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Marketing Masculinity: Gender Identity and Popular Magazines
Vigorito, Anthony J. & Timothy J. Curry." (Jul 1998). "Marketing masculinity: gender identity and popular magazines."
Sex Roles: A Journal of Research. Retrieved 10 Dec 2007 at http://findarticles.com/p/articles/mi_m2294/is_n1-2_v39/ai
The purpose of the article "Marketing masculinity: gender identity and popular magazines" by Anthony J. Vigorito, http://findarticles.com/p/search?tb=art&qt=%22Timothy+J.+Curry%22" Timothy J. Curry from the peer-reviewed journal
Sex Roles: A Journal of Research is to quantify the extent to which hegemonic representations of masculinity are encapsulated in popular magazines directed at a particular readership. The authors deem the subject of their study pertinent because of the profound influence media representations have in identity definition, particularly for young people. To better understand the influence of the media on gender role stereotyping and identity creation, and to address the lack of attention paid in previous research to representations of masculinity, the authors created a study examining representations of male class, age, sex, and marital status in popular magazines and how these variables were related to the target gender readership of those magazines.
The authors used two dependent variables. The first dependent variable was the percentage of men depicted in occupational roles as indicators of hegemonic masculinity while the second was the percentage of men depicted in parental or spouse/partner roles, that is, non-hegemonic form of masculinity. They hypothesized that magazines targeting male readers, particularly unmarried male readers would be more apt to display hegemonic male images, while the reverse would be true with magazines targeted at women or not targeted at a specifically male readership. Magazines with a target readership of a higher socioeconomic status would be even more apt to show males in hegemonic, occupational roles, as this would be status-confirming.
The researchers" findings were confirmed, specifically that popular magazines directed at male audiences affirmed hegemonic, notions of masculinity, thus male readers tend to come away from male-marketed magazines with their traditional images of identity confirmed, while female readers see a less hegemonic male images in women's magazines. This highlights how the media serves to affirm traditional identities for men, and also create communication barriers between the genders, as women receive different images in magazines aimed at a female readership.
Berger, Butler, and Waring provide unique and distinct perspectives on gender, sex, and power. Feminism is almost by definition a study of power and inequality, given the prevalence and pervasiveness of patriarchy worldwide. To dismantle patriarchy, it is first necessary to recognize and articulate its many manifestations. Berger’s analysis of the visual arts touches on the concept of the male gaze, central to the perpetuation of patriarchy. The male gaze
The four illustrations from the earliest decades of the twentieth century illustrate the importance of fashion in the formation of identity just as much as Twiggy's outfit does, and in fact are possibly even more telling given their distance from current styles. Regardless of what people of the time though regarding the sexuality of certain of these gown, all of them give the female figure an incredibly sculpted look, whether
Oppression of Class And Gender Class and gender are two separate but related concepts in the sociological analysis and understanding of inequality and oppression in society. A definition of class is "A group of individuals ranked together as possessing common characteristics; as, the different classes of society; the educated class; the lower classes." (Definition of class) According to the sociologist Max Weber class is defined in relation to the way that goods
This view is evident in this earlier advertisement for United Airlines; which uses the female stereotypes of nature to convey its message of care and stability. Source: (http://chnm.gmu.edu/cabinandcrew/evidence/advertisements.html) The following advertisement from a magazine cover from the 1940's also strongly suggests female stereotypes associated with food and family. Note as well the title of the magazine - Everywoman - which suggests a stereotypical ideal that women should strive for. Source: http://www.cyber-heritage.co.uk/ww2women/jun43.jpg Many contemporary
Popular culture defines what is desired by any given sociological group based on pressure by peers. Every moment of the day, we are saturated by culture. When we turn on the television, not only are we watching the programs but we are inundated by advertisers trying to convince the viewer that there is some new product that needs to be purchased or a new movie that needs to be seen
He was unworthy, because he had in effect become both a woman and a prostitute. If as an adult he nevertheless went ahead and exercised his citizenship by casting his vote or speaking in the assembly, he could be put on trial and lose not only his citizenship but also his life. Such charges may not have been brought very often, but it did sometimes happen,(18) and the very