






 ,  ,  Β

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 Β     S.T.A.R.  Euro RSCG Worldwide.           .          :        (Buzz: Harness the Power of Influence and Create Demand).






 ,   2003 ,        (Schuyler Brown)    (Ryan Berger),  Euro RSCG Buzz (    ).    ,   -,             .    -   .         ,                     ,          .

        . ,      ,        ,         -.     2004        New York Observer  Observer ()     .      (Hilary Heard),     Hermes  -.       Scientology Published Service Completion  -,       ,            .



,    


           ,                 (New Rules for the Mating Game)   (Stuart Harris)  --, ,      ,   :   (Me Tarzan, You Jane: The Biology of Gender)   (James Harkin), .       ,     TBWA International  ,        Young & Rubicams Intelligence Factory.

  ,                  :       (   )  1996       1990-  (    ,    )   ,  :     ?

 2003               (Social Issues Research Centre) ().                1996  1999 .    ,    Intelligence Factory.      New Statesman  Independent on Sunday.

  craigslist.org        .   ,    (Ian Sage Sherman)  ,     -, ,   ,   ,            ,     ,          -    .      (Natalie Reitano)  -,   ,    .   ,       ,     .     .

  (Jenny Burke),     Euro RSCG Worldwide                     ,       .       2002  2004       ,         ,     .        (Jenny and Karina Meckel).       -  ,        - (Warren St. John)  New York Times ,     .            .



 


 -,    Telegraph ()   ,    ,      ,   ,      ,    ,       .   (Jessica Kirsh)    CK Publicity, ,     (Alie Jowett)    (Bella Jowett)    ,       2003 ,         ,   .      ,           -, , , , , ,     -,   . ,  ,        (Mark Simpson),   ,       .           (Matt Donovan),     Euro RSCG  ,         -,     (Dan Pankraz),    Euro RSCG  ,       Saatchi & Saatchi  .          ,     ,       ,  ,     ,            .



 Euro RSCG


  (Bob Schmetterer),        Euro RSCG Worldwide;  ,     Euro RSCG Worldwide  -;   (Lisa Fabiano),  -       Euro RSCG Worldwide;   (Robert Fahmy),       Euro RSCG Worldwide;   (Peggy Nahmany),     Havas, - Euro RSCG,       (Lillian Alzheimer)      ,      .                  (       !).        ,          .      (Mercedes Erra),   (Marianne Hustel)    (Nicolas Chemla)  ,    (Patrick de Regt)  ;   (Vincent Digottnent),   Euro RSCG Worldwide  - ;    (Francoise de Riviere)      (David Jones),     Euro RSCG Worldwide  -,       .

  (Rmain Hatchuel),    Euro RSCG Worldwide,       (Philippe Starck)   The Key,       ,       ,     ,        ,   .  ,        ,      ,      ,   ,   .

        (Mark Wnek),            Lowe  -,     .     ,        .



,    


  (Alan Appelbaum)   MarketProbe International        ,   .         (Stuart Harris)   ,      .

   ,      ,        (Debra Goldman)   Adweek         (The Male Ego Takes a Beating).       ,     (Alison Fahey)   Adweek   ,         .     ,           -,    ,        .   (Roxane Marini)     ,      .   (Lindsay Neiman),   -,    Euro RSCG Worldwide  2004 ,    ,    (Rebecca Stokes)      .      (Helen Lepore),       .    (Owen Dougherty),    Euro RSCG Worldwide,   (Nancy Wynne),   Euro RSCG Worldwide,     (Jim Heekin),       Euro RSCG Worldwide,     ,    ,        .



     


      (Lara Anderson),   (Priyanka Bajaj),   (Karishma Birdy),   (James Cullinane),   (Elisabeth Cuming),   (Cynthia Cyfert),   (Shama Dalai),    (Niels den Otter),   (Tim Dirgins),  ()  (Katherine (Katie) Fey),   (Meg Folcarelli),     (Belle and Jim Frank)    ,   (Will Frank)    (Rebecca Frank) (          ),   (Paul Fraser),   (Stuart Haselwood),   (Jim Holland),   (Brent Kaiser) (        ,        ),   (Dik Klicks),   (Quinten Lange),   (Cathy Lasowski),   (Tamilla Mamedova),   (Elinor Mileti),   (Richard Notarianni),   (Madeline Park), -  (Brenda-Lee Paul),   (Christopher Ross),   (Kshama Singhania),   (Jimmy Szczepanek),   (Rachel Taranta),    (Julius van Heek),   (Alex Wagner)    (Friso Westenberg)  ,             , ,   ,     .       (Fleur Dusee),   (Bernice Kanner),   (Karina Meckel),   (Jeanne Ponko),   (Shveta Raina),     (Sabine van der Velden)    (Margaret Wagner)  ,               .

         TWBA International, Young & Rubicam  Euro RSCG Worldwide.              ,       ,               .   .

         JWT,    .       (Bob Jeffrey),        (Marc Capra)      (Lew Trencher).       (Paul Lavoie)    (Jane Hope),  ,         TAXI.            ,      Euro:    2004 ,    2005 .

   Euro RSCG Worldwide        (Airie Stuart)   Palgrave.      :        (Buzz: Harness the Power of Influence and Create Demand),   Wiley & Sons  2003 .        ,             .       ,   (Melissa Nosal).

     (Jane Boardman)    (Sara Jensen)    Talk PR.    ,             Boss  Procter & Gamble,    .  ,  ,      2004 ,    ,      GQ (),  Times  Financial Times,     ,         ,        , ,   ,    -,       .

      2004 ,      Euro RSCG.     2004 .       Euro RSCG Worldwide,         ,    TAXI  Mcgarrybowen        -.         ,     .  , 2  2005 ,    ,      ,    ,    ,        , -.                 ,      .


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     2004       1970-    (The Stepford Wives).   ,       ,         .       .   ,             ,   .    ,  ,         -.  -     .              .  ,      , -      .

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  ?


      ,      ,    ,        .    , .            ,   . ,  XX ,   .               .   ,           ?          ,      ,         ,   ,       ?  ?    ,          ,       ,       ?

-  ,      .   ,   ,  ,  ,       .    ,  ,       ,    .                  ,          ,   .     ,       ,   ,      .

   ,      .

-        ,            .      ,    ,     ,   ,   .              ,     .

  ,   ,      ,    ,   ,   ,  , ,  ,  ,    .

    ,   ,      .         .  ,    , -, ,        . ,       (Helen Fisher),   ,        .      ,    :   .   ,           .         :  (     )           . (  .)         . , ,  ,    [4 - Helsten Fisher, Why We Love: The Nature and Chemistry of Romantic Love (New York: Henry Holt, 2004) (. ).] .

,      ,     ,   ,       ,  ,    .        .                ,          ,    ,  ,                .



     


  ,        . , ,     ,         ,      .     ,           .        ,     ,       ,     ,      [5 - Anne Campbell, Female Competition, Journal of Sex Research 41 (2004): 16 (. ).] .

    (Desmond Morris)                .    ,         .      .     30 % ,  10 %    7 %  .                  . ,   , :    ,        .     (   )     ,      ,    [6 - Desmond Morris, Men and Women Are Different for a Reason and We Can Turn That to Our Advantage: Sex, Nature and a Division of Labour, Sunday Herald Sun (Australia), May 9, 2004 (. ).] .

 ,     ,       . ,    :      ,    ,          .      ,            .     ,               ,    .   ,      ,           ,    .

,   , ,            ,      .       ,      ,    ,        .  ,          ,  .        ,        ,    .    ,       ,  .  ,    ,      .                 ,   ,             ,    ,  [7 - Desmond Morris, Shattering of a Sex Myth, Daily Mail (London), April 17, 2004 (. ).] .

    ,   , ,       .        ;   2,3        6      [8 - Tim Utton, Caveman Lives, but Dont Expect Too Much Small Talk, Daily Mail (London), December 27, 2003 (. ).] .

      .    10    ,   ,                [9 -   (. ).] .       ,      ,      . ,            . -            ,      (    ),     [10 - Debbie Cafazzo, Men and Boys Just Dont Think As Women Do, The News Tribune (Jefferson City, MO), October 5, 2003 (. ).] .

,     ,    .    ,     ,  ,    . ( ?)          .  , ,      .     ,    ,             [11 - Kathiann M. Kowalski, The Truth About Guys and Girls: Is It in Your Head? Current Health 2, January 1, 2004 (. ).] .  ,           ,      . ,      ,      ,        .  ,            .       .        20 ,      6 [12 - Utton, Caveman Lives... (. ).] .

,     ,                , , ,      .            .        ,    .           .     ,         ,   .  ,        ,      ;            [13 - Frank Muscarella, An Evolutionary Perspective on Human Reproduction, The Journal of Sex Research, February 2004; Nancy Weaver Teichert, Longevity Linked to Nurturing, Desert Morning News (Salt Lake City), July 24, 2003 (. ).] .

 2004        Nature,               .    3000     ,   XVIII  XIX ,   ,   ,    ,   ,      . ,    ,   [14 - Why We Owe So Much to Granny, South Wales Evening Post (Swansea, Wales), March 11, 2004 (. ).] .         ,     .   ?  ,      .            .



   


     ,        .       ,  .      ! :   ,     .   !     .   ,             .

?      ;              [15 - Rebekah Devlin, Behind This Door, Its a R-rated Animal Show, The Advertiser (Australia), June 20, 2003 (. ).] .

?   ,      Endocrinology,  8 %    .     ,          ,   ,        ,       [16 - Biology Is Behind Homosexuality in Sheep, Health Insurance Week, April 4, 2004 (. ).] .

?           ,    ,      . ,    , , ,          ,        500 [17 - Pamela Fayerman, Sex and the Faithful Gerbil, Vancouver Sun (Canada), January 4, 2004 (. ).] .

?          ,       .

?           ,    ,      [18 - Devlin, Behind This Door... (. ).] .

?    ,            ,   [19 -   (. ).] .



 


     ,      .        ,      .    .    ,              .      : ,      (The Essential Difference: Men, Women and the Extreme Male Brain)   - (Simon Baron-Cohen)        :   [20 - Simon Baron-Cohen, The Essential Difference: Men, Women, and the Extreme Male Brain (London: Penguin, 2003) (. ).] .  ,  -,      -  ;   ,               .      . - ,   ,  ,         , ,   . - ,         .       ,      ,        ,  [21 - Kowalski, The Truth About Guys and Girls... (. ).] .

     :    ,             1980-  (     ).     ?          1935 .       .   ,  ,            ,    [22 - Gillian Ferguson, Science Meets Pure Disney in Babyland, The Scotsman (Edinburgh), October 11, 2002 (. ).].        [23 - Cheryl Cornacchia, Mosquitoes Dine on Our Scientists, The Gazette (Montreal), June 16, 2003 (. ).].                   [24 - Fayerman, Sex and the Faithful Gerbil (. ).].

  ,    ,   ,  .  ,          ,       7 %   .      ,  [25 - U. Va. Researchers Study Bearded Women Syndrome, Associated Press, August 31, 2003 (. ).] .  ,             . ,   ,    ,  ,    , -     ,        ,  [26 - Kate Douglas, Boy or Girl? Planning a Baby? Think Its Sex Is Down to Chance? Think Again, New Scientist, September 14, 2002 (. ).] .

      (Valerie Grant) ,     -   ,       ,   Y,    .   ,       ,  ,        ,      .          (John Manning)   , .  2002     ,   ,  ,      ,      .        ?  ,           [27 -   (. ).] .

   ,            ,   ,   ,      .   ,   -   ,  , ,          (The Descent of Man).       ,   ,  ,  ,      ,  ,   ,    [28 - Girl Power, The Economist, October 21, 2004 (. ).] .

    ? ,            .   ,       . ,       ,       .         ,   .      ,            [29 - Tilly Bagshawe, Do Toyboys Do It Better?, Malay Mail (Kuala Lumpur), November 11, 2002 (. ).] .       ,  , ,       ,   . ,      ,            [30 - Campbell, Female Competition (. ).] .



   


,   XXI       .   ,  ,      ,   ,         ,    .      ,     ,          .    .

?      810   ,     [31 - Neal Matthews, The Fragile Male, The San Diego Union-Tribune, March 12, 2003 (. ).] ).

?      1970  1993       50 %.     ,   ,   .   [32 -   (. ).] .

?   30     15     ,   [33 - Morris, Shattering of a Sex Myth (. ).] .

?   34     ,   ,     . , ,         [34 - Matthews, The Fragile Male (. ).] .

?   10     [35 -   (. ).] .

       ,       . ,    American Journal of Public Health  2003 ,        ,     .   ,    ,    ,   ,   . ,                    [36 - Kowalski, The Truth About Guys and Girls... (. ).] .

     , , , ,  ,   .               [37 - Matthews, The Fragile Male (. ).] .   1990-       15 000    ,   1938  1990      42 %[38 - Marla Cone and John Vidal, Pollution: Out for the Count, The Guardian (London), February 15, 1995 (. ).] .        ,   1995 .  1997         ,   ,   ,   56,4 %  1981   26,9 %  1991 [39 - Chris Mihill, Men Producing 50pc [Percent] Less Sperm, The Guardian (London), January 3, 1997 (. ).] .

   ?     ,  ,     ,        [40 - Robewrt Lee Hotz, Chromosomes Make the Man, Los Angeles Times, January 18, 2004 (. ).] .         ,   .          ,  ,    ,   .            .    ,   : ,         [41 - Matthews, The Fragile Male (. ).] .        :  ,         . ,            The Lancet,    ,  ,  ,   ,   50 %  ,  ,       [42 - Carolina H. J. Tiemessen, Johannes L. H. Evers, Robert S. G. M. Bots, Tight-Fitting Underwear and Sperm, The Lancet 347 (1996) (. ).] .     ,         ,         .



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          ,     -  : -  ,    .     ,     Y    . -       ,      . ,       ,       .     ,   Y,      .    ,   ,  XY   .  ,   ,   , 23      .        Y, 23-      XY,   Y         [43 - Matthews, The Fragile Male (. ).] .   ,     ,      ,   Y    , -        [44 - Gavin McNett, Y Are Men Necessary?, www.salon.com, June 5, 2003 (. ).] .

    .     ,     ,   Y      .       - ,          ,       1500 .   ,   ,   300     Y    ,          .  ,  Y ,      ,    ,     [45 - Matthews, The Fragile Male (. ).].

   :    (Adams Curse: A Future Without Man)    (Brian Sykes)  ,   Y                    .   Y,  ,      .  ,  - ,   Y ,     ,    ,   .   ,  ,   [46 - Dennis Chute, Male Chromosome Wearing Out, The Edmonton Journal (Alberta, Canada), June 13, 2004; Richard Reeves, Men Remain Stuck in Cages of Their Own Creation, New Statesman, August 16, 2004 (. ).] . (,     .)

    (Steve Jones)    Y:   (Y: Descent of Men)      : ,  ,    ,    Perrier.    ,       ,   ,     XVIII ,   .    ,       ,     .     ,             ,   ,  ,   . ,    ,    ,      ,   [47 - Steve Jones, Y: The Descent of Men (Houghton Mifflin, 2003); . : Hotz, Chromosomes Make the Man (. ).] .

,    ,  .  Y   ,       , -  ,               Y-.   ,   British Medical Journal   ,    Y   ,   [48 - McNett, Y Are Men Necessary? (. ).] .

            ,      ,       .            ,          .   2004       ,        .          Nature                   .  ,     .      ,     :      600  ,      .   ,                . ,      ,    ,          .      ,     Y-   .      .       [49 - Clieve Cookson, Scientists Make Male Mice Redundant in Reproduction, Financial Times, April 22, 2004; Carl T. Hall, Look Moms, no Dad!, San Franciso Chronicle, April 22, 2004 (. ).] .

         .                 ,    .  ,     ?  2003       .  30-             .     ,  ,  ,     [50 - Louisa Tam, Male Pregnancy  A World Reborn?, South China Morning Post, October 18, 2003 (. ).] ?

       ,       ,  .   ,          ,          ,  .  ,          (),       ,      ,         .        ,    ,   ,  ,    .          ,   ,  ,    ,   ,             .



 -


,        .     ,      -    ,  .   ,                  ,        ,   ,      .   ,      ,         .       .        ,       .

      .             ,   60   ,          15  [51 - Campbell, Female Competition (. ).] .  ,  , -, ,            .     ,  , , .

     (Narendra Sinhg)     ,      :        35  .   ,    ,          50,    ,       [52 - Bagshawe, Do Toyboys Do It Better? (. ).] .   , ,     ?

       -. ,    ,             .       ,  . ,     ,    .      ,    ,    [53 - Lois Rogers, Ideal Man Has No Rough Edges, The Australian, December 9, 2002 (. ).] .

 ,        19 ,     30,           .     ,    ,       ,         ,  -,            40[54 - Bagshawe, Do Toyboys Do It Better? (. ).] .        .

 ,                 .       , ,    , ,   ,      ,   ,   ,    ,     . ,                  ,   .

  2002     -       .

   .   34 ,     20 ,     . ,       ,   ,        .  ,      ,     ,       ,    ,     .      ,   ,         ,   [55 - Kowalski, The Truth About Guys and Girls... (. ).] .


   


1.     ,   ,     Y-     .         ,    ,       .

2.    -     .      ,      .                   ,           . ,                      .



 3.   ?

    ,           ,         .          .         ,      ,   ,    .  ,     ,  .     ,     . ,  30  ,               . ,     .

     :    [56 - Sam Martin, How to Mow the Lawn: The Lost Art of Being a Man (London: Bloomsbury, 2003) (. ).]


       ,           ,       .       --2,   (Tobey Maguire)     ,    ,          .  , -     ,     -  ,        . ,   !

  XXI        ,  , ,   .           .     ,          ,      ,         .   ,      :  ,  -   .

         .         ,         ,    .               (     XIV ),  ,             XIX [57 - R. W. Connell, Masculinities, Change, and Conflict in Global Society: Thinking About the Future of Mens Studies, The Journal of Mens Studies 11 (2003) (. ).] .



  


    ,     ,            .           ,         .  XIX ,     (Antony Rotundo),    .         ,    XIX      :      ,     [58 - Anthony E. Rotundo, American Manhood: Transformations in Masculinity from the Revolution to the Modern Era (New York: Harper, 1993); . : Caroline S. Miles, Representing and Self-Mutilating the Labouring Male Body, The American Transcendental Quarterly 18 (2004) (. ).].

        (From Chivalry to Terrorism)   (Leo Braudy),       ,       ,         .                ,  ,              ,           ,    [59 - Braudy Tracks Masculinitys Metamorphosis, Ethnic NewsWatch, January 7, 2004 (. ).] .    ,    .

  1971              . ,   ,          1971 ,       ,    .     (Yahya Han) ,         ,          .    :    ,     ,    [60 - Dr. Raj Persaud, If They Ruled the World: How Do We Change the World for the Better?, The Herald (Glasgow), March 16, 2004 (. ).] .

      ,          ?    ,          ,       -         -  2004 ?        ,        - ,         ,   .    ,     . ,    ,  . ,      ,     .        ,        ,  ,  . ,  ,        ,      , ,    , ,  ,  , ,        .

       (Barbara Ehrenreich) ,       (Megan Ambuhl),      (Lynndie England)      (Sabrina Harman)   -   .  -    .    ,    ,     ,    .

  ,     ,     ,          .     ,       ,     . ,    -  ,            .     ,        .

-  ,       .   ,  ,     ,       ,       .     ,        :      -    ,     ,   ,      ,     .         -, ,  ,        ,      ,   .

 (    ,    )   ,  ,    ,     ,    .         ,     .



 -


      ,     .      ?             ,   . ,     ,     ,   ,   .

   .     ,          15  64    34 %  1964   63 %  1998 . ,   ,        .  1988  1997    ,    ,   88  79 %,   ,    ,    11  21 %[61 - Andrew Singleton, Jane Maree Maher, The New Man Is in the House: Young Men, Social Change, and Housework, The Journal of Mens Studies 12 (2004): 227 (. ).] .

       .  1980   50 %     ,     ,        .  1994       [62 - Cathy Mayer, Numbers of Rich Single Women on the Increase, The Western Mail (Cardiff, Wales), April 13, 2002 (. ).] .             .  2001       64 %   82 % .   87 %   76 %  ,    ,       ,     .   ,         .  569     11  16 ,    ,     ,     , , ,       ,       , ,  ,  , -  ,       ,     [63 - Will Woodward, Girls Still Choose Womens Jobs, The Guardian (London), October 29, 2001 (. ).] .

  ,     ,     . , ,     Journal for the Scientific Study of Religion, ,       .  ?   (Rodney Stark),    ,      , ,      .         ,         .    .  (Alan S. Miller)   , , ,     ,      .      .  ,   (Michael Kimmel)       -, ,          ,   ,      .   ,  ,   (,   ,     )         .      .      .   ,  . ,     [64 - David Briggs, Does Genetics Make Men Less Religious?, Orlando Sentinel (Florida), November 23, 2002;  , Keeping the Faith; Research Shows Women Are More Religious Than Men Throughout The World, The Houston Chronicle, November 16, 2002 (. ).] .

          ,     ,   .   ,   ,  ,       ,      ,         .

     ,  ,       :      .      .    .  -  ,   ,  .



    


             ,      .    ,           .  ,      ,         .  ,        ,   .           .       .          ,     .

,              ,        .      -     .                  ,        .   ,   2003 , 89 %     ,           .    49 %  ,          [65 - Prosumer Pulse: The Future of Men: USA, Euro RSCG Worldwide, June 2003 (. ).] .        (John Wayne)    (Steve McQueen)!

          .  ,      ,    ,            .   ,   90 %   ,          .                       ,         -.   ,    ,     ,     ,  100  [66 - Spain: Matadors Now Mattify; Mens Lines, European Cosmetic Markets, March 1, 2004 (. ).] .     :         2003     648  [67 - Germany: Not a Pretty Sight: Mens Lines, European Cosmetic Markets, March 1, 2004 (. ).] .

          .   .    ,   ,         ,    ,     .    -           :  .         , ,              ,    .  , ,         ,          (  )[68 -    (wedding registry)    ,          .        ,   ( ,   Amazon)   -    ,    ,        .         (. .).] .      . ,         Waterford-Wedgwood     ,    ,       -[69 - Harry Wilson, Here Comes the Groom: The Wedding Industry Is Bonding with the Other Half, Calgary Herald (Alberta, Canada), May 2, 2004 (. ).] .    Sears, Roebuck & Co. ,  82 %          ,   ,  -        .



   


  -   (Phil Donahue)   1967          (    , ),    1970-     .               ,   ,      .    - (St. James Encyclopedia of Popular Culture)      ,    -   ,    .     , ,              ,  [70 - St. James Encyclopedia of Popular Culture (Gale Group, 2002) (. ).] .

         (  ,   ,          ),    ,     .    .   .                  .    ,          ,    .       , ,  , ,     !     ,       ... -?

    (Alan Alda).    M*A*S*H,     1972  1983 ,           -,   ,         .    -        .                M*A*S*H (       ).       ,    ,      . ,      (The Seduction of Joe Tynan)        ,      .          .

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  (Peter Collett),   (The Book of Tells (2004))[75 - Peter Collett, The Book of Tells: How to Read Peoples Minds from Their Actions (London: Bantam, 2004); . : Sunday Star-Times (Auckland, New Zealand), July 6, 2003 (. ).]


        (Fighting for American Manhood)   (Kristin Hoganson)   ,    XIX        ,   - .     (William McKinley)       ,     ,       .     -,  ,        ,    ,       .  New York Journal   -  ,      ,  ,     ,     [76 - Michael L. Tan, Bush the Son, Saddam and Sons, The Philippine Daily Inquirer (Manila), March 20, 2003 (. ).] .

    ,    .         11  2001 .         .   (Jim Frank), 50-     , ,      ,  ,         . -  ,  ,       -    (      ,       ),     ,  .     ,     ,   ,      (  ,  ,  ... ,   ).  ,           .       ,    .

     11             . ,   , ,          (Howard Dean)      .    ,             [77 - Mark Steyn, Bush Is a Terminator, Kerry Is a Girlie Man, The Spectator (London), July 31, 2004 (. ).] .          .         (John Kerry),        .         ,        (Matt Drudge),    .    ,   (John Edwards),    ,    (Dick Chaney)    ,       .       ,           UNITY 2004  ,  ,                 Journalists of Color[78 - Steve Sailer, Why We Need Macho Men, The American Enterprise, September 1, 2003 (. ).] .

        , ,        ,     :      . ,      ,      .     .  ,    ,        ,     ,      -.    ,  . , ,  ,  .     ,     , ,    .           [79 -   (. ).] .

         ?      .  1997 ,    ,    par excellence,  , ,   .   ,        -,       ,     ,           [80 - Nigella Lawson, The Raw and the Half-Baked, The Guardian (London), October 14, 1999 (. ).] .   9       . ,     ,     ,  SNAG (,     -)    RAMM (    ).          (Bob Woodward)   (Plan of Attack)?  ,    -    7  2002 ,    -          ,                  (Alistair Campbell)     :     [81 - Joan Smith, Sir, Youve Made a Man of Me, The Times (London), April 22, 2004 (. ).] .

   ,       ,     .     (John Howard),   2001          ,        [82 - Linsday Tanner, Lost Party in Need of a New Vision, The Australian (Melbourne), September 22, 2003 (. ).] . -      ,        ,     ,       .

      ?    ,       ,        ,   ,   (,      (The Simpsons)  1995 ). , ,   ,            .    Foreign Policy   2004    (Parag Khanna)   ,        .      ,     ,  ,        ,   ,    .        .

    ,      . ,  ,       ( ).       ,            ,     ...      ,         [83 - Khanna Parag, The Metrosexual Superpower: The Stylish European Union Struts Past the Bumbling United States on the Catwalk of Global Diplomacy, Foreign Policy, July/August 2004 (. ).] .

.    ,         .   ,                ,          ,          .       .         ,    [84 - Josef Wilson, How Saddam Thinks, San Jose Mercury News (California), April 30, 2004 (. ).] .



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,    ,     ,   .       ,     .  , ,  , - (   ),         ( ,  ),    .         -,            [87 - Cay Crow, Gender Identity and Sexual Orientation Are Different Concepts, San-Antonio Express-News (Texas), February 28, 2004 (. ).] .

                .       .            ,      ,      .      ,       2030 [88 - 2030     7,511  (. .).]  ,    .       - ,       ,    .              ,      ,   .  ,  ,           ,    [89 - Harrison G. Pope, , Steriods, San Jose Mercury News (California), March 28, 2004 (. ).] .

  ,          ,    ,   ,   , , -, , , ,  ,    .   ,       .         !    ,                     .  ,     ,     (Rodrigo Aguirre),    ,    ,      .

,   ,     ,  ,  ,           ...    (  ,    ),        ,      ,   . [  ]                  [90 - Dalia Acosta, Latin America: Sexologists See Little Change in Male Macho, IPS-Inter Press Service, April 3, 2003 (. ).] .

     .             ,           ,   ,   -  .  -,   ,       .            ,   ,             [91 - Lars Plantin, Sven-Axel Mansson, Jeremy Kearney, Talking and Doing Fatherhood: On Fatherhood and Masculinity in Sweden and England, GenderWatch 1, (2003) (. ).] .



 


        ,    .    Playboy,  , ,            .        ,  ,     .    ,   ,     ,    .    ,  ,   Playboy     ,     [92 - What Sort of Man Reads Playboy? The Self-Reported Influence of Playboy on the Construction of Masculinity, The Journal of Mens Studies 11 (2003) (. ).] .

 ,        ,    ,     . -                (John Wayne),   (Humphrey Bogart),   (Robert Mitchum),   (Lee Marvin)    (William Holden).    ,        :   (Marlon Brando),  ,   (Clint Eastwood)     (Robert De Niro).  1970-  -    ,     ,   .   !      (Russell Crowe)  ,    (Orlando Bloom),   (Keanu Reeves)    (Ben Affleck). ,    ,    .

 1950      ,     ,   33 .   .   .     .      ,       .   ,      .      .    .      .        .  2005            ,       .     2005 ,  ,      .       ,    .      .  .   ,     .    (George Clooney).   Ȼ.



 


  7         (    )  ,    .    ,    .         ,     .   (Paul Natanson)    (Katherine Young),    :         (Spreading Misandry: The Teaching of Contempt for Men in Popular Culture), ,      . ,   ,   ,     ,  .      ,  ,    ,         .      ,     .   :        ,     [93 - Kate Santich, Do Television Ads Dump on Guys as Incompetent, Weak and Stupid?, Orlando Sentinel (Florida), May 22, 2004 (. ).] .

    ,    ,      ,  ,      ,     ,      - .    ,     ,  - .   (Wesley Wark),         , ,   -        .    ,                       ,  [94 - Don Butler, What Turns Young Men into Terrorists?, Ottawa Citizen (Canada), April 3, 2004 (. ).] .

  ( ,      )         ,    ,   ,        ,        ,  - .        ,  ,     ,  , ,        .   ,    ,        ,               ,  ,     ,      [95 -   (. ).] .   ,   ,   ,              .          ,      [96 - Braudy Tracks Masculinitys Metamorphosis, Ethnic NewsWatch, January 7, 2004 (. ).] .



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          ,          ,     ,      ?  ,        ?    ,    ,   ,   .    ,  ,       .     ,      ,   [104 - Mark Simpson, MetroDaddy Speaks!, www.salon.com, January 5, 2004 (. ).] .           .  ,        ,  -.

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       ,             .         ,    ,    .      :    ,   .  (Stephen L. Olitsky),   ,    .          唻[109 - A. D. Amorosi, Guys & Dolling Up, The Philadelphia Inquirer, December 24, 2003 (. ).] .

,       .         ,   .       . ,        ,    ,     .   (Stephen Goldstein),        Graduate Hospital  ,     Philadelphia Enquirer,      ,      :      .        ,          [110 -   (. ).] .          ,  -            .            .



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  ,     ,         ,     .      ,          .  .  (John F. Kennedy),    , ,       .   (Ronald Reagan),      ,     ,     80 .      ,         ,     .            .     2004     ,                 .   , ,      .    . . .      ,      . .

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 ,  Los Angeles Times,    ,      . ,  , , ,  ,        ,  [113 - Peter McQuaid, Forget the Metrosexual Movement, Los Angeles Times Magazine, September 7, 2003 (. ).] .   ,    ,         ,    ;          ,      ,   . , ,   ,          :    - ,   Sunday Telegraph.       ,              ,         ,    ,  .      .    -   ,   [114 - Wilson, Metro Man (. ).] .

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,   ,        .   (Aidan Smith)   The Scotsman            :         .          ,  ,  ,   .       : ,       : ,   ,    ;       ,            (  ,    ?);       ,        ,  , ,   [115 - Adam Smith, Its a Mans World (Again!), Scotland on Sunday, June 22, 2003 (. ).] .

         .  ,   ,        ,    Loaded  Maxim.    ,   ,     (         ),  Loaded,  Maxim,  XXL,      ,  Playboy,   ,    .   Maxim          -    ,     .       ,       :   (Carmen Electra)      .      Maxim Haircolor,    ,      [116 - : www.maximonline.com (. ).] .

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 Cargo     ,        .  Cargo   .        ,    -     Candyland:       .  ,   Cargo, ,  .  ,    ,     ,   ,   . , ,        :   . . .  [118 - Robert Frick, The Manly Mans Guide to Makeup and Metrosexuality, Kiplingers Personal Finance, June 2004 (. ).] .

  ,   .      Cargo  : ,     ,        (Rob Becker)    (Defending the Caveman),    ,          Cargo       .          ,             ,    -?

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  ,   ,    Euro RSGG Worldwide  ,   ,   :        ,        ,   ,       .             ,           .       ,             [123 - Ruha Devanesan, Selling to Mr. Urban Chic, The Straits Times (Singapore), June 29, 2004 (. ).] .

          .        ,        (The P Dialogs),   ,        (Eve Ensler)   (The Vagina Monologues).        The Tribune         ,               .  :           ,        [124 - Chetna Keer Banerjee, Metro Versus Retro, The Tribune (Chandigarh, India),  , May 4, 2004 (. ).] .



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       ,     ,     .  ,   ,      ,        .         .    ,       .      ,   ,  [125 - John Scott Marchant, Waxing Goes Unisex in Seoul, The Korea Herald, May 7, 2004 (. ).] .

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   ,          .  ,         ,    .

 !      San Jose Mercury News.     ,   ,         ,    ?       ,   ,       ?       45   ,   , ,      ,      ,       ?[127 - Male Call: Do Women Really Want to Date Fancy Guys Who Exfoliate?, San Jose Mercury News (California), July 25, 2004 (. ).] .   ,       ,      .

      ,     -,      .   (Rebecca Frank), 18-   ,  ,        ,    .       ,  ,  ,     .      ,    . ,       :      .  ,            ,       ,   :   !

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  ,         ,  .                             .         .    ,        ,    [128 - Lionel Seah, Mark His Word, The Straits Times (Singapore), August 10, 2003 (. ).] .  ,     ,      -    ,   ,      ,    .       ,      ,        .

     ,     ,        ,   ,       .       -         ,    ,    (John Henson).              The John Henson Project   Spike TV,       ,     [129 - Olivia Barker, Regular Guys Cast a Jaded Eye at Metrosexual Trend, USA Today, January 21, 2004 (. ).] .

 ,    ,   ,   .     []  (Justin Timberlake)  ,         (Keith Richards).     ,    Sunday Herald Sun[130 - Adam Zwar, The Wiseguy, Sunday Herald Sun (Melbourne, Australia), February 29, 2004 (. ).] .       (Adam Zwar)        :   ,            AC/DC   .  ,      ,  ,        ,  ,     .  -   ,       ,    - .           .     [131 -   (. ).] .



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   -        ,    ,    :    ,      ,  .  ,      .        .     ,       .   , ,        .     .  .     ,   ,    ,      ,        ,     -.    .       ,     ,       .       ,   -     . , ,     ,    ?[134 -   (. ).] .

  ,  , ,      ,    .   ,      (Anna Fels),    :      (Necessary Dreams: Ambition in Womens Changing Lives).   ,                    ,        ,         ,  .         ,      [135 -   (. ).] .

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,      -      ,   ,   (Hugh Mackay),   ,  ,    :  .  ,  .    ,        .   ,     [136 - Guy Mosel, A New Bloke on the Block, Courier Mail (Queensland, Australia), July 19, 2004 (. ).] .  ,   ,     30 , ,       .   ...   ,    .  ,   ,            .      ,    [137 -   (. ).] .

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  ,     ,     XX  (  ,      40  ) ,    .      ,       .     ,         ,     : ,   !   ,          .              .



 ( )  


       .   :   1954   1960    203    (Robert Young)         (Father Knows Best).   TV.com,     ,    ,   .     General Insurance Company.     :       ,     ,         ,   ,     .        ,          (     (The Honeymooners)     (I Love Lucy)),  ,        .   ,     ,    ,   ,          ,      (,     ),      .

     ,    (Jane Wyatt),     ,       .  ,          ,       (Nancy Davis). ,       ,  , ,   ,     ,   ,   ,        .            ,    ,       .

   ,     ,  ,  ,  ,   ,  [142 -   ,  ,   ,  ,  ,  ,      ,   World News Tonight (ABC), April 23, 1987 (. ).] ?

    , ,    TV.com,    ,         .       ,       ,     .      ,       ...     ,        .

       ?     ,      (   ),     ,       .

     1950-         . ,     ,   , ,  - ,              -  : , , .      ,       ,        .    ...



   1950- ,     




       .  ,  ,   ,     .    ,          .       ,        ,   ,    .    .  15 ,    ,   .  ,        .         .    .      , ,     .    .      ,  , ,   . .    .  ,       ,      .  .   ,   (  ),  ,  , .    ,   ,     .

 .       , ,    . ,     .    .      ,  , , .

   :      .    ,     .        ,      .    .          .       .     .  , ,    .     .

 . ,      ,     ,    .    .

   .   ,            .  ,         ,  ,    .

:        ,         .


     -. ,         ,   1954 [143 - : http://jade.cccd.edu.grooms.goodwife.htm (. ).] .     ,            (Helen Andelin)   (Fascinating Womanhood),    1965     1992 .


 




  ,   

   

     

  

        

          



  




  

 ,       ,   

    ,    

          

   ,     

          [144 - Helen Andelin, Fascinating Womanhood (New York: Bantam, 1992) (. ).]




   :  


,       XX ,     ,      ,   ,      ,    ,      .   ,    -       ,     .   ,  (  ,      )            :  ,  . ,       ,  ,       ,        ,   ,       .

    ,     ,      ,   ,      .         ,        .          .    (Womens Army Auxiliary Corps)        ,    -.           .

 ,   ,       ,      ,      ,     .        (Kathleen Kick Kennedy),   ,  Inquirer News Service       ,  .     (      ),  ,   ,    , ,      ,      ( !),      (Peter Fitzwilliam).    ,   (Joe Kennedy),   ,        .

              (Pamela Harriman).       .    (Pamela Digby),   ,          :     (Randolph Churchill),   ,      (Leland Hayward) , ,   (Averell Harriman),           ,       .  ,       ,     .  (Edward R. Murrow),   (Bill Paley),   CBS (  ),       (Aly Khan),   (Gianni Agnelli), ()    Fiat,      (Stavros Niarchos)        (Elie de Rotschild).  ,      ,      ,    ,              ,     1997 .

        ,    -         .  ,       , , , , , , ,  ,        . ,    ,   .

     .     ,      ,  .     :     .   ,            ,   ,  .       ,       ,         ,            .



 ,  , , :    XX 


               1968 .   1965   ,          .  1966      ,          ,        ,   ,     ...  ,    ,        [145 - Jo Freedman, Women: A Feminist Perspective (Mountain View Calif.: Mayfield, 1995) (. ).] .

?  1970      ,         ...    ,   ,        [146 - Joan Hoff, Law, Gender and Injustice: A Legal History of U.S. Women (New York: New York University Press, 1991) (. ).] .

?  1974       ,     ,  ...  ;   ...   ,   ,     ,       ,     [147 -   (. ).] .

?  1979                    [148 - Freedman, Women: A Feminist Perspective (. ).] .

?   1980-     ,    ,   73 %     .     , ,   42 %[149 - Hoff, Law, Gender and Injustice... (. ).] .

?   1976 ,         ,   50       [150 - : www.infoplease.com (. ).] .

?  1907             ,       ,           [151 - Freedman, Women: A Feminist Perspective (. ).] .

?  1919            ,    1962          ,        [152 -   (. ).] .

?  1948        ,     ,          [153 -   (. ).] .

?    ,   1974 ,                         [154 -   (. ).] .



    


        ,            ,         ,   ,        .

             ,  ,        ,     .            ,                .  ,     ,     ,      ( ,   ). ,   1970-     ()     ,     ,           .   ,  2530   -    ,       ,    ,    ,   .

         ,   . ,     ,    -         ,       .  1968 ,      ,   ,      ,   , -  ,     .

  ,      . ,               .     , ,       XX            ,    ,          , ,   .   50       .                  ,              ,         .     ,   .    ,    ,   .



  : 19502004 


? 1950:          22,8     20,3   .

? 1950:   (Harry Hay)  Mattachine Society         .

? 1953:   (Hugh Hefner)    Playboy.           .

? 1953:    ONE Magazine         .

? 1953:              20 .

? 1956:        (John Osborn)    (Look Back in Anger)        .

? 1957:      Gentlemens Quarterly.

? 1958:       (Irene Ferguson)      ,  ,     .

? 1959:      ,        $3997;     : $1223.

? 1960- :         .

? 1960:         ,  .

? 1960:              .

? 1963:       (Equal Pay Act),     ,  ,   .

? 1964:    ,  Hasbro        - ()  (GI Joe).

? 1964:         (The Ed Sullivan Show)       ;     XVIII      .

? 1965:    (Griswold)   ,     ,     .

? 1966:    (Lyndon Johnson)      .

? 1969:   GAY         .

? 1969:   The Rolling Stones   (Mick Jagger)      .

? 1969:     ,   268   .

? 1969:    ,      ,      . ( 1985        .)

? 1972:   (Gloria Steinem)         Ms.

? 1973:    (American Psychiatric Association)        .

? 1976: Clinique    ,          .

? 1976:          ,   ,   ,  .

? 1977:        (Pumping Iron),      (       ).

? 1978:       ;       1982 ,       1983 .

? 1980:   (Census Bureau)        ,     (        ,   ).

? 1981:      .      :   ,          .

? 1981:         (National Congress for Fathers and Children)  ,          .

? 1982:   Calvin Klein    ,       .

? 1985:        (Rock Hudson)   ,   , ,     ,   .

? 1989:    ,   .

? 1990:    ,   1990 ,    71,8 .  ,   1950 ,   65,6 .    ,   1990 ,    78,1 .  ,   1950 ,   71,1 .

? 1990:    5,4 % ;       3,8 %.

? 1992:    ,   ,      ,     ;  ( 1996 )       .

? 1993:           ,  ,       ,       .

? 1993:       ,    50 ,  12        ,  .

? 1994:        15  19   20,3  100 000 .      ,   1970 ,     8,1  100 000 .      12  17  141   1000   ,   ;      95  1000.

? 1995:          26,9     24,5   .

? 1995: 10 %       20  29    ,     ( 1986  1995   -    25  )[155 - The Forgotten Half Revisited: American Youth and Young Families, 19882008, American Youth Policy Forum, 2001 (. ).] .

? 1996:         :     .

? 1996:     (Census Bureau)  35 %     40  45  .

? 1997:  The Durex Global Sex Survey ,        17,3     17,8   .       ,     ,   :     16,2 .

? 1997:   Psychology Today ,  43 %    ,   14 % ,  30  .

? 1998:         .

? 1999:     ,           ,     ;  2000        .

? 1999:         (National Center for Health Statistics)  35 %   31 %   20   ;  1980   , , 30 %  25 %.

? 2000:     (Census Bureau)     50,7 %  .  1950-     80 % .    59 % ;  1990     62 %,   1970   72 %.

? 2000:   Showtime         (Queer as Folk),       .

? 2001:     1980-       25  34  .      20  24        ,     .

? 2001:         25  34      (   31,6 %   ),  (14,6 %),  (14,5 %),   (7,2 %)   (6,5 %).  ,             (21,3 %),   (16,5 %),   (8,4 %),  (8,1 %)   (6,7 %).

? 2001:            13,2   100 000 ;      6,2  100 000[156 - National Center for Health Statistics, U.S. Department of Health and Human Services, 2003 (. ).] .

? 2001:    - (National Center for Women and Policing) 12,7 %     ;  1990     9 %.

? 2001:  The American Journal of Psychiatry ,     ,   ,   ;    811 ,  ,   . 20   ,      1015 ,    .

? 2002:       30  34 ,     ,  23 %,  1970     9 %.     ,     ,  54 %;  1970     6 %.

? 2003:       1,1   ,   13 %    .   ,   ,        31 %.

? 2003:     (Census Bureau)    2   ;  1970     393 000.     -  ;  1970      .

? 2003:     (Census Bureau)   105 000   -,   ,    15 ,       ,   ,       .

? 2003:       (     )  75,5 %    ;  1970    59,4 %   .        : ,      91 %   ,     95 %[157 - The Social Situation in the European Union (Brussels: The European Commission, 2003) (. ).] .

? 2003:      ,    ,  ,   ,  .

? 2003:       109    .         1613 (   ,  -     ,  .    ,   1995  2003   -   48 %,   -        29 %).

? 2004:      5   9 [158 - 5   9    1,75  (. .).] ,    180 [159 - 180    67  (. .).] ;  1980       5   9 ,     7 [160 - 7    2,6  (. .).]  .

      ,       ,   ,  ,   ,    ,      .



    


       ,     ,          ,       . ,      (G.I. Bill of Rights),   ,   ,           .  1940  40 %     (   ,        ,  ),   1950     24 %.  -        1970- .

            ,           ,             XX .   ,          ,   :       ,     .

   (Edward Clarke),      ,       (Sex in Education),   1873 , ,           ,       . -   ,  ,        : ,   ,  ,      [161 - Barbara Miller Solomon, In the Company of Educated Women: A History of Women and Higher Education in America (New Haven, Conn.: Yale University Press, 1985) (. ).] .

 , ,       ,         ,   ,         .   ,      .    ,       ...          !        ,      ,       [162 - Mabel Newcomer, A Century of Higher Education for American Women (Washington, D.C.: Zenger Publishers, 1975) (. ).] .

  ,  XX           , , ,  1979   -      .

   ,           ,         ,   .         ,          1870- . ,     ,    ,   -    .    ,    .  1894        -.       ,     ,   ,      2007 , 48 % .  ,   Harvard Gazette   ,    ,    2008    Early Action,       [163 - More Women Than Man Admitted to Class of 08, Harvard Gazette, April 8, 2004 (. ).] .

 ,         .       ,    50   :          ,        .        .     ,  -    (Martin Luther King Jr.).          ,          .      ,        :     ,     .      , ,   ,     ,         ,      .



    


       ,    ,     , ,   -   .      ,    - Augusta National,   Masters Tournament       .   golftransactions.com          :    Augusta National       (The National Council of Womens Organizations (NCWO))    ?

, R. G. :   ,    ( ,     ,   )             ,       (Council of Womens Organizations)      ,      .

     !   D. B.    ,     ,   .        ,   .       Eastern Star  Wesley Circle?       Girls Scouts?        ?

L. B. :         ,   ,  ?    ,       .

, Augusta      ,      .         ,       ,         ,     ,             Solus Club  .   ,    ,         ,      ( ,  ) .   ,       ,    .       ,       Thirty Club   2000      . (                      ,  ,           (Ann Shelley Lazarus),    Ogilvy & Mather,   .  ,              ,     ;       ).

            ,       ,     . ,       -,    Harvard Club, Yale Club  Princeton Club,                (     ,    Princeton Club,           :     ,    [164 - Trip Gabriel, Stairmasters and the Internet Invade a Staid World; To Attract Younger Alumni, Particularly Women, University Clubs Try to Modernize, The New York Times, October 4, 1994 (. ).] ).  1998          ,     ,   .

     ,     ,     ,      -    - ,           . ,   Grill Bar  , , ,  ,         :       .    :       : ,  ,         .   ,     ,  ,   The Scotsman,        [165 - David Stenhouse, Now That Girls Have the Keys to the Boys Room, Are Lost Male Enclaves Cause for Real Moping?, The Scotsman, February 19, 1998 (. ).] .



   


 ,       ,   ,           ,         .     (A League of Their Own)        ,             ,  ,             .   1939        (Little League Baseball),    :   ,     .   ,  1964 ,           .     ,    ,          -     -.  ,  1972   , -,    (Maria Pepe),        .   ,              .          ,       .      ,  ,     -       .    ,        5  6  .

                ,      . ,     (    ,   ),    . ,          (Billie Jean Kings),      (Bobby Rigges)[166 -  1973      ,    ,             (. .)] , ,  ,     ,    (Michelle Wies),              . ,  ,    -       (            ,        100             ,   ,  2156    ).



   ,     


             .           ,      .

,               .          (National Organization on Fetal Alcohol Syndrome)[167 - Alcohol and Pregnancy Dont Mix: Binge Drinking Among Women 1844 on the Rise, National Organization on Fetal Alcohol Syndrome report, June 23, 2004 (. ).] ,     .     , ,  ,    ,    ,  .        ,       ,            .   ,           ,              :    ,     .         ,   ,    -  .     , ,   , -       ,    ,     ,   .      2004     Mercury Mountaineer:    ,       ,     ,    :   ...          ,  .


   


1.  ,          -     ,        ,       . ,                .

2.      1950-     . ,    ,    , ,   ,      ,        -  : , , .     ,      ,        .

3.  ,    1950- ,      .       ,     ,        ,     .

4.  1950-  1960-                 ,    ,   ,  :      ,   -        . (   ,    ,     ,   ,   ,     , -,   ...     .        ,          ).

5.  1950-    1960-     . ,    ,    1970-,    ,           .



 6.   

 , ,       ,           ,         .

  (Abigail Adams) (17441818),      (John Adams),       (John Quincy Adams),      [168 - : www.wisdomquotes.com (. ).]


      ,  ,             .    XX     ,      (National Organization for Women),        (Equal Rights Amendment (ERA))[169 - Equal Rights Amendment (ERA),     ()      ,          .   1972         V    ,  :   ,               . , ,                     (. .).] ,            .     ,      ,       ,      .           :   (Madeline Allbright),    ,   (Carol Browner),       (Environmental Protection Agency);  Β (Hazel OLeary),   ;   (Janet Reno),     ,    (Donna Shalala),       (Health and Human Services).

          (Hillary Rodham Clinton),       , 1600[170 -  , 1600     (. .).] .        ,             ,     .         ( ),            ,    ,       ,   ,        ,   ,           .

      ,     ,          ,        -,           2008 .

   :         ,    ?       ,       :  ,       .     .           :   ,    ,      .

          ,   ,  ,       ,   .     ,  ,      :   (Bill Shaheen) , ,   ,   (Jeanne Shaheen),   -,    .         (Myron Walker),      (Olene Walker)    .    (Gary Sebelius),      (Kathleen Sebelius),    ,     (Dan Granholm Mulhern),       (Jennifer Mulhern Granholm)   [171 - Men Find New Role in Politics  Next to Wife, The Times Union (Albany, NY), June 28, 2004 (. ).] .

 -  ,    -    ,      ,    .          (- (Mountbatten-Windzor))               .          1.   ,    ,     .          (   ):   . ,   . ,   ,   ,   ,    ,   [172 - The Kennedy Center Board of Trustees, www.kennedy-center.org (. ).] .   ,                 , , ,   .



   


 ,       50           ,    ,         .          ,        .        ,                 .                ,        1999    -.

             . ,          ,     . ,  850 000     ,           (Whos Who Among American High School Students)  2003 ,    [173 - Boys Losing Ground in Colleges, St.-Louis Post-Dispatch, August 14, 2003 (. ).] . ,      ,            .   (Thomas Mortensen),           , :   30         [][174 - The New Gender Gap, BusinessWeek, May 26, 2003 (. ).] . ,  ,   2003    Business Week,   ,   ,    ,       ,  .       57 %     58 %  .      133 ,   2010    ,   100    142 [175 -   (. ).] .

  ,       ,     ,     .  1999           ,    .   ,        ,      ,      ,             .

            ,  ,               .          ,    ,       .  ,      , ,  ,  ,  ,       ( ) ,    .  ,    (, , )   ,          ,               ,      .

 ,   ,        ,         ,  ,    .  :  ,       ,  , ,  ,    . .             .   ,      ,         .   ,         ,   ,   ,   , ,       ,    ,          .  : -    ,          ,   .

   ,    ,   ,       ,    ,    ,      .               ,          ,   .  ,        , ,               :  ,       - (    - (Society of Women Engineers),    10 %    ),        ,  , .



     


     ,   ,      ,        .   ,         ,     ,      ,     ,    ,    ,       .   ,    ,   ,    .         ,     -           ,     .

 ,             .  ,           ,   ,               ,       ,  .             .  ,    -,   , ,     ,       ,    :    ,             ,  .

     50        .           ,     .                  .         ,    ,         . ,          ,    .          ,      .     ,          .  ,    ,     ,                   . ,  ,       ,          .          51 %  1973   71 %  2000 ,        86 %  84 %.         [176 - The Downsized Male: Sometimes Its Hard to Be a Man, The Economist, December 20, 2001 (. ).] .               ,       .

  ,         ,  ,    ,      ,        .             ? (Whos the Boss?),      2005 ?    ,    ,    . ,  .

     ,         ;       .  2000   154  ( ),         (Global Relocation Services, GMAC), ,  13 % ,      , .   10 %   ,        .        1994  -     ,     (STUDS, Spouses Trailing Duress Successfully).             Gambler.net[177 - Your Career Matters: Have Husband, Will Travel  World of the Trailing Spouse Isnt Wives-Only Anymore, The Wall Street Journal, February 13, 2001 (. ).] .



       ?


  ,          ,   ,           ,        ,    .     ,     (  ,  )   ,  ,          ,   ,  ,   .  , 33- , ,        ,   1950-    1970- .   ,  ,     ,       ,   . ,    ,  ,       ,       .        (   ,                    ).    ,        ,   ,     .      ,  ,       ,    ,  .

,                 .            .        ,  Boeing, Morgan Stanley  Wal-Mart,        ,         .    (Census Bureau)       (Bureau for Labor Statistics) ,   2002       76,2 %   .  1989        68,5 %,          . ,       (Institute for Womens Policy Research) ,  ,         ,   [178 - Study Finds All States Still Show Wage Gap for Women, Reuters, November 16, 2004 (. ).] .

   ,  ,      ,               ,            .            (  -   ,       );   ,                  .  ,  ,  .       ,       ,   .

  ,                  ,      -    ,             ,      .       10 ,          ,       ,      .                      .

 ,  ,      .        . ,      , ,    , ,   , ,    .   - ,  1980-  1990- ,  ,        .    (     ),      .       ,       ,     ,     ,    .     ,   1980-      ,   ,   ,         [179 - Claudia Goldin, Gender Gap, The Concise Encyclopedia of Economics (. ).] .            ,     ,      ,          .   ,        .

      ,         ,   - .       ,     ,          .    ,      ,  ,            ,   .

   ?      ,   , ,        ,      .       ,  ,        ,           .         ,    ,       ,      ,     .

    .                 .         .       (Radcliffe Public Policy Center),   2000 , 82 %      20  39  ,   ,    ,  ,   .    (71 %)    ,      [180 - Radcliffe Public Policy Center Study Finds New Generation of Young Men Focusing on Family First, Radcliffe Public Policy Center, May 3, 2000 (. ).] .   61 %  ,   , ,       -,          60 % [181 - 61 percent of Men Want to Be House-Hasbands, The Straits Times (Singapore), February 11, 2001 (. ).] .         24  34  ,  60 %           [182 - The Most Rewarding Career a Man Could Hope For, Sunday Herald (Glasgow, Scotland), October 22, 2000 (. ).] .

    :    (Census Bureau) ,  2000     2,2  -.       62 % ,   -        25 %.   ,  1991  2001   -     63 % ( 332 ),   -   31 % ( 1,7 ).

,        ,    ,      .  Boot Camp      12               .               ,      [183 - Diapers and Drool at This Boot Camp, The Boston Globe, June 17, 2001 (. ).] .  , ,         (Focus on Fathers),    ,       ,    ( ?).    ,     ,         [184 - Make Room for Daddy, The Ottawa Citizen, November 3, 2000 (. ).] .

                ,  -    (Paavo Lipponen),    ,     .  2001     , ,     :         42    .  ,       ,       [185 - Dads Lose Out in the Rattle Race; UK Has Worst Paternity Law, Sunday Mail (London), June 10, 2001 (. ).] .

  ,                 .      ,               [186 - Monthly Labor Review, October 2003 (. ).] .   ,   2000   34 %            ,    68,2 % . ,   ,        ,  ,   ,   ,    ,        ,   .   ,    ,         , ,      ,   ,     ,  ,    .



,  :    


                 ,      ,         ,     , ,          .     ,    20  30  ,           .

   ( )   ,       .     ,     ,   ,         ,   ,      :   ,   ,        .

      ,    Future Laboratory  .   ,        30,                    (Sex and the City)     , ,    ,    ,     ,   .        -  []   [187 - 21st Century Changing Lives Report, The Future Laboratory, 2004 (. ).] . ( ,  Future Laboratory   -   ,  .)

     ,               .    (      )      ,         ,       ,  , ,    .    ,    ,     ,   ,      .      ,        .

,   -  ,    ,        ,   .     ,   ,           .  ,       ,    , ,  ,      .    ,      De Beers :     .     ߔ.  ,   !

  ,     .       .      .      ,     .     ,          ,    ,           (, ,  )   .        ,  ,   :   ,   ,    - .         ,       .        ,    , ,              .       .       ,      ,  ,      .         .

    .           (Carol Brady)     (The Brady Bunch).     ,    ,  ,    ,     ,       ,   ,        .          .           ,         .  ?    ,             .      ,   ,      .     ,   ,    ,      .

       ,       .   ( )        .  ,         ,    .           ,      .    Independent      (Rose Lomis),     ,      :        .    .    ,    ?  ,   ,    ,        ,     ,      - ... ,    .         ,     ,     ,          .     ,    ,    [188 - Deborah Orr, Mothers Little Helper  The Tax Break, The Independent (London), May 18, 2004 (. ).] .

  ,      ,       .      ,    , ,        .     ,     .      ,  ,   ,       ,        . ,        ,    .        ,     .    . ,     2004 , ,      (83 %)   ,          [189 - Prosumer Pulse 2004: A Global Study  Anticipating Consumer Demand, Euro RSCG Worldwide, 2004 (. ).] .    ,   ,    .    66 %   60 % ,   ,   -.   , ,   ,     .     (Elizabeth Warren),    ,   ,    ,    75 % ,   ,        .      ,      ,   ,    ,    ,   ,   ,    .       70 % ,    [190 - Americans Are Not Going Broke Over Lattes!, Salon.com, October 13, 2003 (. ).] .

  ,    ? ,        - .     ,    ,          .           ,          ,        .     ?

     ,       -   ,    ( )  ,  .     ,      .                .     ,    ,    .       (Tim Lott)   Evening Standard.        .  ,      ,          XIX    ,     XXI .              .    ,      .  :    ,      .   ,    ,   .  ,    ,   ,    .   .      ,    ,         .         .

 ,           (   ),     .         ,        ,        .      ,   ,  ,  ,   ,   :  ?   !



  () 


    ,      :     ,     .           ,        . ,   ;    , ,              . ,  ,    :     ,    .  ,       .

  ,    ,     ,    .          Telefonica 20 %    [191 - Spanish Machos Opt for Womens Work, Deutsche Presse-Agentur, June 13, 2001 (. ).] .     ...           (Visiting Nurse Service) -  ,              [192 - Nursing Group, Facing Shortage of Recruits, Courts Police Officers and Firefighters, The New York Times, July 1, 2001 (. ).] .

    -,     .  2001     2 %   (    ),   2005        6 %[193 - Man-Sized Issues; How Men Are Talking on Womens Roles in the Business of Caring, Scottish Daily Record (Glasgow), June 19, 2001 (. ).] .

         .        (National Association of Home Based Businesses) ,   ,         ,  ,  1995  2000    50 %[194 - My Boss, My Wife, Time, August 27, 2001 (. ).] .  ,               ,         .



   ?


,  :            ,     .      ,       -, , ,    .    ?       , ,    ?  .    ,    ,             ,    ,      .  ,            ,   .

             .       , ,     ,        (,   ,   ,    - ).     .  ,      ,       .

,   ,    ,   .    .         -,    ,  ,        ,          .

 ,     , ,     ,            ,     .    ,   ,       ,  .    ,        ,          ,      .

    ,     .       ,       . ,     ,      ,      .                     . ,     .

    The New Statesman   (Sean French)     , ,    ,       (Richard Scase):



 ,          ,    .          ,  .     .   ...

       ,     ,  ,  ,       11  .       .  ,           [195 - Sean French, Men of the Future, Were Told, Will Be Sad, Lonely, Isolated Cases. For Once, Im in Advance of the Trend, New Statesman, October 25, 1999 (. ).] .


 ,   , ,      XXI   , ,    ,    ,       [196 -   (. ).] .

  ,           .       ,       ,   ,   .  -            ,      .          ,       :         ,   .

?  !    ,     ,      ,   ?         ...



 :  


          .    ,     ,     .       5,     ,       ,   ,   -     .            !    ,     ,    ,  .       1,3   ;   1960      2;     1,4,    2,36;      1,2,   2,46  2,41 .  1960  1985        1,8    [197 -  ,       ,                    () (. ).] .  1990- , ,         ,          2,1    [198 - Economist Profiles Differing Demography of United States, Western Europe, Economist, August 28, 2002 (. ).] .

      ,          ,   ;       .      (Melanie Philips)      :      (The Sex Change Society: Feminised Britain and the Neutered Man):         ,          ,  ,  [199 - Melanie Philips, The Sex Change Society: Feminised Britain and the Neutered Male, 1999 (. ).] .     .     .  ,     ,      ,         .

  ,   ,      .     ,       ,    .      .     ,  ,   ,      ? ,  ,            ,     ,     ?

     ,     . ,        ,     ,     .    -   -,     .   ,        ,    .      ,         .     , ,     ,          - ,   ,        ,              .     (  ,     )              ,            (  ,      ,    30 ).

                    ,     (              -  ,   Ford     )     . ,    : , , , , ...         ?      ?

    ,     ,   -    Y-   ,   .    (Jennifer Marshall Graves),       , ,    ,      , Y-      .  ,   10        [200 - Carl Zimmer, The Once and Future Male: Men Will Survive Even After the Pivotal Genes That Make Them Men Disappear  The Evolutionary Front, Natural History, September 2002 (. ).] .

  ,          ?        . X  Y   ,   ,    .      Y-    ,      -    ,       ,     .

              ,   ,  ,        ,      -   .  ,                  ,    ,       .        ,      :      ,  -  .

     ,   .   , , .            ,     .   ,          .

      ,      ,                  .


   


1.  ,       50            ,       .             ,        .         .

2.    ,       ;      ,       ,    ,      ,       .

3.   ,            ,       ,       .      ,    2005    ,  .   ,   .            ,     .   ,          .



 7. -,    


       -   ,   ,   .       ,  - (      :  ,     -)       ,   ,    ,    .         ,      .     ,          .          (  )  ,           .     , -   ,    ,   .   ,        ,     ( ,    ),        ,   .

      ,   -     ,   -,    ()  .   ,   -        ,        .       :  ,      ,    ,      .

  ,    ? .   ,          :           Ֆ  Y-,       -. ,   ,       ,  [201 -   ,    .      .  :  , -, ,   , .         (. .).],   ,    .   ,    -.    ,    ,    .



    


   ,       ,     ,     ? ,      ,       .     ?   (Tom Cruise),  ,   (Hugh Grant),   (Brad Pitt),   (John Cusack),   (Leonardo DiCaprio),  ,   (Jude Law),  ...            .  ,          ,      ,      .

  (Johnny Messner),   ,            :     (Anacondas: The Hunt for the Blood Orchid) -  ,   ...  ...      ,    [202 - Thomas Chau, Interview: Johnny Messner on Anacondas: The Hunt for the Blood Orchid, Cinema Confidential, August 23, 2004 (. ).] . ,      -  ,     - ,         .  ,       20         .   -,    ,         .     ,     .   : -      ,       .        ,      .

  ,   ,       ,    .     (   ),            .           ,       ,   :      .

 -    -    .                ,    .  1980-  1990-      ,   , ,     (     ),              .          ,  .           (Republican National Convention),     .    :     , ,   .       .     XX          ,    (Sylvester Stallone), -   (Jean-Claude Van Damme),   (Bruce Willis),   (Dolph Lundgren),   (Stephen Seagal).       ,    ,        .

       ,       ,     (Dwayne Johnson).              . , ,                   ,      - .    ,    Mens Health,        ,   ,        :   ,      .          ,     .    2004     (Walking Tall);  - (Spy Hunter),    2005 ,     -2 (Be Cool),     (Get Story),     ,   .    20 ,         14  7 %[203 - Phillip Rhodes, Mike Zimmerman, The Rock is Cookin, Mens Health (. ).] .

  ,        .                ,   :    ,  .        ,           (Jet Li),      (Will Smith),        .

 ,      ,     .    -       (   ).       , ,    .          .

      ,  ,     .     1990- ,   ,          .     -2 (Terminator-II),     ,    ,              (Linda Hamilton).        .          ,    .

         -  1980-  1990-        (Sigourney Weaver).    (Alien)    .          , ,   ,    .      .                 ,         ,    . ,       ,          .

        1990- ,    ,  :      :   (Lara Croft: Tomb Raider)    (Uma Turman)    (Kill Bill).      ,    ,  ,   ,        ,   .  ,   ,       -:       ( ).

-   ,    .         ,      ,     .      :       ,   ?     (Danny Figeroth),     :               (Superman on the Couch: What Superheroes Really Tell Us About Ourselves and Our Society), -   ,        ,    .    .        [204 - Neva Chonin, Listen Up, Hollywood  Is There a Female Version of Spidey for Our Times?, San Francisco Chronicle, August 3, 2004 (. ).] .

 ,         ,   ,     .                ,     .            .    ,          ,    ,  ,          .   :       .

     ,   ,   ( ,  ),      .  DC Comics ,     ,   XX ,  XXI    .       ,   ,     ,  ,    .    ?   (Jim Lee)    (Brian Azarello),    ,   DC Comics  ,    .     (Lev Grossman)   Time, []   1930- ,   ,      ,    : ,    .    ,   [205 - Lev Grossman, The Problem with Superman, Time, May 17, 2004 (. ).] .   -    ,          , , ,  ,    ,             [206 -       (Superman Returns),         (. .).] .



  :   ?


      ,      . ,     ,    ,       .          ,  ,        .        ,      .        ,  ,      .

  5    ,       ( ,     )  .  ,   .          ,      ,       ,    ,  .      .     (Wendell Wittler) ( )    MSNBC,             ,     (Kevin James)    (Leah Remini)     (King of Queens),   (Still Standing)    (Mark Addy)    (Jami Gertz),    CBS,    ABC      (According to Jim)    (Jim Belushi)   - (Courtney Thorne-Smith).      (Andy Richter)    (Rebecca Creskoff)     (Quintuplets)  FOX,     NBC      (John Goodman)    (Cheryl Hines)[207 - Wendell Wittler, Television Grapples with Weighty Matter, MSNBC, October 12, 2004 (. ).] .

         ,     ,    .        : ,    ;    (   ),     ,      ,      ,     ,    ,      . ,     : ,   ,  , .            ,     .   ,        ?   ( ,  )      .   ,    ,           . (   ,   ,         .   ,     ,   .         ...)

       (  ,           ).         :   .       ,   , -   .   (   )    (Friends).       ,     ,     ,       .    , ,    ,       .             (Everybody Loves Raymond)   .    ,        -  ,     ,   ,     .    ,       (, ,  ),   :  -     ,     ,  , ,   ,       .        ( ,   ),     ,   :        ,        ,    .

      ;       .      ,   Urban Outfitters              ,   .      ,     ,  ,     .   ,   ,   -   ,       .        .

         ,     .     ,          .      ,    .    ,            ,        .        :               -?           ,        ?

          (    ...),   ,              ( , ,       ).            (Franklin Roosevelt) (      )  ,   ,    ,         . - -  ,    ,  ,       .      .            ,     ,        .

 ,   , ,         .   ,       ,  ,            ,             (      ).               ,    (    ),   ,   ,      ...      -  ,   , , .  , , 18-   ,    -.      ,  ,     ,   ,   ,      ,     .

,       .      : .    ,   . ,             .  ,   ;            .       .     .          .     ,   .     .         (Drew Carey)      (Drew Carey Show).    ,    , ,      .      ,    .         ,    -  .

     ,   :   .    , ,   (Tim Allen)     (Home Improvement).

 -     :  ,  ,    -  .    ,         .       .    ,     ,   ,        ,     .    -  ,       ... , ,     !

  ,       (    )    (  ,       ).   ,          .      ,     ()   ,   ,    ,     .

 ,       ,     6       .    ,     .             ,                .      ,  ,      ,   ,        ,      .       ,      ,               , !



    


    .   ,  ,    ,   . ,    ,       ,      . ,       .         ,        ,  ,   , ,    .

 [ ]    ,      ,       Australian Financial Review.       (Mike Morrison),      Young & Rubicam,     :     ,           ,   ...        ?    :  ,     ,   .  - ,    ,   [208 - Rochelle Burbury, David Meagher, The Many Faces of the New Man, Australian Financial Review, December 23, 2003 (. ).] .  ,     ,    .

 , 33-  ,  ,       .     ,    ,     ,  . -,        .  ,  ,      .     .   .      :  ,         ,       ,       .

 -     .  The Christian Science Monitor ,           (The Proper Care and Feeding of Husbands)        ,     ,         ,       ,      [209 - Kim Campbell, Manly Gets a Makeover, The Christian Science Monitor, July 24, 2004 (. ).] .

  .   2003  40-   -     (Richard Smaglik)    [210 -       (  ) (. ).]   - (Society for the Prevention of Misandry in the Media).             Saatchi & Saatchi.     ,     ,     ,   ,        .    ,        .     :        .

  -,       (Mens Activism News Network  Mensactivism.org),      ,             .  ,    ,   ,       ,       -.      ,  ,      .    ,  -    ?



   


  ,        -   .           -         (Desperate Housewives).      ,     ,     ,          ,     .      ,          .       (Jonny Knoxville).    Jackass  MTV            ,               .    ,    ,     ,     ;      ,       ,        .   ,                 .       Salon  2002 :



  [Jackass] -   ,       ;           ,   ...  ,    ,      .     ,    ,   ,    ,            蔻[211 - Cintra Wilson, Men Who Hurt Themselves for a Living, www.salon.com, May 21, 2002 (. ).] .


  (Cintra Wilson),   ,     Jackass    , ,    :      (David Blane),  ,   ,     .       ,    44    ,   .    -   ,        ,       ,   ,     . ,     ,     :    , [212 - Doctors Feed Blaine After Stunt, CNN.com, October 20, 2003 (. ).] .

 ,      Jackass,       ,     .         .         ,   , ,  -            .      ,            ,  [213 -   (. ).] .     :     ,      -   -,  , -,          , -,   ,   , -,     锻[214 -   (. ).] .  ,            ,  ,      .

  ,         ,    .    ,      ,   .      :  , ,  , , ,    ,   .      New York Times:  ,     ,      [215 -   (. ).] .

   ,    ,  ,     ,    ,        .     ,         :     .       ,      ,   ,     .       ,     .  , ,     .

  -      . ,     ,   ,  . -           , ,       .    ,  ,    ,  . -    ,          ,    .    ,  ,     .      .

         -.           ,      ,      .     ,       .     -   (Evel Knievel),      20 .     ,             . ,    ,   ,     .      .

 ,  -,      .        -     ,    .                72       ,  -, ,    ,   .   ,       ,  ?     .           .        ,   ,   -                  ,     .



 


  ,     ,  .             .    ,   (   )   ,    .            ; -         .   ,        (   ),             (  )        ,         (        (Boy Meets Boy)).

,   ,       ,        , , , ,          .   ,   ,          . ,        (    )           , ?

    (The Man Show),        ,     ,    .        1999  2003 ,     (Adam Carolla)    (Jimmy Kimmel),      ,    -  .   ,    ,  ,  ,     - ,  !     .        . ,  , ,     ( ,    )   :  ,  ,        . ,   ,  - ,       ,          50 . ,       ,        ,     .

  ,      18  32  ( ,    )    ?      ,     ,          ,     .        .         90%-   .  ,   ,       .      ,       .

     ,   .  ,       ,  ,   ,   ,       (Hilary Duff)    (Lindsay Lohan).   ,  ,     ,      Jackass,     .       ,      ,     ,   -.


   


1.           ,  ,        ?      :          ,   . , ,  (  )      ,    .  ,      ,   -      .      -,      -,         ,       ,       .

2.       ? ,        .          .         .

3. , ,     ,      ,           .        -,      .               ,  ,   ,       .           ,  ,      . .



 8.       


         ,    ,  ,          .       ?

      ,         .   ,   .            ,    :    .



:    


       .        ,         ,  .     -.         ,             .        .                    .  ,  -  ,     ,      : ,  ,   .       , ,      (,     11 ),  ,            .

 ,        .       Christian Science Monitor,   :



  40 ,        (       ).  ,    ;    ,    . , ,     .         .       ,  .      .     .         ,      [216 - Kim Campbell, Manly Gets a Makeover, The Christian Science Monitor, July 24, 2004 (. ).] .


      .        ,        ?         ( ,    )         ,      XXI . , ,      -.     ,     , ,   ,  ,       ?  ,   .     ,   -  .

 ,   ,   .  ,   ,  ,      :          ,       .         50 %   .     -,     .    ,    ,       ,        ,          ,       .

   .     ,    -,           .  ,    ,    , ,   - .  ,     ,        ,     [217 - Rex Jory, Boys Floundering in a World of Women, The Advertiser (Australia), October 23, 2002 (. ).] .      ,      ,      [218 - Dearth of Men to be Role Models, Telegraph News (Sydney), March 8, 2004 (. ).] .

      .    21 %  3   ,   9 %      [219 - The Male Minority: The Percentage of Public School Teachers Who Are Men Is at a 40-Year Low, The Times Union (Albany, N.Y.), April 18, 2004 (. ).] .        ,      ,      ,       ; ,     ,     ,    .

  ,      ?     :   (Boys: Getting It Right) ,    .               ,         .     ,      -,       .  ,           ,       ,    The Advertiser.         .     ,       [220 -   (. ).] .

 ,  ,     .     ,         ,   -        :



  -   :   ,   7      -,  14   ,       ,       .       (Les Isaak).     [221 - ,          (. .).] .     ,   ,   ,  ,      (Ichtus[222 - Ichtus  Ichtis (. . )   ,      ,  (. .).]  fellowship)  [223 - Bess Twiston Davies, How the Men in Cassocks Became the Boys in the Hood, The Times (London), July 5, 2003 (. ).] .


       ,  ,   ,             . ,   ,            .     ,      ,   -  .  ,              ,      ,       .

       ,         ,    ,  -    . ,        .   XX  ,    (Ezra Pound)  . .  (T. S. Eliot),        ,   .    ;             .      :      ,      .  -,    (Ned VIzzini),   (Marty Beckerman),   (Nick McDonnel),   (Katie Tarbox)    (Rebecca Ray),     ,      .          ,      ,       :    , ,  ,     .    -   ,   ,            .

     ,      ,        ,  .          ,   ,        .         ,      .       10    ,   -   .      ,    ,   . ,      ,        ,              .      -,  ,    ,      .      ;             2004 [224 -   ( . lad lit)  ,   - 1990-          .  ,    -,      ,         (. .).] .

          ,    .  ,         SAT      ,          .            ,      .   (Pat Clarke),     British Columbia Teachers Federation,     ,     ,            ,   .  ,         ,    ,    [225 - : www.capcollege.bc.ca/dept/cmns/louts.html (. ).] .       ,        ,     .   -        ,      18 % -    20  21 .             .     , ,     ,    ,  45  302 -       .         ,      ,     ,      ,  .            ,       .   , ,      ,   ,       [226 - Jenel Few, Odds Are Against Black Boys Eventually Getting College Degrees, Savannah Morning News (Georgia), April 9, 2004 (. ).] .

,       ,    -    .   , ,  . ,       ,     ,       .         . ,     ,       .        ,   The Advertiser:  ,         ,   ,  , ,       -  .          .    -...        ,       ,     [227 - Jory, Boys Floundering in a World of Women (. ).] .

,      ,  ,        : , ,          ,  ,   ,      ?      ,       ,          ,        ,    ?         ,    -,     ,         ,         XX ?



   


,      ,      .      ,   -.      ,      .   , ,           . ,   ,   Canberra Times, ,    10       .       ,           [228 - We Must Find Ways to Give Boys More Exposure to Male Role Models, Canberra Times (Australia), February 23, 2004 (. ).] .

      ,    ,          .      ,           .           -,             ,       .               .

       . ,  -  -    -.         ,     .     ,     :           .     ,  ,      ,      ,  ,   .      ,           ,  ,         .   Euro RSCG   -,     , 44 %  ,     ,       32 %[229 - New Study Reveals Celebrity Culture Has U.S. Teens Setting Sights High, Euro RSCG MVBMS Teen Study, March 2004 (. ).] .      ,  -.

 -     .      ,        -.   : ,     ,    ,     .            -     .






     (Bowling for Colombine)   (Michael Moore)      (Marilyn Manson),           ()   . , ,    .      .       :  ,      ,  ,     ,     .         ,      .

,    , ,   ,           (Kill You), ,     .           ,        . ,      ,         .      ;         .   - ,        ,          15  29     30   7080  100.          ,                ,      (Lionel Tiger),    ,   [230 - Dan Butler, What Turnes Young Men into Terrorists, Ottawa Observer, April 3, 2004 (. ).] .

     ,    ,     . ,         (Survivor)   (The Apprentice),     .  ,      ,       .  80 %            2003      $170     $122   1997 .    ,         .

     ,       ,    ,    (Neil Armstrong)    (Warren Baffet).        .        (Sean Combs),    ,    (Russell Simmons),     ,        :    ,          .        ,      ߻.

        ,    (Cory Berger),     Euro RSCG,         Mother  -.     ,    (Jessica Simpson)   ,   -   .                   .       ,        ;      ,      ,  ,     .      .

         .   81 %  ,  ,  .   ,   ,      ,   : 85 % -   .     77 % .     ,  75 %   (71 %   79 % )         [231 - New Study, Euro RSCG MVBMS Teen Study (. ).] .  ,           . ,           ,    [232 - : www.ucd.i.e/gsi/pdf/35-1/boys.pdf (. ).] .

     ,   -    .  ,    ,   , ,          .  ,    ,  -    [233 - William S. Pollack, Ph.D, Real Boys Voices (New York: Penguin Books, 2000), c. 17 (. ).] .  , , ,     .        ,         -  .  -     ,     (   ,  );       ,    ,     ,      [234 -  , . 5 (. ).] .       (What Makes a Man)   14-    :       . ,      .      [235 - Rebecca Walker (.), What Makes a Man: 22 Writers Imagine the Future (New York: Riverhead Books, 2004), c. 61 (. ).] . ,   ,     ,         ,  ,      .     ,         ,     ,   .

 .  (William S. Pollack),      (Real Boys Voices)        (Centers for Men and Young Men),   ,     ( ,  -   ,   -).  ,        ,    ,   .   ,       ,   ,    ,    [236 - Pollack, Real Boys Voices, c. 51 (. ).] .

       (The End of Men)    ,       .     ,        1990       ,    ,         ,     ,        [237 - Walker (.), What Makes a Man... c. 171 (. ).] .          ,      ,            ,        .

     ,      ,      ,  ,   .   (Colin Mortensen),    MTV  :  (Real World Hawaii)       :    (A New Ladies Man: Getting the Girl),   ,      ,                    [238 - : www.teenwire.com (. ).] .    ,         .

     (Jackson Katz)      .      ,       ,   ,    .        (Mentors in Violence Protection, MVP),    .     : , -    (Tough Guise: Violence, Media and the Crisis in Masculinity)   ,     .     New England Patriots,      ,  ,     ,     [239 -   (. ).] .



  ?


       ,   ,        ?       ,        ,      .    ,                  ,     ?    ,    ,        .  ,       ,   .   Canberra Times,       :         ,     ?[240 - We Must Find Ways to Give Boys More Exposure to Male Role Models (. ).] .       ,          (, ,   ) ?        ,    ,            ,    ,     .

,    ;        ,          ,    .   ,  ,     ,  . -              ,     .  ,  ,        ,  ,    ,  .    ,     ,      ,        ( ,  ?).      ,           ,       ,  ,    ,     .

     ,    ,       ,     :        -.



  


     ,  ,        ,  ,     ,     ,   . ,  ,   ,       ,  . ,          :    ,  ,           .

     ,   --.  1955    (Little Richard)                 Tutti Frutti.  1960-  1980-     -,          ,  :    ,   Kiss  Culture Club,         .      -,     (  )  ,     ( ) :    (Michael Jackson). ,      ,  -      -           .

      ;          (     ).                 ,                .            ,       .    The Los Angeles Times   1987        ,           :



    ,     ,  ,    ,     . ,            ,            [241 - Bridget Byrne, Michael Jackson: An Eccentric Superstar Makes Narketing a Tricky Proposition, The Los Angeles Times, October 11, 1987 (. ).] .


     ,      ,  ,    .   ,          ,  ,  ,    .            ,      ? ,          ,   .       (        ,      )       , ,     .         ,   Bubbles the Chimp       .

  The Los Angeles Times   (Bridget Byrne) ,                               . ,   -      ,          ,    ,    .       ,     1987 .     . ,      :  ,  ,  ,  ,  ,  .    ,      [242 -   (. ).] .

 ,         ,   (   ,                 ).     ,   ,          -        ,       .

 ,            ,    .        ,    -:    ,   ,      ,        .    :       ,    .  -    -  .         .   :   -   ,   .   , ,    ,         .   ,      ,    .    .       . ,   .



 [243 -     - (. .).]    


           ,      ,       ,   -   .     ,     .          :  ,  .     ,   -  -.

   20 ,    ,   (Thriller)     ,   .             Wham!      (George Michael),          ,      ,    1998          .    2005         ?  .        -   ,      ,    .            .                  -?

     1990- :          .      ,      (     ).  ,    ,       , ,    .     .

    :  ,     -,    ,    ,  .      (Thirtysomething),     (Strangers),    ,       .           ,       ,  .         ,    ,    [244 - American Television, Drama: www.glbtq.com (. ).] .     ,  ,      1998 ,     ABC $1     [245 - Valerie Seckler, Skin-Deep Appeals, WWD, June 30, 2004 (. ).] .

      ,    .     ,        ,        ,     [246 - Lee C. Harrington, Homosexuality on All My Children: Transforming the Daytime Landscape, Journal of Broadcasting and Electronic Media, June 1, 2003 (. ).] .      1950-  1960- ,   . ,     ,       (       ).       :   ,  ,      ,     ,       . ,       ,   ,   ,     ,       .     (Steven Capusto)    :          ,  1930-     (Alternate Channels: The Uncensored Story of Gay and Lesbian Images on Radio and Television, 1930 to the Present),          :   coming-out,      ,     . ,   ,       ,       [247 -  ; Steven Capusto, Alternate Channels: The Uncensored Stor y of Gay and Lesbian Images on Radio and Television (New York: Ballantine Books, 2000) (. ).] .

    ,  ,       -          .      ,     ,     ?     ,        ,            .  ,       ,      ,         (  ),   ( ).  ,            .

 1990-          : ,  .   -       , , .   ,    -   ,    .        ,       ,     .  ,      ,         .           ,       ,  ,   .

     !   1990-            ,             (Ellen DeGeneres).   ,  -     ,          Mazda, Chrysler, JCPenny  Wendys     ,  ,       .   , NBC    ,    [248 - Seckler, Skin-Deep Appeals (. ).] .

 ,       -,          ,    ,           ,       .                        .

              ,   1950-  1960- ,       ,  ,   ,         .       ,        ;      .        ,    .  1990-          50 ,       ,       (  )   ,       [249 -   (. ).] .

           ;       ,  Mattachine Society, Daughters of Bilitis,  1950-  1960- . ,  1990- ,   ,  ACT UP, Queer Nation, OutRage!  Lesbian Avengers.           XX        ,     ,          -.

       -:     (Fab Five)     ,       ,  tjuzing[250 - Tjuzing    ,   ,   . .   - (. .).]   mancscaping[251 - Mancscaping   ,    (. .).] ,      (Boy Meets Boy)   -,      ,       (Will & Grace).    2005   MTV     LOGO  .   (Judy McGrath),       MTV, : LOGO    :     ,      ,  ,        [252 - MTV Networks to Launch LOGO: www.viacom, May 25, 2004 (. ).] .

                  -.            :         ,      ,   .        (All My Children),         (Bianka Montgomery)[253 - Harrington, Homosexuality on All My Children... (. ).] .      ;  ,          ,        (Jerry Springer)                    .



   -


                 ,     ,     .    ,  -   ,       .    ,   ,             -,  ...  ,   [254 - David Zurawik, The Evolution of Man, The Baltimore Sun, August 10, 2003 (. ).] .             ,        ,    -.

   (  (James Gan doflini))    HBO   (The Sopranos)   ,          .    (  (Tony Shalhoub))   USA Cables  (Monk)  ,       .    (  (Peter Krause))       (Six Feet Under)   HBO    ,   ,      [255 -   (. ).] .

                .      (David Zuravik)   Baltimore Sun,        -. ,      ,   .  (Michael C. Hall)       ,           ( ).            ,   -    ,     [256 -   (. ).] .

  ,  ,   .    -    -  ,               -  ,  .        ,     ,    -  ,   ,             .           ,   , ,        .

,  ,              ,    -.         ,     , :  .                .        (Carson Kressley),    .        ,       ,  ,       ,     .      (Michael Bronski),    ,      , , ,   -,      ,   USA Today:



... ,    ,   -     ,   ,   ...  ,       ,         (Boys in the Band),  ,    1970     ,        .     .     ,   ,  .   ,      ,     ,     ,    ,  .     Fab 5   ,   ,   -[257 - Craig Wilson, Gay Taste? Heres Straight Talk, USA Today, August 5, 2003 (. ).] .


,       ,          ,           .

      ,  -          ,   ,       .               :  ,    .    -          ,        .    1960- ,    (Ron Cregg),        ,    -   ,   ,        ,      [258 - Claire Zulkey, Running Straight for the Queer Guys, Chicago Tribune, October 1, 2003 (. ).] .      ,       .



-


           ;             .        ,  -,  ,    ,  -     ,       .      (Ivory Soap) 1917     :  ,      . .  (J. . Leyendecker),      ,     , ,  ,      .       ,        ;          (       National Geographic    !)     [259 - It Floats: www.commercialcloset.org (. ).] .        :           Volkswagen Golf.            1980-   Da, Da, Da,      (Ellen)  ,      [260 - Sunday Afternoon: www.commercialcloset.org (. ).] .  ,          ,   Volkswagen  ,        -.                ,       -,       ,    .

          ,    ,          .     ,         ,   ,       ,      ,    .  ,   ,     -       .        - (,  Absolut) ,   -      .         2(x)ist,      -.  American Demographics :



 [2(x)ist]   1992 ,        1996 .       ,             .        .       ,    (Jeff Danzer),  -   .      $20   ,   1998     $3 [261 - Sandra Yin, Coming Out in Print  Industries Seek Out Gay Consumers, American Demographics, February 1, 2003 (. ).] .


   ,   ,        .    -  ,  2(x)ist ,    -       -           .        -     , ,   :  ,        ,     .

                 ,           ,   XX   .  ,    ,    ,       ,       .          ,    -.      .          -,          .

, -      .     -    - (,   ,   ),            :             .

 ,  -    ,   ,    , 40- ,    .      ,      .

-   -,     ,     ,  ,       . ,      ,       ,     .     ,      (  ,     ),           :       .



  


      -           ,       .         .             .          ,    .  ,     ,          .    ,   ,      ,    ,         .         ;     ,        .

         ,    .  Calvin Klein  Abercrombie & Fitch         .     ,      ,   .             . ,   2003    , ,  ,   ,    .      ,  ,  , -,     .  , , ,  ,    ,   ,      [262 - Christopher Bantick, Backham Boots It Home, Hobart Mercury (Australia), February 13, 2003 (. ).] .       , ,  , ,   ,  .    .         ?  ,    ,    .        ,     .

    ,       . ,    -      :    (Michael Phelps)     (Ian Thorpe).   ,         ?     ,   ?

       .      ,     ,  ,   .      ,    (Travis Fimmel),       ,      Calvin Klein.

                   .          ,  ,  ,    .            ,            .  ,       -,       ,    ,   . ,        ,   (   ),      [263 -   (. ).] .


   


1.   ,          . -   ,     -,               .    ,           ,    :    ,    .   -  ,      ,   ,    ,    ,   .      ,      .           ,  .

2.       -,       ,   .    ; , ,  ,     ,         ,       ,   ,     .   ,           .    ( ,  )      ,     ,       ,     .



 9.    


  ,   ,       , ,                   .           .              ;      .

     ,      ,        .  ,    ,   ,      .     ,        .         ,   ;   ,     ;      , ,  ,        .  ,     ,  . ,        ,   ,     .     ,   [264 -           (. .).] ,    .

               .   ,          ;    ,    .

      .  ,          ,     .  .            ,     .   ,   ?           (National Public Radio),  :         ,      ,    ,         ,   ,       ,    ,   ,      -  [265 - Arranged Marriages and the Place They Have in Todays Culture, Talk of the Nation (National Public Radio), July 20, 1999 (. ).] .

     ,       ,  , ,       -   (Johan Cruijff),       [266 - .  .: Elk voordeel heb zn nadeel! (. ).] .

          .    ,   ,             .      ?       ?     ?       ?      ?     ,      ?

 ,            (    ,       ).       ,       .                   ,          .           ,                .



 


      ,      ;  .     ,    ( , ,  )       .       ,  ,    ,  ,    , ,                 .

      ,      .               ,   ,    .           [267 -  ( . produce  , consume  )      (. .).]                 .          ,          ,  Amazon.com, eBay,  -        .    ,      ,        ,    ,         .

   ?  .

 The Toronto Sun :        , ,      ;      Lavalife.com, eHarmony.com, Frienfinder.com  Match.com     .     [268 - Michelle Marks, Loves Tangled Web; Internet Sites Connect Singles, but Keep and Eye Open for Deception, The Toronto Sun, August 1, 2004 (. ).] .  ,     ,  ,        .          ,   (  ),                 ,    .     ,   ,    -  ,      .              18  30 ,      30,  40   .       XXI     .

       .    Sunday Telegraph   26-   (Katherine Mamontoff)  35-   (Antony Robinson),           RSVP:      ,   - .      [269 - Tony Vermeer, Most Men Go for Blondes  Women Prefer Tall, Wealthy Guys, The Sunday Telegraph (Australia), August 1, 2004 (. ).] .         ,       .         Denver Post :     :        ;    ,     [270 - Joanne Ostrow, Whither Ms.? TV Reality Romances Strand Women, The Denver Post, February 16, 2003 (. ).] .

     XXI      ,  Sears & Roebuck,             .

 Philadelphia Daily News,     -  ,   ,    :        ,        Yahoo!. -  ,        .         ?[271 - Jenice Armstrong, Online Dating Antics, Philadelphia Daily News, July 28, 2004 (. ).] .

,    ,        .

   , ,         .  ,  2003         29  ,       .            [272 - The Funny Odds of Online Dating, Reuters, June 10, 204 (. ).] .  ,    Web-Tracker comScore Networks,     ,     38  [273 - Online Dating Services Thrive as Electronic Matchmakers, Chattanooga Times (Tennessee), August 6, 2004 (. ).] .

 ,      (Office of National Statistics), 14    ,       .  Udate.co.uk      ,    1,2         60 000  [274 - Udate.co.uk Leads in U.K. Internet Dating Services, Internet Business News, August 4, 2004 (. ).] .

,    ,   2004    Euro RSCG    Prosumer Pulse 2004, ,        (    2030 %           ,     ).     ,           ,        .      46 %   30 % ,      ;      39  30 %,     (39  32 %),  (44  36 %)   (57  50 %). , ,  -       ,     , ,               .    ,           .

       .      ,        Match.com  Yahoo! Personals.     ,    ,         ,   .

-        ,      .     .  ,  JDates.com (  ),    .             ,    ,  RepublicanSingles.com, SingleRepublican.com, DemDates  DemocratSingles.com (       ,             ).  ,     ,   ,               .    DateMyPet.com, AnimalAttraction.com  ReinsAndRomance.com.

,     ,      ,          ,        .       12 %  [275 - Jupiter Research : Brian Kladko, Internet Dating Adds Niche to Help Cheaters Connect, The Record (Bergen County, N.J.), July 31, 2004 (. ).] .      ,    ,  AshleyMadison.com  Philanderers.com.   ,   ,    ,   ,  dateseeker.net,    :           (     )      (  ,   . .).

        . ,    ,      :            (       )  -  .    ,       ,      ,         .    ,              .     ,       ,        .

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               ,          .    ,          ,   .    ,       ,    ,      ,    ,       ,         [276 - Mary Ethridge, Broker Attempts Dream Matches; Professionals Too Busy to Go on Own Search Let Lunch Date do Asking, Akron Beacon Journal (Ohio), August 7, 2004 (. ).] ?      -  -,     ():     ,  ,  ,   . .      .               .   ,    [277 - Netty G. Gross, Sick of Being Single, The Jerusalem Report, October 30, 1997 (. ).] .

 ,      ,       ,       ,    .  ,   ,  , -,   ,     ,    ,     :       ,               .       ,           ,      ?



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PerfectMatch.com,     ,     ,    ,  ,     ,     ,      .  ,   Duet (TM),    PerfectMatch.com,       ,      ,    .   ,      ,      ,    ,     .      ... ,       ,   ,       . ,   ,          [278 - Men Are from Mars, Women Are on PerfectMatch.com, PR Newswire, August 3, 2004 (. ).] .


      .       , ,   ,    XXI      ,     .    -,      ,             .           ,         ,          .

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      ,      ,  .           ,   ,     ,      ,    .            .          (,    )  ,          .      ,      ,    :                .

       ,           . -         ,        ,  TellCupid.com,      ,     ,    .  ,    ,         ,   ,              .   ,  ,    ,       ,          ,    . ,          ,     :     ?        (-   (Fatal Attraction))       ,         . ,     ,     ,           .

    Vivacity.com    ,    ,     .   ,          ,      ,         ,    . ,    ,  Vivacity.com    ,    .          .           ,      ;                ,      [279 - Survey Reveals Blind-Date Risk-Takers, U.K. Newsquest Regional Press (London), August 3, 2004 (. ).] . (,        ...)



  


   ,     ,  ,     ,      . ,      ,       ,      .

   Prosumer Pulse 2004  Euro RSCG         ,     ,           .         70 % ,   14 %    ,  15 %    .      58 %       80 %   .       : 77 %  ,         ;      64 % ;  9 %          20 % .  ,      ,      ,    .      :      78 %   55 % ,   12 %   26 %     .

  1       ,     ,  . ,    ,       ,       (         ),       .     ,    (Friso Westenberg),     Heineken  ,  ,    30     .   (Madeline Park),    30,   ,    ,   :  ,  ,               .

      ,   .  ,               .              ;       ,     ,        .     ,     ;    ,     .    ,    ,   ,       .

  ,       ,     ,   ,       .        .       ,             .          .            .  ,      ,    ,        .     ,   ,             ,         .      .      ,    :        ,  -[280 - Tom DAngelo, Animal Magnetism: Its a Dog-Meet-Dog, Owner-Meet-Owner World, USA Today, August 4, 2004 (. ).] ,       ,     :     ;   .    ,    ,    [281 - Julie Shaw, Finding Love Online Story, Newark Advocate (Ohio), February 14, 2003 (. ).] .

 ( ),   ,          (Sasha Cagen)     :    (Quirkyalone: A Manifesto for Uncompromissing Romantics)    Quirkyalone.net.      , quirkyalone   ,     ,       .       ,    . Quirkyalone      ,  ,       ,       .                 .    ,   ,      (Alternatives to Marriage Project)      (American Association of Single People)[282 - Liz Hoggard, The Power of One, Sunday Telegraph Magazine (Australia), March 14, 2004 (. ).] .



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   XXI       ,    ,   ,           .       ,      ,               ,    .  ,   ,     ,     ,              30          .     , 56-  -   (,   ).       (The Centers for Disease Control and Prevention) ,   2002        50   263 ;   10 % ,    .  ,   30 , ,      ,     30    40  (    ,     50)[283 - Beth Turner, Record-Breaking Older Women Give Birth: Parents.com, November 18, 2004 (. ).] .

    ,             .   ,      ,    ,        ,  ,   .  ,             .       ,     , , ,           ,         .

         ,    . ,  ,         ,     ,  ,    ,      .         (Charlie Chaplin)    (Woody Allen),     --    (Jerry Lee Lewis).

          ,     ,  50    30.        ,   40- ,      .     ,   ,  ,       : -    .            ,       :     .            ,     ,             .           ,   ,        .   (Kathleen Roldan),     Match.com, ,           .    ,                   .       ,      [284 - The Fly to Love, and It Shows, Naional Post (Canada), July 24, 2004 (. ).] .

    ,   30      .     ,      ,       .   ,      ,       ,  ,     (      ).  ,  ,            ,        ,  ,     .     ,      ,  ,       ,       .      .                  .

       ,     . ,    ,      -   ,   ,      25 .    (Elizabeth Devonport), 58 ,  33-   (Mark Foxsmith)   ,      Regency House Party   Channel Four.     -     ,      .      ,      (Germaine Greer) (1939  ),      - (The Female Eunuch),   1971 ,    (The Boy),    .

  ,        ;     .  , ,          ,     .   ,         ,    ,       ,  .       ,   ,     ,   .   ,     ,        ,    ,           .           ,       .   ,                .

       ,       ,    .      ,      ,     ,         .   ,   ,  ,        .  ,  ,       ,      ,      .  ,       ,    ,     ,   .      ,             ( ,     ?).   ,      .            ,     .

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  , 23-   , ,       ,      ,        ,    .  ,    ,        ,  ,   ,   - ,   .     ,     ,       .        ,    ,             (, ,      ).

      ,    ,      ,   .     (Bernice Kanner)          ? (Are You Normal?).          ,   ? (Are You Normal About Sex, Love and Relationships?).     ,            ,   .        ?     ?    ,  ?     ?      ?              ,   , ,        ,    ,   .

          ,    ,      ,    ,     ,     .   ,           .      :       -?    -              ,     .       ,          ,     .        ,      ,   .           .  ,     mensNEWSdaily.com :



  20   ,       (    Time   1990- ,         ,   :   ?),   ,   ,    ,     .    ...     .       ,         (  ).     ,     .        ,         .   ,       ,      ,   .         .     ,        ,      .  ,     .    [285 - : www.mensnewsdaily.com (. ).] .


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  Prosumer Pulse,     Euro RSCG, , ,      ,      .  ,        ,   ,    ,  ,    . ,          ,     ,    .  ,     , ,   ,            ,        .    ,      ,          ,       ,       ,      , ,  ,  . , ,   ,  .

 ,   2004 ,    2000 , ,          ,         .     ,  ,          .    ,   : 81 %   ,           ,      65 % . ,       .

            ;     60 %    55 % .        .       ,    .  ,      ,  47 % ,        .

         ,   ,   ,    ,     ,  ,      .           ( 13 %   4 % ),       .

 ,            ,       . ,     ,   ,     , ,        .     ,        ,    : 86 %  ,       .       75 %    ,   71 %  .         ,           .             .

     ,    ,         .  ,      .  , 39 % ,   ,   ,        ,        41 % .        44 %   ,       ,  40 %  .            38 %    41 %.         40 %,    42 %.  ,       ,      ,       .



     


  ,    ,       .     ,     ,   ,    ,               ,     .                   ,    ,    .   (  ,   )      ; ,    ,  ,   ,   ,       ,              .                 .       - -   ;    ,            ,    ,    .       .

,       ,    ,       .    -      National Public Radio   (Talk of The Nation):  ,          .      ,    ,     .          .  ,   ,    ...    ,       .   ,    ,   ,  ,    .   [286 - Arranged Marriages..., Talk of the Nation (. ).] .

     , ,    ,           ,   ,           . ,      ,      ,    ,     .              ,        .

    ,         :          .              ,         ,        ,    .

           .            ,  [287 -  (boarder)    : , ,   . .,    (. .).] ,   .    -  ,       (Seinfeld)  ,           .  ,          ,    ,  ,       ;  ,        ,        .

   (Ethan Watters)   (Urban Tribes)        20  40 ,         .       ,       ,  .            ,  [288 - Hoggard, The Power of One (. ).] .

      Prosumer Pulse 2004  Euro RSCG.           (88 %)   ,       ,    .                ,    ,       .        ( 96 %   87 % ),     ,           ,        .

,       .         ,       .         ,                ,  ;       ,        .          ,        .

           ?  34 % ,    Prosumer Pulse 2004,    ,            ,      .      49 % .         ,  :       38 %    31 % ,    45 %   53 % .        ;          (52  37 %),         (29  45 %).

  ,       ,  , ,     .     ( ,  )             ,    . ,                 2004 ,         .        ,      ,  ,   -    .     ,              .  , ,      ,   , , ,      .



  


                ,    , .    (Pamela Paul)      (The Starter Marriage and Future of Matrimony)     ,     .         2025        .  2000       20  34        (),  . , -      ,            ,         .      :      ,  ,    , ,       .    :   ,    ,        .

      .    (Paul Newman)    (Joanne Woodward),             ,   .            ,          : ,      ?        .    ,  ,    .    (Julia Roberts),   (Nicolas Cage),      (Drew Barrymore)        ,    (Britney Spears)         55 , ,     .     ,  ,                  .         ;     .       ,         ,     ,  ,  ,   ,   .   ,   ,                .

    :      .      ,            ?       ,        .                ( ),    .    ,   .  ,    ,      ,          .      ,  ,       .         .          ,         ,     .      (Monica Lewinsky)          ,     .         ?       ,      ,      ,       ?         2004   -   (James McGreevey),        ,      ,   .             ,   ,        .        ?  ,            ?  ,        ,      1996 ,              (   54 %    43 % ).

,  ,   ,   , .         ,     .     ,  ,        ,     ,   .  :      ,        ,            ,     ,         .    ,             .       .       ,        .


   


1. ,            . ,      ,       .   /   ,     :    ,   . .

2.          ,      .  ,  ,    :     (77 %    64 % ). ,      . ,     (,    ,  ),      .       ,          ,       .

3.    :   , -     ,    .   ,       ,      , -,    .            ,     ,      .       .



 10.      ?


  ,       .        (Coventry Patmore)        (Angel in the House).       XIX ,         .            ,       ,      .

  ,       XIX     ,     .      XXI               ,      .      50                       .                 .   ,    ,  ,         ,   .

      ,    50       .

?     ,   , -    , ,       ,        ,        (   ).         .

?      ,       ,              .    ,  1995  10 %      20  25     ,      ( 1986  1995   -  25  )[289 - The Forgotten Half Revisited: American Youth and Young Families, 19882008, American Youth Policy Forum, 2001 (. ).] .  2001          25  34      ,    1980- .  ,   20  24 ,           .

?              ,                ,        .   ,                  .         75,5 %    ;  1970      59,4 %.        .        91 %    ,     95 %[290 - The Social Situation in the European Union, The European Commission, 2003 (. ).] .

?   ,   ,   ,                . ,  ,       , ,   .

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?       ,   ,          .  ,    (      )       (  ,  ).

?         .          ,     .  :  1997    Psychology Today ,  43 %    ; 30      14 %.  2003      1,1   ,   31 %  ,   .    ,                  ;  1980       1015 .

?             .   ,        ,    ,     30    40,      ( 2002  23 %   54 %     30  34      ;  1970   , , 9 %  6 %).  ,             ,        .

?     ,       ,      .     ,             ,    ,  . ,       :  2000      50,7 %  .  1950-     80 %.

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         ,            .                ,     .       7,              ,        ,   ,    .       ,   -   - ,     ,   .      ,        ,    .   ,         .   ,      ,    ,      .



   


   ,     ?   ,      Mensactivism.org.     ,      ,  patriarchy.com  Mensactivism.org, ,       ,       .   (Virginia Woolf) -         ,              .    ,        .                 (Selective Service System)[291 -    ,    (   18  26 ),         Selective Service System (SSS).   ,   (   )    ,                   .       SSS   30       18      30      (. .).] ,       ,        .         ,    ,    ,    ,            .   ,  ,                    .             .        ,          ,     ,     .

     ?     ,        ,  .    ,    (Robert Bly),     (Iron John),   ,    ,        ,    .  :          .  ,      ,      ,       .  1980-              ,        ,      .         ,             ,    ,          .      Mankind Project    -    (New Warrior Training Adventure). ,    ,       []  []     .    ? ,   .     ,     ,       ,    ,   [292 - : www.mankindproject.com/values.htm (. ).] .  ,    ,     ,  , ,       ,        .        :     ,   ,  .

         .          ;    ,   (,  ,   ).  ,       ,           ,       .

     ,   .        ,   ,    ,     .     (National Organization for Changing Man, NOCM)       (National Organization for Man Against Sexism, NOMAS)   ,      ,    ,   ,   .   ,           .       ,           .         ? ,    , ,      ,   ,      -  ,      .

,       .       ,             .   :   ,      ,   .  ,        .         :      ,       4,        .

,        .              (Oceans Twelve)   ,     ,     ,               (Charley Boorman).                 (Good Will Hunting)    (Ben Affleck).

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-,      (     - ,    ,       Slowlane. com     ,    ),    ,     .        ,    ,              .     ,         .              . ,         ,    ,       .                  . ,  ,    ,    ,    .  ,         ,           ,        .    ,       ?

   -    ,   ,          ,    .  40-  ,    , ,  ,          ,       ,          ,        ,      ,   .    ,       ,  .     ,          -    .       ,  ,        .   ,      ,   ,            ,      ,    .      ,      ,         ,           -蔻.

    ,        ,   ,        .               ,         . ,      ( )  ,    ,      .  1990              15 .  ,   ,     ,          . ,     ,      ,   [301 - Parental Leave and Father Involvement in Child Care: Sweden and the United States, Journal of Comparative Family Studies, 33, 3 (2002): cc. 387400 (. ).] .   ,   ,    ,        (     ,   ),            ,       .               ,         .         ?  ,   ,       ,      .         - .    .

   ,          ,    ,      ,          ,     ,     .             ,    ,   ,   .               ,             ,    ,  ,   ,     .          ,        ,     .

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