Books: New templates of maleness

Men may have been sidelined by women, but will this book, a brew of planning and voodoo, really help them find their place in the new order? Peter York doubts it.

Did you see Michael Buerk ranting on about the new oppression of men in his TV polemic recently? You can understand why the BBC replaced him with a pretty young woman newsreader.

The authors of The Future of Men are an American threesome who work in the wonderworld of global planning for big advertising agencies and have lovely job titles. They're in prediction, the trend business; what people used to call coolhunting before the idea was denounced as hopelessly uncool.

This means there's no danger of crazed polemic from them. No academic anthropology either. There's a smattering of 'cult studs' language, but most of it is in a relentlessly upbeat agency presentation style with lots of catchy sub-heads and useful boxed-up what-to-remembers at the end of each chapter.

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