Mike Garcia. Jackson Katz. Advertising and the Construction of Violent White Masculinity. 349-357

Description:
-
The hegemonic construction of masculinity in our society normalize male violence (350)

Analysis:

- Violent behavior is considered masculine – as opposed to feminine (350)

- Ads help men develop muscular physiques (the weight training) – physical body =

potential for violence = manhood (351)

- Violence is justified as being genetically programmed male behavior – Trojan condoms

feature muscular warriors (354)

- Use of military symbolism – ads feature adrenaline filled outdoor adventures with text

like "leadership" "pride" "respect" (355)

- The relation of muscularity and masculinity – muscles are markers that separate men

from one another and especially from women (356)

Vision:

- The need to develop a sophisticated approach to understanding the cultural

constructions of masculinity (357)

Strategy:

- Need to examine other areas of where violent masculinities are formed and legitimated:

pornography and professional wrestling for example (357)