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Essays about gender portrayals in advertising
Essays about gender portrayals in advertising
Cultural construction of masculinity
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What is masculinity? What does it mean, exactly, to be a “real man”? To put simply, masculinity is a socially constructed notion. It specifies how a man should look and act like based on social expectations. Being conventionally masculine includes being muscular and physically strong, being brave and dominant, never expressing emotion. The typical man enjoys sports, cars, and beer. But what if a male does not embody these qualities or enjoy these things? Is he still considered a “man”? In this reflection, the many nuances of masculinity are analyzed. Jackson Katz’s take on masculinity, “Advertising and the Construction of Violent White Masculinity: From BMWs to Bud Light”, details how white males are portrayed in the media. Katz makes a …show more content…
Katz lists a number of examples in ads, and even seemingly harmless companies like Captain Morgan seemed to glorify violence, especially against women. I was familiar with a few of the other advertisements Katz described, and even recalled another ad not mentioned that I had seen before, which revolted me in the way it degraded women. It was for Calvin Klein’s Autumn/Winter 2010 campaign, and it illustrated a woman lying nearly naked on the ground while one shirtless man was looming over her and another was gripping her hair. A third man was also present, seemingly playing the role of the “look out guy”. The controversial image appeared to suggest gang rape and was pulled shortly after publication. In addition to advertisements, Katz also references Hollywood films. What do icons like Arnold …show more content…
Somehow, even though King was clearly a victim, the jurors interpreted it as King being “in total control” of the situation, a body threatening the police rather than a body being threatened. They saw the actions of the police as reasonable in an act of self-defense. This article can be linked to “Booty Call”, as the author touches upon racial profiling, which is what happened in the King case. Racial profiling is the “potential threat caused by African American men’s bodies” (Collins, 2004). This means that racial profiling acts in a racist “what if” scenario. This leads to the belief that if the police did not hurt King, maybe he would be hurting the public, as the black body is seen as “always already performing within white racist imagery” (Butler, 1993). This reminds me of the 2014 shooting of Michael Brown, in which a white police officer shot a young black man after he allegedly robbed a convenience
The topics that Joe Ehrmann uses as framework for his Building Men for Others program are quite intriguing and make you really question masculinity. The first topic, rejecting false masculinity, can be interpreted a few different ways. In the book, it states: “As young boys, we’re told to be men, or to act like men” soon followed with “we’ve got all these parents say ‘be a man’ to boys that have no concept of what that means. I completely agree with the statement of Joe Ehrmann and often question the definition of ‘being a man’. Many boys and men will reject the idea of a man being anything other than being big and strong or having power.
In Kimmel’s essay “’Bros Before Hos’: The Guy Code” he argues that the influence of society on masculinity is equal to or greater than biological influences on masculinity. In the essay, Kimmel uses various surveys and interviews to validate his argument. He points to peers, coaches, and family members as the people most likely to influence the development of a man’s masculinity. When a man has his manliness questioned, he immediately makes the decision never to say or do whatever caused him to be called a wimp, or unmanly. Kimmel’s argument is somewhat effective because the readers get firsthand accounts from the interviewees but the author does not provide any statistics to support his argument.
In the essay, “The High Cost of Manliness,” writer Robert Jensen discusses the harmful effects of having male specific characteristics, such as masculinity. Jensen realizes that men’s actions and ways of living are judged based upon the characteristic of being manly. He argues that there is no valid reason to have characteristics associated with being male. Society has created the notion that masculinity is the characteristic that defines males as males.
The concept of masculinity is considered as the qualities and characteristics of a man, typical what is appropriate to a man. In this article, A Community Psychology of Men and Masculinity: Historical and Conceptual Review, The author Eric S. Mankowski and Kenneth I. Maton, analyze four main themes: "Men as gendered beings, the privilege and damage of being a masculine man, men as a privileged group, and men’s power and subjective powerlessness. The second and fourth themes are described as
All over the world Masculinity has many different cultural definitions. Depending where someone is from, and what they were brought up to believe, defines what the term “masculinity” entails. Different Social institutions all over the United States, such as the military, sports, clubs, and fraternities, have been constructing their interpretation of masculinity. One major social institution that is active in thousands of Universities across the United States is campus fraternities. Campus fraternities create their own sense of masculinity by generating certain requirements and characteristics a man must hold in order to represent them as a part of their fraternity.
There a many definitions of masculinity and those definitions are heavily influenced by culture, environment, media, and the child’s parents. When young men start to reach their sexual maturity, they have to create their own definition of what it is to be a man. The idea of masculinity creates a lot of questions, because there is no resource that will give a young male the answer. Due to this, young males learn what it is to be a man from a grab bag of possibilities. Eventually, the young male will have accumulated traits, appearances, behavior, and so on that defines what it is to be a man. With a new sense of self, the young male transforms into his idea of masculinity. In the Maltase Flacon, masculinity is defined through the actions of Sam Spade whom demonstrates the masculine principals of making his achievement of alpha male status a top priority, aggressive behavior, avoiding being feminine, homophobic, and restriction of his emotions (Meek) through his interaction with several characters throughout the film.
King said “I realize I will always be the poster child for police brutality, but I can try to use that as a positive force for healing and restraint.” Even though it was 1991 when this incident took place and people thought we were past racism in America, it made us realize racism still exist in America in 1991 and even today. The overall theme of the story is don’t judge a book by it’s cover. In other words a police officer’s image is positive but their motive may not be
In one of our class discussions on hegemonic masculinity, we attempted to define a general list of characteristics or behaviors that one should have in order to attain this ideal. However, there was no consensus on these qualities. Frequently, the qualities that we would suggest would be those that were the opposite of qualities associated with women. For example, if we would categorize being emotional as a trait assigned to women, we would assign the trait of being impassive to men. This would also occur when we considered which behaviors would be considered masculine. While we assumed women would perform work inside of the house, we assigned men to work outside of the house, doing activities such as maintaining the yard or fixing the car. Most of, if not all of, the qualities and behaviors we assigned as being a part of hegemonic masculinity perpetuated the idea of gender inequality. When we assumed that those characteristics would be considered aspects of hegemonic masculinity, we restricted them to only being assigned to men because if a woman could possess those characteristics, it wouldn’t be considered a masculine aspect. This also explains how hegemonic masculinity can perpetuate
... E Glenn, and Nancy B Sherrod. The psychology of men and masculinity:Research status and future directions. New York: John Wiley and sons, 2001.
In the views of Micheal Kimmel “hegemonic masculinity” is a socially constructed process where men are pressured by social norms of masculine ideals to perform behaviors of a “true man” and its influence on young male’s growth. It is the ideology that being a man with power and expressing control over women is a dominant factor of being a biological male. The structure of masculinity was developed within the 18th to 19th century, as men who owned property and provided for his family with strength related work environments was the perfect example of being a generic “American man.” Kimmel introduces Marketplace Manhood and its relation to American men. He states, “Marketplace Masculinity describes the normative definition of American masculinity.
Germaine Greer, The author of the article, is a very is inflammatory writer who is known very well around the world for her feminism. She is most famous for her book The Female Eunuch, noted as a key text of the feminist movement in the '70s. Germaine Greer is a feminist, she wrote this article in order to create an alternative female out look on a male tendency, but also to show society what was wrong with their thought about masculinity and that it is determined by biology. In the book The Female Eunuch, the last chapter was called Masculinity. There were several but the three main essential attributes of masculinity, according to the minutes off their career are that they need to be extremely strong, they also need to be in control come and they have to always feel better than women.
Advertising in American culture has taken on the very interesting character of representing our culture as a whole. Take this Calvin Klein ad for example. It shows the sexualization of not only the Calvin Klein clothing, but the female gender overall. It displays the socially constructed body, or the ideal body for women and girls in America. Using celebrities in the upper class to sell clothing, this advertisement makes owning a product an indication of your class in the American class system. In addition to this, feminism, and how that impacts potential consumer’s perception of the product, is also implicated. Advertisements are powerful things that can convey specific messages without using words or printed text, and can be conveyed in the split-second that it takes to see the image. In this way, the public underestimates how much they are influenced by what they see on television, in magazines, or online.
In the essay “Beauty (Re)discovers the Male Body,” author and philosopher Susan Bordo discusses the history and current state of male representation in advertisements. While using her feminist background, Bordo compares and contrasts the aspects of how men and women are portrayed in the public eye. She claims that there has been a paradigm shift the media with the theory that not just women are being objectified in the public eye, but also men too. Since the mid-1970s, with the introduction of Calvin Klein commercials, men have started to become more dehumanized and regarded as sex symbols. In a similar fashion to how Bordo describes gender, race plays a similar role in the media. People of all different ethnicities and cultures are being categorized into an oversimplified and usually unfair image by the media over basic characteristics.
Masculinity and femininity are two terms, which have been interpreted differently throughout history. Both the males and the females have responsibilities and duties but these duties differ based on one’s gender. Gender has played a prodigious role in the economy, politics, and the society. Everyone starts making interpretations of the strengths and weaknesses based on one’s gender. These interpretations are not always based on his or her ability but is usually based on his or her gender. Males tend to be judged as extremely strong and unfashionable in terms of appearance. Whereas, females are judged as expensive and very fashionable. Males and females both differ in their abilities and their enjoyments. Fashion, entertainment, and strength are three topics, which are used to define masculinity and femininity in the 21st century.
With so much exposure to this type of media, it is easy to become desensitised to it. With America becoming numb to the violence in these advertising tactics, domestic violence is an increasing problem as brutality against women has become trivialized. Jean Kilbourne 's “‘Two Ways a Woman can get Hurt”: Advertising and Violence’ argues that violence in advertising profoundly affects people in a skewed physiological manner, leading to violence against women. Kilbourne insists that “...violent images contributes to the state of terror...” felt by women who feel victimized by men who “...objectify and are disconnected...” from the women they mistreat (431). She furthers her argument by dictating that “....turning a human being into…an object, is almost always the first step towards justifying violence against that person” (431). So much of the media that America consumes is centered on dehumanizing women into an object of male enjoyment. It is difficult to have empathy toward a material object. Because of this objectification, men feel less guilty when enacting brutality upon women. Violence becomes downplayed because it is seen everywhere - in advertising and media - and this has contributed significantly to the cases of domestic violence in America. America has become numb to violence against women in advertising, leading to an alarming increasing domestic violence in this