“I’m selling the dream really aren’t I?”: Sharing Fit Male Bodies on Social Networking Sites

This chapter explores how young, white, middle class men have begun to labour in their leisure time through the production and circulation of images of their fit bodies on social networking sites (SNS). Drawing on neo-Foucauldian theorists and critics of post-Fordist labour we argue that labouring for a fit body participates in the entrepreneurial project of the self. In the precarious climates of neoliberal austerity, where we are encouraged to be creatives and entrepeneurs, SNS have become sites where new forms of masculinities are being displayed for the purposes of self-branding.