!["Boys will be boys"
What does this saying mean to you?
Traditionally, the process of male socialization has encouraged boys to be
aggressive, strong and powerful. When faced with aggressive or violent acts,
attitudes such as "Boys will be boys" are one way that male violence is condoned
and encouraged by society.)
One place where this "Boys will be boys" attitude seems to be constantly
reinforced is in the media. Although studies have not conclusively proven that
media violence is linked to real-life violence, experts agree that constant exposure
to violent acts committed by males in the media normalizes male violence, making
it appear to be a part of our real-life culture. [what audience theory relates to this?]
What examples of violence from movies, sports, videogames, rock videos and
television can you think of?
Are the perpetrators male?
Violence and masculinity](https://image.slidesharecdn.com/ms1representationresponsemaculinityandmeninthemedia-180718145539/85/Ms1-representation-amp-response-maculinity-and-men-in-the-media-11-320.jpg)
![One media influence that is often left out when discussing violence in the media is
advertising. Yet many ads use violence to sell products. Just open up any magazine that is
geared to teenage boys and you will be bombarded with advertisements that encourage
aggression or violence.
What ways can you think of that advertisers use violence to sell products to
Men?
e.g. the use of aggressive athletes or super heroes in threatening poses; ads that encourage
physical violence or "attitude" [videogame advertisements often use this method]; or ads that
prey on men‘s insecurities in not being big, strong or tough enough.)
Five advertising themes or archetypes that use and encourage male violence are:
1. Attitude is Everything
2. The Cave Man Mentality
3. The New Warriors
4. Muscles and the "Ideal Man"
5. Heroic Masculinity
Violence, masculinity and advertising](https://image.slidesharecdn.com/ms1representationresponsemaculinityandmeninthemedia-180718145539/85/Ms1-representation-amp-response-maculinity-and-men-in-the-media-12-320.jpg)
Ms1 representation & response maculinity and men in the media
- 1. << AS Media Studies >> MS1 Representation & Response: Men in The Media
- 2. Men in the media Further reading: Men and Masculinity http://www.media-awareness.ca/english/issues/stereotyping/men_and_masculinity/index.cfm) http://documentarylovers.net/jackson-katz-tough-guise/ Tough Guise is a video that examines the relationship between pop-cultural imagery and the social construction of masculine identities at the dawn of the 21st century. In this innovative and wide-ranging analysis, Jackson Katz argues that widespread violence in American society, including the tragic school shootings, needs to be understood as part of an ongoing crisis in masculinity. Complete the question sheet as you watch.
- 4. Men in the media As we have seen in studying women’s representation in the media, men are stereotypically represented differently. Central to this representation is ‘power’ • Men have more significant/leading roles and ‘narrative agency’ than women • They are more likely to be portrayed in positions of power/domination • Strength, independence, power and resilience are valued as male traits.
- 5. How is masculinity (manliness) represented on this cover? Strength – fitness, power, assertiveness NVC – confident, moody, Composition – image size - dominates cover Language – assertive, imperatives, caps = loud Rational/unemotional B/W image – scientific no-nonsense language Scientific-ish language informalised ‘cardio’ Sex – Heterosexual, success = more sex! B/W image – stylish, but not too sexualised (‘gay’), emphasises definition Pic of women – mouth open, suggestive Aspirational pic of successful actor
- 6. https://www.youtube.com/watch?v=4xD0junWlFc How is masculinity (manliness) represented in this trailer/poster? Poster Visual Codes NVC: Men smiling at the camera, facing ‘square on’ = direct/confident, in control. (Only female is sideways) Characters: Mostly men with large, muscular physiques and actors known for action genre/hero roles Colour: Blues/Blacks = stereotypically ‘male colours Iconography: Military/espionage costumes and props (weapons, bullet proof vests, aviator sunglasses) = conflict, war, explosions, aggression violence. Smoking cigar = status/rebel Typography: Bold/CAPS = power (‘loud’) Language Strapline: ‘New (badass) Attitude’ = control, no- nonsense, ‘Mission’ = (military/conflict)
- 7. https://www.youtube.com/watch?v=4xD0junWlFc How is masculinity (manliness) represented in this trailer/poster? Trailer Technical Codes Camera: Framing - Extreme Long shots show size and scale of action, Extreme Close ups for ‘intense’ detail, Angle eye level or below of characters = power Editing: Fast paced = dynamic high energy – action Sound: Loud/bombastic – Rap/Rock soundtrack with sudden loud ‘stabs’ of noise very percussive = action. Edits synced with sound for extra impact. Visual Codes Iconography of action genre: Explosions, weapons, stunts. Mostly male characters, female character being watched by males (male gaze) Language Quote: “How hard is it to kill ten people?” – condones/normalises violent behaviour
- 8. https://www.youtube.com/watch?v=iszwuX1AK6A How is masculinity represented in this poster/trailer? Poster: Visual Codes Framing Centralised, Medium Long Shot (MLS) of Male protagonist calm in foreground amidst chaotic blurred background = control Mise En Scene: Costume – Men in suits – power/status, women in revealing outfits, sexualised Language Title ‘Wolf’ – Predatory, dangerous
- 9. https://www.youtube.com/watch?v=iszwuX1AK6A How is masculinity represented in this poster/trailer? Trailer Technical Codes Camera: Framing - Extreme Long shots show size and scale of action, Extreme Close ups for ‘intense’ detail, Angle eye level or below of characters = power Editing: Fast paced = dynamic high energy – action Sound: Loud/bombastic – Rap/Rock soundtrack with sudden loud ‘stabs’ of noise very percussive = action. Voiceover = Male narrator/protagonist ‘in control’. Edits synced with sound for extra impact. Narrative: Quick shots of violence/weapons/fighting/parties = enigma codes, anti-social behaviour Visual Codes Iconography of wealth and power: Suits, fast cars, boats tall buildings, luxury items Language Quote: “You have my money taped to your boobs, technically you do work for me?” – Male character asserting power over objectified female.
- 10. What percentage of violent crime is committed by males? The actual figure is close to 90%. Does this figure surprise you? When we look at violence in society, we tend to think of women as victims and men as perpetrators. What percentage of males are victims of violence? (Nearly 70% of the victims of violent crime are male.) Why isn't more violent crime committed by females? Analysts believe that it is because traditionally, society hasn't condoned or reinforced female violent behaviour in the same manner as it has for male violence. The fact is that violent behaviour is typically labelled as "male." This doesn't mean that all men are violent, but it does mean that violent behaviour is associated with masculinity. © 2002 Media Awareness Network Violence and masculinity
- 11. "Boys will be boys" What does this saying mean to you? Traditionally, the process of male socialization has encouraged boys to be aggressive, strong and powerful. When faced with aggressive or violent acts, attitudes such as "Boys will be boys" are one way that male violence is condoned and encouraged by society.) One place where this "Boys will be boys" attitude seems to be constantly reinforced is in the media. Although studies have not conclusively proven that media violence is linked to real-life violence, experts agree that constant exposure to violent acts committed by males in the media normalizes male violence, making it appear to be a part of our real-life culture. [what audience theory relates to this?] What examples of violence from movies, sports, videogames, rock videos and television can you think of? Are the perpetrators male? Violence and masculinity
- 12. One media influence that is often left out when discussing violence in the media is advertising. Yet many ads use violence to sell products. Just open up any magazine that is geared to teenage boys and you will be bombarded with advertisements that encourage aggression or violence. What ways can you think of that advertisers use violence to sell products to Men? e.g. the use of aggressive athletes or super heroes in threatening poses; ads that encourage physical violence or "attitude" [videogame advertisements often use this method]; or ads that prey on men‘s insecurities in not being big, strong or tough enough.) Five advertising themes or archetypes that use and encourage male violence are: 1. Attitude is Everything 2. The Cave Man Mentality 3. The New Warriors 4. Muscles and the "Ideal Man" 5. Heroic Masculinity Violence, masculinity and advertising
- 13. ‘Attitude is Everything’ These ads are examples of the ways in which attitude is promoted in adverts geared towards young men.
- 14. Attitude Problem? promotes thumbing your nose at the rules. The message here is that the kids who flaunt the rules are smarter than the adults who make them and therefore, have the right to ignore authority. Attitude is equated with intelligence, and there is a definite "them against us" tone to this ad.
- 15. Thunder Truck Rally not only promotes questionable driving habits, but also the concept that "might is right" and that conflict is solved through strong-arm tactics, rather than negotiation.
- 16. Look Both Ways is an example of attitude in advertising taken to an extreme level. Playing on the "mean and scary world" syndrome, this advertisement promotes violent vigilante behaviour as a means of survival.
- 17. The Caveman Mentality These ads feature 3 masculine icons from popular history. The cowboy, the pirate and the ancient warrior are all examples of violent, rugged manhood that support the premise that man is, historically, an aggressive creature.
- 18. The Marlboro Man, that icon of the rugged, stoic, solitary male, is meant to suggest that men who smoke Marlboro cigarettes are equally rugged and masculine. With the cowboy icon comes many other (often stereotypical) associations of strength, bravery and 'noble violence' — the lone cowboy using violent behaviour to protect the weak and defenseless (who are usually female).
- 19. Although The Captain was here is meant to be a humorous ad, there are disturbing aspects to it. The icon of 'the pirate' is associated with many negative forms of behaviour, and Captain Morgan's leering expression is anything but noble. The words "The Captain was here" written over the model's body, as well as the moustache and beard, support the attitude that women are sexualized objects, to be owned by men.
- 20. Legacy of Kain uses the icon of the ancient warrior, with a gothic twist. The text "Revenge" implies that it is right to take justice into your own hands in order to get even with those who have wronged you. This game is based on an "eye-for-an-eye" philosophy, where the protagonist is portrayed as justified and noble in his quest for vengeance. However, the message to young men that "nothing is sweeter than the blood of your enemies," is far from noble.
- 21. The New Warriors These ads use sports figures to make consumers associate danger, violence and excitement with the products that are being advertised.
- 22. Authentic major league fun uses the rugged image of a baseball player to link masculinity with toughness. Referring to a bruised and cut arm as "major league fun," the ad implies that to play in the major leagues, (even virtual major leagues) you have to be tough enough to take it.
- 23. The New Warriors Nike's Give Him an Inch and He'll Take Ten Yards uses a football player to reinforce the importance of aggression in achieving success. On one level, the text: "...increased mobility would come in pretty handy when you find yourself on the field with eleven large, angry men determined to lay waste to your reputation as a clutch performer" does describe the game of football, but it could easily be related to competition in the workplace. Success. It's a Mind Game uses speed, danger and excitement to promote a product that one might not usually associate with masculinity — a wristwatch.
- 24. Nike's Give Him an Inch and He'll Take Ten Yards uses a football player to reinforce the importance of aggression in achieving success. On one level, the text: "...increased mobility would come in pretty handy when you find yourself on the field with eleven large, angry men determined to lay waste to your reputation as a clutch performer" does describe the game of football, but it could easily be related to competition in the workplace. Success. It's a Mind Game uses speed, danger and excitement to promote a product that one might not usually associate with masculinity — a wristwatch.
- 25. Muscles and the Ideal Man Muscles and the Ideal Man — These ads portray a strong, muscular body with the image of ideal manhood. Work Like Hell. Feel like Heaven uses the rugged strength associated with construction workers to emphasize the rugged strength of Wolverine boots and shoes.
- 26. The workout his skin is thirsting for associates a training regime for the skin with a training regime for the body. A Muscle Mag cover equates muscles, desirability and sexuality. This cover also reinforces the image of "man as protector" through its positioning of the man and woman.
- 27. Other images of men Of course, these are not the only images of men we see in the media. But it is worth questioning - when we see images that do not conform to these definitions of masculinity, images that challenge the hegemony/dominant ideology, are they presented as a good or a bad thing? How do the lead characters Mark and Jez in the sitcom Peep Show reinforce/subvert male stereotypes? What is the effect of this? Often, when male representations challenge ‘normal’ masculinity, it is for comic effect. We as an audience are positioned to laugh at them because they dont ‘measure up’
- 28. Crisis In Masculinity Some analysts have said that here is a ‘crisis in masculinity’. As women have gained more power and status in society, men’s roles have diminished and they do not have the traditional role to play in society that they once did. One response to this has been the ‘New Male’ (AKA Metrosexual). This version of masculinity puts men in touch with their ‘feminine’, sensitive side. They are better at expressing their emotions and care for others and more likely to take care of their own appearance. This can be seen in the growth of men’s lifestyle magazines and health care products Dove Men+Care – Mission Care https://www.youtube.com/watch?v=47WWytrYtDw
- 29. Lad Culture and Post Modern ‘Ironic Man’ This ‘new sensitive male’ then suffered it own backlash with the emergence of the Lad Culture of magazine’s like Loaded and Zoo. These contain representations that appear to reinforce fairly old-fashioned and even sexist attitudes towards men and women. But they are laced with self-deprecating humour and their producers defend them as just ‘fun’, tongue-in-cheek’ and ‘ironic’. These have since suffered there own backlash with ‘Lad Culture’ being linked to rape and sexual violence among young men at uni. Rival magazine Nuts has closed down and Loaded has taken a change in direction with a ‘zero- nipple policy and no more cover girls.
- 30. Money Supermarket : ‘Epic’ https://www.youtube.com/watch?v=YQ643U7ccpM https://www.youtube.com/watch?v=X8lLUdyaFO0 A current solution to the crisis in masculinity seems to be to take supposedly stereotypical male traits and exaggerate them to ridiculous levels for humour. How is masculinity represented in these texts?
- 31. Old Spice: ‘Smell like a man, man’ & ‘Smell Is Power’ https://www.youtube.com/watch?v=0D7Q_ZOlUpg https://www.youtube.com/watch?v=owGykVbfgUE https://www.youtube.com/watch?v=qtF13U5t8xE How is masculinity represented in these texts?