The social nature of attractiveness: how to shift attraction from dominant traditional to alternative masculinities

This article explores the paradox that while much emphasis has been put into educating boys in the alternative masculinities, the boys who hold these values are not the ones who are considered attractive in the social imaginary of a large part of the population. Attractiveness to different masculinity models is the result of the process of socialization. The authors argue that there is a mainstream process of socialization which is not the only one that promotes the attraction to the dominant traditional model of masculinities, while the opposite process is found with alternatives ones. Drawing from previous studies in the area of preventive socialization of gender-based violence and men's studies, different aspects are highlighted showing how transformation is built in regards to provide new alternative models of masculinity