Tag: Social Darwinism

“Hey Skinny, Your Ribs Are Showing”: Charles Atlas and American Masculinity

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Introduction

Consciously or unconsciously, we are all aware of Charles Atlas and his business. In today’s article we will look at Atlas, Physical Culture and constructions of White Masculinity in 1920s to 40s America. I believe Atlas’s ‘Dynamic Tension’ product was successful in this time as claimed to provide men with masculine qualities that they wanted at a time when American White masculinity was seen as threatened. Atlas did not target other races, genders or sexual orientations instead focusing solely on white male heterosexuals. Atlas once said: “15 minutes a day! Give me just this and I’ll prove I can make you a new man.” Well in much less than 15 minutes you’ll have an idea of what type of man Atlas and his customers had in mind.

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