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Playboy, the boy inside

Preciado's latest book, "Pornotopia. Architecture and sexuality in Playboy during the Cold War , contains two essays in one. The first can be read as an extended footnote on previous page "Testo Yonki" on the implementation of the scheme farmacopornográfico, illustrated here by the universe Playboy as the first company that successfully commercialized the brothel global multimedia , ie the complex composed of the magazine, TV shows, websites and other media products that exploit the business-core brand of the bunnies. The second test is more specific, it incorporates the foregoing the architectural factor and in particular: the cultural construction of living spaces in postwar American society.

said in a tweet: in the fifties, man invents Plaboy interior.

Hugh Hefner, Playboy founder and pioneer of the horizontal work, at home, Chicago 1966 (Photo: Burt Glinn / Magnum).

How so? We know that in the atomic age, women, locked in the suburban family home with children, garden and home appliances that do everything alone die of boredom. It turns out that their husbands, educated to deal with things that matter, even more bored. Worse, they feel powerless, because the place to which they return after sucking Nosecuantos hours drive out of the office, not theirs. The single-family house not only works as "a comfortable concentration camp suburban" for middle-class women, also for their husbands.

On the left, the traditional American man, on the right, the new playboy (Arv Miller drawings for Playboy, 1953).

Even the male heterosexual American fifties and not like their parents. He does not like to go hunting, do not identify with the values \u200b\u200bof work, family and responsibility and is up to the eggs of the obligations to which it condemns its status as a good father and good husband. Favorite son of the consumer society, he also claimed the right to own room. A place to feel frivolous, childish and free, and what is more important: a place where the type of women that dominate his life in the private space and define the scope of their duties in the public and the mother, wife and homemaker, never have access. The imaginary male masculinity postwar claims as its measure and ideal space (utopian) to stage it. Marketing is what is known as "target market."

wanted a dream home. A place where you can work out and have fun without the problems and conflicts of the outside world. The man does not dream of a place where to hang your hat, but with its own space, a place that you know belongs to him, an environment that can handle alone. Playboy has designed, from the baseboards to the ceiling, attic idel for the single urbanite. Hugh Hefner, Playboy publisher 1953.

Longitudinal designed penthouse Playboy singles by Donald Jaye in 1962.

This new habitat, Preciado called "topos erotic alternative to the suburban family home, take body, first in the attic Playboy after the Chicago Playboy mansion and the Playboy Mansion West Los Angeles, where the brand's founder, Hugh Hefner , lives and works in silk dressing gown and slippers, surrounded by girlfriends and partners. Playboy In homes, real or fictitious, gender divisions are strictly controlled but not in the usual way. "Playboy's strategy was not to transform the mother and whore housewife legal -As before-but a great companion model is not a threat to domestic and sexual autonomy. " This is where the bunnies make their entry, not as a central element of the business, but like a mirage, to reinforce the idea of \u200b\u200bmasculinity inside, keeping away the ghost of the homosexual. The female figure is negligible and only strategic but is present in a virtualized, as guest playmate, their presence can be activated or deactivated by closing a door or from a page.

"Pornotopia", with which prices has been a finalist Anagram test also includes a detailed study of the famous round bed Hefner and a host of references and gossip. Are only 200 pages, large print, which are read in three sittings.