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Gender stereotypes masculinity and femininity
Gender stereotypes masculinity and femininity
Gender stereotypes masculinity and femininity
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When we talk about masculinity in America today we theorize that violence that happens more often than we like, from mass shootings or crime in general, including rape and murders in the real world and in the virtual thrill world of videogames and movies we find a parallel connection of masculinity as violent. Even though an overwhelming majority of violence is committed by men and boys we as americans rarely connect gender as a major key in violence. But when we lay out the plane lines about culture of violence were almost always hinting that it is a masculine trait that is a taught behavior. The modern society has conjured up the idea of the ideal man, that showing emotions is wrong but one must be charming, seeming smartish but more of an attitude of control showing that manhood has a hierarchy. Weakening the not so tough guy, society giving them labels to show they are outside of the gender binary.
In the video clip Tough Guise 2, masculinity is a pose to male identities because of how the media is portraying them as violent, tough, strong, independent, and aggressive. These characterization of masculinity can be harmful to male because of what they have to act like in order to be seen as masculine. For instance, violence is portrayed as a masculine factor for males in the media with guns, fighting, or crime related actions. So, when younger boys see violence in video games and social media, they are going to think that it is okay to imitate that behavior in order to be seen as masculine. This can impact young boys to start violent behaviors at a very young age and get involved with illegal crimes.
This paper is going to be analyzing the documentary, Tough Guise 2, in relation to the movie, Fight club. Tough Guise 2 presented by Jackson Katz, analyzes violence caused by men as he questions why men act as they do. Katz’s goal is to raise awareness of the avoidance of toxic masculinity by teaching what he believes a “real man” is perceived as. Fight Club directed by David Fincher, is an example of the ultimate toxic masculinity Tough Guise 2 argues against. Both the movie and the documentary discuss how a man's influences, the importance of fitting in, and mental state play a role in violence.
Multiple other places exist where young men learn these behaviors, such as community, school, and in their family; however, Katz argues that one of the most powerful influences is the country’s pervasive media. For example, as movies have progressed, men have grown larger as women grow smaller. Movies such as Rocky, Rambo, and even the Godfather show men as inherently violent, strong, and emotionally underdeveloped, and this becomes the ideal image for boys just as the beautiful, nurturing, thin woman becomes the ideal for girls. Similar to Sapolsky, Katz believes that in order to lessen violence, our society needs to show honest and diverse representations of males rather than blaming
In today’s society, the traditional differences between genders are constantly reinforced. The male figure is usually characterized as the strong, successful, dominant gender. When advertisements create a target message for men, they exploit the male ego. This means that men are thought provoked to look or be
Although it’s women who have always been targeted, the race in which advertisers focused on has changed. In order to attract
Can advertisements really cause violence in people’s lives? Jean Kilbourne’s “Two ways a Woman Can Get Hurt: Advertising and Violence” talks about how advertising and violence against women can cause women to be seen as objects. The author discusses how pornography has developed and is now part of social media, which glorifies its violence that permeates society encourages men to act towards women without respect. Kilbourne uses logical and emotional appeals as well as ethical arguments to effectively convince readers to ignore specific advertising techniques. Jean Kilbourne author has spent most of her professional life teaching and lecturing about the world of advertising.
Over time, the thought patterns of many individuals mould to believe only one perception of what is morally acceptable— a perception that is completely faulty. The ideology of the male body and demeanor is only one of the many societal norms constructed by the media, and it alone can result in mental health fatalities, mass violence, or the mere elimination of self-identity whilst attempting to meet the ever-changing ideals of masculinity. The continuous and stereotypical depiction of masculinity in the media has idealized invulnerability, toughness and physical strength as the sole qualities of a ‘true man’. As a result, the complexity of masculinity is flattened, and immense pressures are placed on individuals to meet requirements that are entirely faulty. According to Katz, cultures, topics, and even genders are not one-dimensional; in order to fully comprehend the meaning the entirety of something, one must look at more than its representation in the media.
Men’s Health magazine is marketed as a monthly publication which seeks to enhance the male reader’s health and lifestyle. Upon viewing the cover of Men’s Health on a magazine stand you will commonly notice a man with rippling muscles and captions highlighting themes of sex and strength. After examining my chosen advertisement and the magazine itself, I discovered Men’s Health promotes an idealized view of masculinity to its target audience, adolescent to adult males (18-50 years old). By associating Jockey with a consumer’s desire for sexual confidence and masculinity, the advertisers motivate a person to buy this product.
After watching the film killing us softly: Advertising image of Women, I have learned several things about women’s image in our society. In the film, it was shown how advertising is a powerful force of socialization. The ads shown in TV’s sell cultural norms. In the movie, it was shown how women in our society are usually defined as a sex object. They can be part of the advertisement only if they look slim and sexy, whereas there are no restrictions for men.
In the year 1996, Conagra Brands Inc released an advertisement in the United States for their beef jerky brand Slim Jims, with famous World Wrestling Entertainment celebrity Randy Savage, more commonly named Macho Man to endorse their product. The advertisement is over the top, silly and made to garner a few laughs from its target audience of mostly kids and teens to get them to buy Slim Jims to brighten up their day with excitement. The Macho Man Randy Savage Slim Jim commercial supported its sales pitch by using cause and effect to describe eating Slim Jims, a bandwagon effect by using the celebrity Randy Savage, and the overall chaotic and enthusiastic tone in the ad to support its products message, resulting in an effective ad. Because of this the Slim Jim Macho Man advertisements became a staple of the food brand and helped Macho Man Randy Savage rise in popularity as he returned to star in other Slim Jim Commercials and most would follow in this advertisements footsteps.
There is a lot of pressure on men in society to be manly; however, what exactly does it mean to be manly? Though many people have different opinions, a lot of them conclude that a man has to be strong and somewhat emotionless to be considered a man. This assumption can lead to Toxic Masculinity, which is “A false idea that men are expected to be as manly as possible” (The Hard, Adrenaline-Soaked Truth About 'Toxic Masculinity, 2017). Men are forced to face these assumptions not only from those around him, but also from people he might see in Media. Media reinforces Toxic Masculinity which in turn causes men to belittle women.
Toxic Masculinity is the root of men’s oppression, and it requires our attention to be adequately addressed. This is because in the United States we teach boys that demeaning women make them more valuable to society. The idea is that women are only around to give men pleasure and to be seen as objects. In the documentary, we are also told by Joe Ehrmann that in addition to demeaning women we are taught that we need to strive for money and positions of power to obtain money with the help of media and film perpetuating the idea. He also added that if that we look at what society is telling boys, they will lose what is truly important in life.
“Advertising contributes to people’s attitudes about gender, sex, and violence,” states Jean Kilbourne in her article, Two Ways a Woman Can Get Hurt With advertising agencies standing by the notion that “Sex Sells” it isn’t uncommon to find sex tied into a number of advertisements seen everywhere on a daily basis. “Sex in advertising is pornographic because it dehumanizes and objectifies people, especially women …” (Kilbourne, 271). The objectification of women in our society is more prevalent than many would like to believe. Women being portrayed as passive, easy, innocent, needy, submissive and dependent beings create an understanding that women are less human than men.
GENDER & ITS ROLE IN ADVERTISING Nowadays, in society, the role of male and female have changed dramatically, as opposed to the prominent roles in history. Today women are changing to break out of the mold that which our society has placed her in. This is cannot be when it comes to role representation in the different advertisements. Nowadays different organization from medium to large are spending millions of dollars on developing their marketing strategies. They spent countless hours to study their target audience to study them so that they can attract them a better way to their competitors.
