also had a veritable legion of close friends from Kingston, Niagara, Toronto and worldwide that were constantly there when I needed a laugh, sports analogy or something new to listen to. To The Groove Commute - Scott, Christine, JR, Graham, Andrea and Keira: Thanks for bringing music back into my life when I needed it most. When I look back on grad school, I will be just as proud of what we accomplished as a band as I will any piece of research or course syllabus. I can’t wait to celebrate your future accomplishments at Queen’s and beyond. START THE CLOCK. I am so thankful for the support of the Hemsworth and Miller families in Thunder Bay. Thank you for reminding me that there is always a reason to laugh (and sing!) even in our darkest and most stressful hours. My family has similarly been an unending source of support and encouragement throughout this journey. Thank you for keeping me upbeat, focused and, most importantly, well- fed. I am grateful for your patience, kindness and willingness to listen as I tried to find my way. To my brother, Christian, we may not be much as fantasy football co-managers, but I have certainly learned so much from you over the years that helped me through this process. To my parents, Dominic and Mary Ann, your love and support has never wavered and for that I am v endlessly grateful. This accomplishment would simply not have been possible without your guidance, wisdom and generosity. Thank you for standing with me every step of the way and believing that a dissertation about moustaches was worth writing. I am utterly and hopelessly at a loss about how to properly thank my partner, Katie, in this type of document. Somehow we decided that doing our PhDs at the same time was a good idea, but I really can’t picture this happening any other way. I would not be the researcher or the person I am today without your kindness and support. Thank you for listening to each and every idea, opinion, rant, song and baseball recap. Know that even if we don’t know where our next stop will be, we can just keep rollin’ on. This dissertation is dedicated to the memory of Nonno Salvatore Ventresca, the man we called “The Moustache” long before it was cool. vi Table of Contents Abstract .......................................................................................................................................... ii Acknowledgements ...................................................................................................................... iv Chapter 1 Introduction: A Moustache in Search of a Cause .................................................... 1 Studying Movember: Contexts, Questions, Contradictions ........................................................ 7 Movember and Neoliberalism: A Hairy Situation .................................................................... 11 Movember and the Post-Political: Depoliticized Ways of Speaking ........................................ 15 Mo Bros: Mapping the Dissertation .......................................................................................... 21 Chapter 2 Combing Through Movember: Theory and Method ............................................ 28 Online Movement, Online Methods .......................................................................................... 36 Research Sample and Data Collection Techniques ................................................................... 40 Real Conversations? Considering the Politics of Online Research........................................... 44 Chapter 3 “Real Men, Real Moustaches, Real Outcomes” ..................................................... 51 “Real” Men ................................................................................................................................ 51 “Real” Moustaches .................................................................................................................... 64 “Real” Outcomes ....................................................................................................................... 88 Chapter 4 Selling the Moustache: Movember as Brand(ed) Activism................................... 90 Mapping the Philanthropic Landscape: Charity and Consumer Culture................................... 96 Movember as Brand(ed) Activism .......................................................................................... 100 Commodities to Brands: Moustaches, Fashion and Indirect Consumption
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