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Monday, December 17, 2007

Jackson Katz. Advertising and the Construction of Violent White Masculinity.

1. -Violence is a huge problem in this country, but most analyses of this problem do
not include a discussion of class or gender. (349)
2. -Masculinity, similar to whiteness, is considered the “norm” and thus rarely
analyzed. (350)
-Masculinities refer to male experience, social roles, and identities. (350)
-In the late 70s and early 80s men faced their anxieties about the breakdown of
their privilege by identifying with large violent heroes in movies. (351)
-Especially for the working class, where physical labor is a way of life, violence
seems to be a good way to cement manliness. (351)
-The need to separate masculine and feminine is seen in advertising and serves to
lend males a feeling of security and well-being in their masculinity. (352)
-Rock and rap music play into this stereotype with violently angry stars
“rebelling” against society. (352)
-Magazine covers and articles about many of these artists (especially Eminem) serve
as advertisements for his CDs or products he is pushing. (353)
-Young consumers are told by the media how “savvy” they are compared to their
parents, so kids will think its cool to buy certain products. (535)
-Advertisements will also use historical images of masculine violence, which help
promote ideologies by claiming a historical precedent for male violence. (354)
-It is usually either Greco-Roman warriors, cowboys, or Scandinavian pirates in
battle who are the center of these ads. (354)
-The military and sports are two key symbols of violent masculinity. (355)
-Muscles are often the focus of male dialogue, according to one researcher this is
a result of male insecurity. (356)
3. -The problem of violence needs to be addressed through a more thorough study of
the construction of masculinity. (357)
4. -Things like comic books and pro wrestling, in addition to the areas already
discussed, can be looked at as examples of men being represented as basically
violent people. (357)

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