• Summary
  • Contents
  • Subject index

She can bring home the bacon, fry it up in the pan, and please her man: The popular media influence perceptions of women and their role(s) in society. But what of men? Indeed, men and masculinity have been the norm, the yardstick against which women–and the women's movement–have been measured. Although the development of men's studies has gained momentum, little has been published that focuses on the media and their relationship to men as men. Men, Masculinity, and the Media addresses this shortcoming. Scholars from communication studies, sociology, social studies, humanities, and political science investigate past media research on men and masculinity. They also examine how the media serve to construct masculinities, how men and their relationships have been depicted, and how men respond to ...

When Men put on Appearances: Advertising and the Social Construction of Masculinity
When men put on appearances: Advertising and the social construction of masculinity

Advertising invites us into a privileged, exciting world of appearances. Advertising conveys information, but that is just the beginning. Some critics, in fact, believe it embeds its limited information in a whirlpool of disinformation. The more claims are made for a product, the more this seems to be the case. Simple bits of hardware, for example, are adver-tised with brand name, small illustration, and price. But other products aim at a more abstract form of construction, namely self-construction. This chapter examines how visual and verbal symbols are used to construct images of masculinity and to associate these images with specific products.

Advertising is big ...

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