I don't think the piece is suggesting that the west isn't making this media or that men aren't consuming it. The piece is about cultural values and it clearly f

I don't think the piece is suggesting that the west isn't making this media or that men aren't consuming it. The piece is about cultural values and it clearly feels that many of the values of "Virility" are alive and well but not joined under a single term: > What’s striking, reading this plangent eulogy for virilitas, is how much virility nevertheless remains at the center of male culture. Spend some time with a stack of men’s magazines and you’ll find that male identity is still a negotiation between discipline and vigor. Men still have special respect for a man who dominates others by dominating himself. Earlier this year, Under Armour released a new television ad featuring the Olympic swimmer Michael Phelps. The ad alternates between moments of admirable discipline (Phelps lifts weights at the gym, shivers in an ice bath, and falls asleep after a hard day’s workout) and moments of unbridled athleticism (he powers inexorably down the lane). The commercial ends with the company’s slogan, “Rule yourself.” Phelps, with his sculpted muscles and mountain-man beard, embodies virility as Corbin describes it. He has “an amazing control over those organs that, while certainly vigorous, are truly subject to the virile man’s will.”