Duffy. "Advertising and the Construction of Violent White Masculinities"

Clare Duffy
October 12, 2007
WGS 220 Section 05
Katz. “Advertising and the Construction of Violent White Masculinity: From Eminem to Clinique for Men.” p349-358

Description:
· Advertising normalizes male violence (350)

Analysis:
· Violent behavior considered masculine (350)
· Movie industry produces violent male icons (351)
o Introduced due to economic instability in late 70’s and women’s movement challenging male dominance (351)
o Presents a “glamorized form of violent masculinity” (357)
· Aggressive attitudes translates to sexy in males (351)
· Gender restrictions decreasing in 21st century (351)
o Must present males differently from women (351)
§ Equate masculinity with power, control, violence (352)
§ Images of violence against women supposed to increase self-respect (352)
· Common male themes in magazine advertising (352)
o Muscles=masculine
§ Ads offering products which will enhance muscles in male magazines (356)
o Military and sports
§ Target adolescent boys (355)
o Violence needed for heroics
· Violent masculinity viewed as “cool” (353)
· Male athletes used to sell products associated with females (356)
o Athletes automatically deemed masculine so should be able to sell product

Vision:
· Eliminate the violent male ideology from mainstream culture (implied)
· Develop sophisticated approach to understanding cultural construction of masculinity (357)

Strategy:
· Study social construction of gender (357)
· Examine male violence in our society (357)
o Include comic books, toys, sports, pro wrestling, comedy, music videos, pornography, interactive video