The phenomenon of the "new man" or again about gender

The artide author examines the phenomenon of the «new man» from the perspedive of gender. For this purpose, the author points out different models of masculinity based upon two reasons: in terms of power and rnnsumption perspedive. From the point of view of the authority the article considers hegemonw, ^mpHd^ natural and inversion models of masculinity. From the point of view of rnnsumption the authior explores metrosexuality and oversexed masculinity. Models of masculinity are desrnbed in different ways for a rnmprehensive demonstration of the phenomenon of the «new man».