The 'Mad Men' of Nutrition: The Drinking Man's Diet and Mid-Twentieth-Century American Masculinity

摘要

In 1964, a diet presented itself that would not only allow American men to recapture their fading youth and health through trimmer bodies, but would also permit them to reclaim their disappearing post-war social power through a reassertion of heteronormative hegemonic masculinity. Called The Drinking Man's Diet: How to Lose Weight with a Minimum of Willpower, it was a statement against the changes that were occurring in American society, conveyed within the framework of dietary advice: a homosocial tool that allowed men to recuperate their lost masculinity through food - That is, what they did, and did not, eat and drink.