Tom S. Katz, Jackson. Advertising and the Construction of Violent White Masculinity: From Eminem to Clinique for Men. 349-358.

Tom Schleicher
October 12, 2007
WGS 220 Section 05
Katz, Jackson. Advertising and the Construction of Violent White
Masculinity: From Eminem to Clinique for Men. 349-358.

Description:
Even prior to 9/11 violence was one of the most pervasive and serious
domestic problems in the US
Analysis:
Mass media propagates violence (349)
Growing attention to power of cultural images of masculinity (350)
Discussion on the cultural definition of white manhood as defined by
stereotyping in advertising (350)
Little attention paid to violent masculinities (350)
Masculinities as opposed to masculinity (350)
Significant differences in the masculinities, but violence is gendered
male (350)
Movie industry key force in construction of masculinity (351)
Violent movie heroes came about in a time of "turmoil" for the working
class male (351)
Deep tensions among masculinities (351)
Physical attributes give men a concrete means of achieving and asserting
manhood (351)
Gender in advertising reaffirms the natural dissimilarity of males and
females (351)
Differentiating masculinity and femininity young males gain a sense of
illusory security and self respect (352)
Appeal of violence to men is coded into advertising (352)
Several themes in magazine advertising help support the equation of White
masculinity and violence (352)
The Angry, Aggressive, White Working-Class Male as an Anti-Authority
Figure (352)
Violence as Genetically Programmed Male Behavior (353)
Use of Military and Sports Symbolism to Enhance the Masculine
Identification and Appeal of Products (354)
The Association of Muscularity with Ideal Masculinity (356)
The Equation of Heroic Masculinity with Violent Masculinity (357)
Vision:
To develop a more sophisticated approach to understanding constructions
of masculinity (357)
Strategy:
Critically examine an array of places where violent masculinities are
propagated for example: comic books, toys, sports, comedy, videos, and
pornography (357)