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Preface: these are the stakes
Introduction: gender, consumption, and the Great Recession era of corporate food marketing
Crafting dude food media: from advertising to men's cookbooks
Creating a dude chef: Food Network's Guy Fieri
Producing food for dudes: the masculinization of diet soda & yogurt
Marketing diets to dudes: health, bodies & selves on Weight Watchers
Conclusion: dude, what happened?

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