Search our blogs!

Saturday, November 3, 2007

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

· Advertising normalizes male violence (350)

· 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

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

· 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

No comments: