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Alpha Men’s Amazon Wishlist by Boi Hugo

  • Title: Alpha Men's Amazon Wishlist
  • Artist: @boihugo
  • Designer: cover co-designed by @dog.treat and @boihugo
  • Editor: @boihugo
  • Printer: Mixam UK
  • Publication date and place: December 2018; London UK
  • Edition: 100
  • Format, binding: Softcover, Supaclip
  • Size: 21cm x 14.8cm
  • Number of pages and images: 40 pages, 80 images
  • Type of printing and paper: Digital Printing/gloss lamination on 250gsm silk paper (cover), 90gsm uncoated paper (pages)
  • Retail price: £12
Book description: I appropriate images from the male homosexual financial domination online group on Tumblr and the real Amazon wishlist of the “cash masters“ on After several experiments, with the french-fold technique, I hide the explanation texts and explicit images that they use to build the online masculine alter ego inside the “pockets” of the book. This is not an attempt to criticize the community but rather a study on how products are gendered, how does toxic masculinity become a commodity, how does the power shift when the “alpha men” ask for money and gifts, in what way they are emasculated, the performativity and absurdity of a hegemonic masculinity and the late capitalism definition of success.
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