Queen's University

Guys and gear

2010-03-19

The holiday buying binge is just beginning and so is the marketing ritual that directs women to purchase gadgets – gizmos, gear and all things electronic, mechanical, and digital – for the men they love. Research suggests this is not just media mythmaking, because guys really love gadget gifts.Queen’s Film and Media Studies professor Sidney Eve Matrix says men’s age-old fascination with gear and gizmos is linked to an appreciation of their functionality, but more importantly, it is all about gear fetish - a lust for cool shiny objects!
So what draws men to these objects? What is their fascination with gizmos and gear?
She suggests men aim to achieve sex appeal, empowerment and virility by owning guy gear and that “gear envy” may be inspired in those who lack the latest, greatest, smallest, slimmest, ‘phat-est’ must-have device.
To arrange an interview with Sidney Eve Matrix, contact Communications Assistants Alissa Clark at 613.533.6000 ext. 77513, alissa.clark@queensu.ca or Molly Kehoe at 613.533.2877, molly.kehoe@queensu.ca.

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