OUGD601 - Initial statement of intent

For my context of practice investigation, the focus of the study will be to look at how masculinity influences the world of fitness, the attitudes society has towards the fitness industry and how this may be changed in the near future. By understanding first what meanings masculinity has had over time and its current state, it will be possible to adapt an appropriate practical response that offers an alternative to the problems that masculinity may cause in society.

To begin researching the topic, it was important to gather different sources of information and the theories people had of masculinity. This way, a better understanding of where the problems in society and the fitness industry in particular, lie. Some of the research methods would include comparisons between texts written at different time periods, researching fitness in the media, researching independent studies and the values we hold in society. It may also be worth noting that if necessary, a survey of men could be conducted in a fitness environment. This way a better understanding of the current state of masculinity may be identified.

In conclusion to the investigation, a practical response will be made that will either expose masculinity for what it means or it could be used as a way to offer alternative views of how masculinity will adapt in the future. Through the use of either digital applications or personalised branding, a suitable response to the investigation can be made. This will mean researching fitness products, branding, packaging and marketing so that a conclusive response can be appropriated.

In terms of the theoretical and contextual references in which to place the investigation, there are several areas that may be appropriate for the discussions, including materialism, media influence, societal norms and values, social psychology and masculinity. By identifying theories of masculinity first, it is then easier to discuss these views and compare them with other theories so that a link between masculinity and fitness can be established.

To gather the information for the investigation, several books and articles will be analysed and discussed so that the legitimacy of each claim or theory can be established. Using the blog will allow for each book to be analysed separately and for quotes or theories to be highlighted to use in the essay. If a primary research method is needed for the investigation then it is likely to be recorded using a survey or through individual interviews with participating subjects.

The end result of the investigation will show a reflection on masculinity and its influence on the fitness industry. It also intends to conclude theories of where masculinity is headed in the future and how this may also change the attitudes towards fitness.