Katie K. Katz. Advertising and the Construction of Violent White Masculinity.

Kathryn Kokoszka
Friday Oct. 12, 2007
WGS 220-05
Jackson Katz. Advertising and the Construction of Violent White Masculinity.

Description:
• Male violence is normalized by the hegemonic ideals of masculinity in advertising. (350)

Analysis:
• Key source of the hegemonic constructions of masculinity is the movie industry, they produces many violent male icons. (351)
• Icons became popular because they were introduced at a time in which there was economical instability, women's movement was challenging hegemony. (351)
• "Manhood" is defined by the physical body and its potential for violence. (351)
• Males are posed as aggressive in many ads. (351)
• People who don't agree with the violence of males in advertisements are often seen as not getting it or having a sense of humor. (353)
• Use of male icons from history gives the idea that men have always been aggressive, dominant, and violent beings, therefore it is biologically based. (354)
• Military and sports are also key sources of masculinity and violence, so advertisers take advantage of this. Military uses the words leadership, respect, and pride in their ads to have appeal. (355)

Vision:
• The understanding of cultural constructs of masculinity and its link to the prevalence of male violence needs to be examined and then focused on more anti-violent advertising. (357)

Strategy:
• In order for change our society need to focus on and study the representation of men and their relationship with violence. This starts with critically looking comic books, magazines, toys, videos, and porn, the areas where male violence is produced and accepted. (357)