...Abstract: This study attempts to investigate the representation of masculinity in the printed advertisement of Mens Biore Double Scrub. All phenomena in the advertisement are described. To present more analytical description, the signs found in the advertisement are analyzed based on Barthes’ orders of signification. Besides that, this study also employs Kress and Van Leeuwen’s method of reading images and intertextual analysis in order to obtain more comprehensive analysis. The result of this study shows that Mens Biore Double Scrub advertisement represents two different concepts of masculinity. The first one is the traditional concept of masculinity. The second one is the new concept of masculinity offered by the advertisement. Generally, words that are used to represent both concepts of masculinity are power, confidence, aggressiveness, competition, challenge, and bravery. The connotative signified success, financial independence, and physical attractiveness are emphasized to change the concept of traditional masculinity to be in line with the company’s need. Keywords: advertisement, semiotics, masculinity Abstrak: Penelitian ini berupaya untuk menganalisa representasi maskulinitas dalam iklan cetak Mens Biore Double Scrub. Seluruh fenomena dalam iklan tersebut dideskripsikan. Untuk menyajikan deskripsi yang analitis, tanda-tanda yang ditemukan dalam iklan tersebut dianalisa berdasarkan gagasan orders of signification milik Barthes. Selain itu, penelitian ini juga menerapkan...
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...Gender Differences in Perception of Masculinity in Men’s Crying I. INTRODUCTION Masculinity means being inexpressive and unemotional. Men are not expected to cry, to be sad or to be vulnerable (Forisha, 1978). According to the traditional stereotype being masculine means being assertive, being interested in things, rather than people, being analytical and manipulative, and being able to “get things done” (Forisha, 1978) Femininity and masculinity or one's gender identity refers to the degree to which persons see themselves as masculine given what it means to be a man or woman in society. (Burke, Stets and Pirog-Good 1988; Spence 1985) A person with a more masculine identity should act more masculine, that is, engage in behaviors whose meanings are more masculine such as behaving in a more dominant, competitive, and autonomous manner (Ashmore, Del Boca, and Wohlers 1986). Men are more likely than women to feel ashamed of crying. There are variations in degree, but this indicates that social norms restricting male crying may be pretty much universal. Male crying being generally discouraged from an early age, while female crying is accepted or even rewarded (Fox, 2004). Men cry less frequently and intensely than women, and this sex difference is especially marked for crying in response to anger. (Santiago-Menez & Campbelle, February, 2013) The history of men crying, men have always cried. Yet the acceptability of male crying has varied across...
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...Bibliography: A comprehensive bibliography of writing on men, masculinities, gender, and sexualities, compiled by Michael Flood. 19th edition, 2008. Home URL: http://mensbiblio.xyonline.net/) a) Men and Language Note: Works on boys, literacy and language in education are listed under "Growing up Male" above. Coates, Jennifer. (2003). Men Talk: Stories in the making of masculinities. Malden, MA: Blackwell Publishers. 1. ‘We was Playing Naked Football the Other Night’: Introduction. 2. ‘Good Story!’: The Formal Characteristics of Male Narrative. 3. ‘So I Thought ‘Bollocks to it’: Men, Stories and Masculinities. 4. ‘Bad as My Mate’: Stories in Sequence. 5. ‘She’d Made Sardines in Aspic’: Women’s Stories, Men’s Stories and the Construction of Gender. 6. ‘I’m Quite Good at Mexican Food’: Men’s Narratives in Mixed Conversation. 7. ‘Still in Shock Weren’t You Darling’: Masculinity and the Heterosexual Couple. 8. ‘There are Problems’: Men’s Talk and Contemporary Masculinities. Cowburn, Malcolm. (2004). Men, masculinities and what men do: the relationship of critique and change (invited review essay). Sexualities, 7, 4 497-501. Edley, N. (2001a). Analysing masculinity: Interpretative repertoires, ideological dilemmas and subject positions. In M. Wetherell, S. Taylor & S. Yates. (eds.), Discourse as data: a guide for analysis (pp. 189-229). London: Sage Publications. Edley, N. (2001b). I. Conversation analysis, discursive psychology and the study of ideology: A response...
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...MASCULINITY: CRITICAL ANALYSIS OF A VISUAL ARTIFACT Visual Culture Essay 2 Module 2 Wessel Viljoen 090029 Genieve Eloff Thursday 14h00 Word Count = 860 TABLE OF CONTENT Pages LIST OF FIGURES…………….....……………………………………………iii 1. INTRODUCTION………………………………………………………………..1 1.1 What is Musculinism…………………………..………………………..1 1.2 Branded Masculinity…………………………………………………….1 2. MASCULINISM AND ADVERTISING………………………………………...2 3. CONCLUSION…………………………………………………………………..3 4. BIBLIOGRAPHY………………………………………………………………...4 LIST OF FIGURES Page Fig 1 Old Spice, The Man Your Man Could Smell Like, 2010. ………………….2 INTRODUCTION 1.1 What is masculinism? Masculinity is a word that describes an idea generated by the media of what it entails to be a man. According to Cohen(2001:5) “a gender is formed by shared beliefs or models of gender that majority of society accepts as appropriate”. Gender ideals are socially constructed in specific historical and cultural context and changes over time and location. As identified by Brannon (1976) being a hegemonic masculine male entails four main themes: (i) No Sissy Stuff: men must never resemble women or display stereotypical characteristics of a woman. Kimmel (2001:35) suggests that “Homophobia is a centralised principle of our cultural definition of manhood.” (ii) The Big Wheel: the ability of real men to obtain wealth, fame, success and status. Typically determined by occupation. (iii) The Sturdy Oak: manliness...
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...within the field of gender and entrepreneurship research. Design/methodology/approach – The authors adopt a feminist perspective and analyse the different framings of identity within gender and entrepreneurship literature and their contributions to our understandings of the concepts of both power and gendered identities. Findings – The paper finds that power and identity are configured in different contexts in ways that open arenas for future analysis. Originality/value – The paper highlights the importance of considering masculinities within gender and entrepreneurship research offering support for further analyses of entrepreneurial masculinities by examining two studies that expose entrepreneurial masculinities as shifting subjectivities influenced by men’s social power, but also by interactions between men and women and broader cultural contexts and transitions. In so doing, it contributes to the research agenda in relation to gender and entrepreneurship in different contexts. Keywords Gender, Entrepreneurialism, Women entrepreneurs, Masculinities, Identity, Power, Research work, Feminism Paper type Research paper...
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...dos Homens!. Marko Monteiro explores the changing ways masculinity was represented in the pages of Ete Eta during the years of 1969 through 1972 to propose an understanding of the "new" man in Brazil. I believe that, based on materials from this time frame, a discussion about masculinity can be conceptualized in relation to some [social and historical] perti~ nent events which came about with the appearance of an "other" in traditional gender relations ... starting in the 60s, with the growing visibility and legitimation of discourses challenging machismo, the masculine lost its privileged position as universal subject of discourse. (P. 50) According to Monteiro, during the 1960s and 1970s, with the worldwide proliferation of emancipation and counterculture movements, there was a major break with the traditional representations of the masculine in Brazil. Influenced by U.S. feminist, gay power, and other social movements of the 1960s, men-who before had always been the unmarked. universal subject of discourse-in a short period, became the object ofcritique and discourse. By establishing a connection between the works ofpoststructuralist and feminist thinkers, such as Michel Foucault, Joan Scott. Sonia Alvarez, Eni Orlandi, and others, Monteiro argues that the challenges raised by feminists and gays caused a displacement in the representation of the masculine and shaped a new discourse about men and masculinity. Masculinity could no longer be thought ofas an essential....
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...Masculinity; Not Something for the Average Joe Take one look at a male biker, bodybuilder, or surfer and see if you can’t avoid at least some feeling of intimidation. Most people, men in particular, cannot overcome this challenge. The majority of men, despite what they may say, can’t help but to develop a sense of discomfort when put in the presence of these distinct figures. But what gives these iconic men such an intimidation factor? Is it a physical characteristic such as huge biceps or an abundance of tattoos? Or could it be an inner quality like the carefree, rebellious mindset shared by these men? Perhaps the source lies beyond internal and external traits. Maybe we shouldn’t be so interested in these people, but rather the surrounding components that define them as bikers, bodybuilders, and surfers. These can be identified as the motorcycles, surfboards, dumbbells, and accessories that make these men who they are. It is through these machines that an overwhelming amount of masculinity can be depicted as the result of superhuman performances and accomplishments caught on camera, leaving other men questioning their manliness and inspiring a desire to achieve such a level of masculinity. The W170 Bodies in Motion: Surfers, Bikers, and Bodybuilders Photo Archive contains numerous pictures that give a closer look at these groups. One of these photos features a group of about eighteen bikers standing around their motorcycles, unaware of the picture being taken. By including...
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...gender (Van den Bulck, Van Hellemont 623). Gender roles are defined as the behavioural patterns indicating to others you are a male or a female. In other word, this is also linked to masculinity and femininity. In North America, advertising labels masculinity with traits such as dominance, assertiveness and independence. In contrast, we have femininity in which advertising labels as passive, beautiful and co-dependant. These two images advertisers try to paint normalize the stereotypes of different gender roles. Different companies use different strategies to sell products and encourage consumers to part with their hard earned money. Advertising reinforces particular gender norms. Through an analysis of a case study of anti-aging cream aimed towards women, this paper will argue that all advertising fundamentally plays on dominant ideologies to make people believe that in order to be “normal” or “successful”, they must buy product X. In particular, it will focus on how dominant norms surrounding masculinity and femininity are encouraged. These norms suggest what is considered an acceptable male and female appearance. It will also focus in particular on gender norms which female attractiveness is above all else, while men are valued for their other characteristics. The following case study is on the analysis of women and the use anti-aging products. Growing old is a way of life, but for women in modern society it is a grim reality, the aging process cannot be stopped, but thanks to anti-aging...
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...(portrayal of gender and masculinity) This essay examines the visual representations of working-class masculinity portrayed in Stephen Daldry‟s stage musical adaptation of the film Billy Elliot (2000). After a brief discussion of the portrayal of the male ballet dancer in the dancing scene since the 1990s and the inherent voyeuristic inclinations of contemporary audiences, the analysis will focus on five aspects of male presence in Billy Elliot the Musical (2005). The dynamics of working-class masculinity will be contextualised within the framework of the family, the older female, the community, the self and the act of dancing itself. These aspects will be referenced using reviews of the musical version of the work and articles written on the film of Billy Elliot. However, have today‟s audiences conditioned their gendered gaze to allow for the male ballet dancer to dominate the contemporary stage? Or do we still control our social perceptions and cultural associations with out-of-date images of the past? Have popular perceptions about the male ballet dancer changed? Is there a birth of a new male dancer phenomenon? However, have today‟s audiences conditioned their gendered gaze to allow for the male ballet dancer to dominate the contemporary stage? Or do we still control our social perceptions and cultural associations with out-of-date images of the past? Have popular perceptions about the male ballet dancer changed? Is there a birth of a new male dancer phenomenon?Even...
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...Consequences of the Criminal Justice Pipeline on Black and Latino Masculinity. The ANNALS of the American Academy of Political and Social Science 623: 150. DOI: 10.1177/0002716208330489 Masculinity, Crime, and Crime Control Individuals shape their behavior according to gendered expectations and are subject to a system of accountability that is gendered, raced, and classed (Fenstemaker and West 2002; West and Fenstemaker 1995). Youth of color are inculcated into a set of hypermasculine expectations that often lead them to behaviors that conflict with the structures of dominant institutions. For example, Ferguson (2000) demonstrated that schools participate in the making of black masculinity in children as young as ten years old. Masculinity-making is heavily responsible for the deviance and punishment that takes place in the classroom and later in the criminal justice system. To be assigned “real man” status by relevant others and institutions, young men must pass multiple litmus tests among peers, family, and other institutions. These masculinity tests, or codes, were identified by sociologists as early as the 1920s. In 1924, Edwin Sutherland discussed how boys are taught to be rough and tough, rendering them more likely than girls to become delinquent (cited in Sutherland and Cressey 1955). In 1947, Parsons noted that at the very core of American adolescence an aggressive masculinity is at play: Western men are peculiarly susceptible to the appeal...
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...Sex Roles: A Journal of Research, May 1997 v36 n9-10 p551(22) Advertising's effects on men's gender role attitudes. Jennifer Garst; Galen V. Bodenhausen. Author's Abstract: COPYRIGHT 1997 Plenum Publishing Corporation We posited that media images of men influence the gender role attitudes that men express soon after exposure to the images. A total of 212 men (87% European American, 7% Asian or Asian American, 3% African American, and 3% other) viewed magazine advertisements containing images of men that varied in terms of how traditionally masculine vs. androgynous they were and whether the models were the same age or much older than the viewers. Men who had initially been less traditional espoused more traditional attitudes than any other group after exposure to traditionally masculine models, although they continued to endorse relatively nontraditional views after exposure to androgynous models. These findings suggest that nontraditional men's gender role attitudes may be rather unstable and susceptible to momentary influences such as those found in advertising. Full Text: COPYRIGHT 1997 Plenum Publishing Corporation In the average American household, the television is turned "on" for almost seven hours each day, and the typical adult or child watches two to three hours of television per day. It is estimated that the average child sees 360,000 advertisements by the age of eighteen (Harris, 1989). Due to this extensive exposure to mass media depictions, the media's influence...
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...Comparisson of Masculinity and the Psychoanalytic theories using the example of the Fight Club. Introduction. Fight club is an interesting film to be reflected through psychoanalytic and masculinity theories. In this essay I will attempt to present the number of elements of narrative that can be explained by these theories. I intend to use citations from Marc A. Price's essay The Fight for Self: The Language of the Unconscious in Fight club regarding psychoanalytical concepts such as ego, super-ego and the id as well as Lynn M. Ta's dissertation Hurt So Good: Fight Club, Masculine Violence, and the Crisis of Capitalism (regarding masulinity in the film), as these works were the main sources of my research. Then I'll try to come to the conclusion on which of two theories have more strength at being applied to films (primarily Fight Club). Application of theories and analysis. The connection that we shall draw between psychoanalytic theory and the film Fight Club is simple and is this; the narrator is a representation of the ego, for Tyler Durden we can substitute the id. In the Freudian psychic model the ego is the civilized part of consciousness. The ego is that part of the psychic apparatus that is modified so that a being can interact safely with other beings and thus remain accepted within the social group. It is important for identity formation that the individual is accepted by the group (that is wider society) therefore, a controlled id is...
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...Gender Roles and Responsibilities Portrayed in the Media Ivy Tech Community College Ashley Stires Professor Jessen February 12, 2014 * Topic came from Chapter 15 on Media ethics in advertising and how businesses use advertising to attract certain groups of consumers. Thesis When you think of the picture perfect family, what comes to mind? Is it a mother and father where the father works and the wife stays home that the media portrays? Or is it the realistic family that either both parents work hard for an income or the mother is taking on more the aspects of being the provider and the father is the housewife. Even though times have changed and women are starting to be the bread winners and responsibilities for men and women are flip flopping. Then why does the media still portray this perfect housewife image that the mother stays home, cooks, cleans, and takes care of the kids. Or the father is works twenty-four seven and when he is not working he at the gym or doing “manly” things like working on a car and getting all dirty. The media is presenting an image of our lifestyles that each male and female are supposed to live up to throughout their daily lives. Not just appearance, it is everyday responsibilities that have been genderized, as to who is supposed to do the yard work, or cook, or even clean. Commercials and paper advertisements, especially cleaning and food advertisements, are using stereotypical images to portray specific gender roles and responsibilities...
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...Sociological Ad Analysis Submitted For SOCI 1005A Instructor: Priscillia Lefebvre 101015189 This advertisement created by Old Spice Body Wash was an interesting way to not only market their product but it was also comical and entertaining to their audience in such a way that it will not be forgotten by the viewers, thus making it quite popular around the world. In this short to the point ad, it has the audience engaged right off the bat with superstar NFL football player Isaiah Mustafa shirtless showcasing his desirable muscular physique and speaking in a deep projected masculine voice directly telling the audience with full eye-contact that he’s “The man your man could smell like.” In a span of 30 seconds, the Old Spice Guy was able to gain popularity and also spread awareness all around the globe about the product that was being advertised. There are many reasons as to why this ad has gained so much popularity in recent years, and it’s not hard to see why. It is a very short ad that gets straight to the point and is rather easy to share and spread around the world. Another thing that the creators did well was the emphasis on humour. Generally, when we see an ad while watching T.V. and find it hysterical and humorous, we will proceed to search it online to view it and show it to friends and family. The main issues in this ad is the gender stereotypes that is easily noticeable, such as the idea that women like a masculine good looking male...
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...meaning-making that are not immediately obvious. The objective is to critically illuminate one aspect of the cultural production of the car as a masculine technology. Keywords: cars, gender, pleasure This paper suggests a way in which to think about the cultural construction of the car as a masculine technology. Interpreting representations in motoring magazines, it traces a “gendered economy of pleasure” that organises the symbolical meanings of relationships between humans and cars. The objective is to contribute a critical perspective on cultural meaning-making to the feminist interrogation of the co-production of gender and technology. The symbolical association of cars Science Studies, Vol. 19(2006) No.2, 31–53 with men and masculinity is a cultural phenomenon in conflict with everyday experience. Women and men all over the world drive, buy, take care of and love cars. Women and men in cars violate laws and social norms, they speed, drive drunk and get road rage. In spite of this, the car continues...
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