Gender Analysis of Wolverine Advertising and Masculinity

Introduction: Gender Binary in Media

Media presentations of gender nearly always cater to stereotypical depictions of either male or female. They seldom showcase individuals who do not prescribe to the gender binary, but rather exploit preconceived notions of what it means to be either wholly male or wholly female. Advertisements targeted at female audiences will usually portray symbols with traditionally feminine appeal, such as flowers or pastel colors in pink or light yellow. They endorse a highly feminine aspect of womanhood and encourage the consumer to buy into that definition of woman. Femininity is equated with being a woman, and unfeminine women are therefore considered other.

According to this same set of rules, males must prescribe to the stereotypes of masculinity — such as a lack of emotion, oneness with nature and manual labor, and authoritativeness above all things (Beckwith 130). It is this hyper-masculinity that is showcased in the image from the Wolverine advertisement.

Visual Imagery and Masculine Coding

In the image shown, a hard-worn man stands in the middle of nature. Everything about this picture is intended to create the impression of masculinity and rugged maleness. Starting with the man himself, the viewer is intended to understand him as a hyper-masculine figure (Lorber 11). He wears a plaid shirt, hiking boots, and practical, unadorned pants. His hair is cut short and he wears no facial hair. This is designed to show that he does not waste time worrying about his physical appearance.

The accessories he carries — namely a walking stick and backpack — are designed to assist with his outdoor trek. This type of man carries nothing that will not contribute to his survival on a dangerous hike through the mountains. The expression on his face is one of unconcern. Others might be wary of the forest, wild animals, or tough terrain, but this man is so thoroughly masculine that he is not even slightly concerned about what might befall him. As scholars of gender studies have noted, such imagery works to naturalize a narrow and idealized vision of manhood.

Conclusion

By portraying this man in the way that the advertisement does, the makers of the shoes, shirt, and pants for sale are giving an unstated message to their audience. If a man wants to be considered masculine to the same level as Carlos Gabriel, then he too must purchase these items. Although he may not have to go chasing mountain lions, by purchasing the same brand of clothing, the consumer makes a statement about his own level of masculinity. He can also "blaze a trail" and become a "wolverine" if he makes the right choices in his footwear and other clothing items.

Works Cited

Beckwith, Karen. "A Common Language of Gender." Politics and Gender. 1(1), 2005. 128–37.

"Gender Analysis." English Writing Communities and Identities. 8th ed. 43–71.

Lorber, Judith. "Believing is Seeing: Biology as Ideology." The Gendered Society Reader. Ed. Kimmel, Michael S., Aronson, Amy, and Kaler, Amy. Toronto, ON: Oxford UP, 2011. 11–18.