Man of Action Hero

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Man of Action Hero

  1. 1. Man-of-Action Heroes: The Pursuit of Heroic Masculinity in Everyday Consumption Cultura do Consumo – Luiz Valério P. Trindade | 1st June, 2012 –>> 0 >> 1 >> 2 >> 3 >> 4 >>
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  10. 10. START>> 0 >> 1 >> 2 >> 3 >> 4 >>
  11. 11. Authors Douglas B. Holt Craig J. Thompson BA – University of Stanford (USA) BS – University of Stanford (USA) MBA – University of Chicago (USA) MA – University of Texas at Austin (USA) PhD – Kellog School – Northwestern (USA) PhD – University of Texas at Austin (USA) University of Oxford (UK) University of Wisconsin-Madison (USA)>> 0 >> 1 >> 2 >> 3 >> 4 >>
  12. 12. Purpose of the Study>> 0 >> 1 >> 2 >> 3 >> 4 >>
  13. 13.  Major socioeconomic changes;  Routinized and less secure jobs;  Women independence and entering into the marketplace ...>> 0 >> 1 >> 2 >> 3 >> 4 >>
  14. 14. Search for symbols to reaffirm their status as real man through compensatory consumption.>> 0 >> 1 >> 2 >> 3 >> 4 >>
  15. 15. GAP American ideal of More dependent the self-made man conditions of wage earning>> 0 >> 1 >> 2 >> 3 >> 4 >>
  16. 16. The situation just described produces and identity crisis!>> 0 >> 1 >> 2 >> 3 >> 4 >>
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  18. 18. Symbol of Liberation Antithesis of all the sources of confinment (including cars, offices, schedules, authority, and relationship).>> 0 >> 1 >> 2 >> 3 >> 4 >>
  19. 19. As the authors have interviewed men in their homes and studied the representations of masculinity advanced in mass culture, they came to believe that the compensatory consumption thesis fail to capture some of the most powerful masculine identifications that men forge through their consumption.>> 0 >> 1 >> 2 >> 3 >> 4 >>
  20. 20. This has led them to the identification that, in fact, the so called American ideology of heroic masculinity is threefold: 1 – Breadwinner; 2 – Rebel; 3 – Man-of-Action Hero.>> 0 >> 1 >> 2 >> 3 >> 4 >>
  21. 21. The Breadwinner Model>> 0 >> 1 >> 2 >> 3 >> 4 >>
  22. 22. The Breadwinner Model Breadwinner masculinity is grounded in the American myth of sucess. That it, the idea that America is a land of boundless opportunity, free from the social barriers to individual mobility found on other countries, whereby individuals from all backgrounds (particularly immigrants) can grab the golden ring if they work har and demonstrate initiative.>> 0 >> 1 >> 2 >> 3 >> 4 >>
  23. 23. The Breadwinner Model In the breadwinneer model, men work hard and are dependable collaborators in a corporate environment. They are willing to devote themselves to their careers, playing by the rules to climb within organizations and communities toward material sucess and higher status.>> 0 >> 1 >> 2 >> 3 >> 4 >>
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  28. 28. The Rebel Model>> 0 >> 1 >> 2 >> 3 >> 4 >>
  29. 29. The Rebel Model The first wave of American mass culture was born around the Western adventurer. These hunters and fur trappers were represented as uncivilized, anarchic, and fiercely independent men who survived through courage, physical skills, and cunning.>> 0 >> 1 >> 2 >> 3 >> 4 >>
  30. 30. The Rebel Model  In American mass culture, rebels are lionezed as the paragons of idependence, potency, and adverture.  More warrior than father, more seducer than husband, more class clown than serious worker, the rebel poses a direct threat to the litany of norms and obligations central to breadwinning.  Because rebels are both magnetic and threatening, they are often scripted as tragic figures whose fierce independence becomes their undoing.>> 0 >> 1 >> 2 >> 3 >> 4 >>
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  34. 34. The Man-of-Action Hero Model>> 0 >> 1 >> 2 >> 3 >> 4 >>
  35. 35. The Man-of-Action Hero Model  The most celebrated men of American culture are neither bredwinners nor rebels.  Instead, they draw from the best of both models, resolving the tensions between breadwinning and rebellion in a utopian resolution.  These heroic men-of-action embody the rugged individualism of the rebel while maintaining their allegiance to collective interests, as required of breadwinners.>> 0 >> 1 >> 2 >> 3 >> 4 >>
  36. 36. The Man-of-Action Hero Model  The mass media is packed with stories of supremely confident men who pay no mind to industry conventions, invent a new way of doing things, struggle tenaciously against seemingly insurmountable forces, and improbably conquer the establishment to found new industries.  The business press celebrates man-of-action managers who practices creative destruction in order to create powerful new companies from scratch.>> 0 >> 1 >> 2 >> 3 >> 4 >>
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  41. 41. Bill Hewlett & David Packard>> 0 >> 1 >> 2 >> 3 >> 4 >>
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  43. 43. The Hero’s Adventure Why there are so many stories of the hero in mythology? Because that’s what’s worht writing about. Even in popular novels, the main character is a hero or heroine who has found or done something beyond the normal range of achievement and experience. A hero is someone who has given hir or her life to something bigger tna oneself.>> 0 >> 1 >> 2 >> 3 >> 4 >>
  44. 44. Case 1 – Robert General Profile  He’s a 47 years old dentist who has worked hard for the past 17 years in order to build a succesful practice in a Pensssylvania college town.  Robert lives in a upscale neighborhood on the outskirts of town with his wife of 21 years and tow sons, aged 9 and 13.  He’s a keenly competitive man and characterizes himslef as a political conservative.>> 0 >> 1 >> 2 >> 3 >> 4 >>
  45. 45. Case 1 – Robert  He devotes na extraordinary amount of time and financial investment to two avocations: auto racing and hockey card collecting;  He wanted to be the hero in a contest that the wordl considers as a legitimate man-of-action pursuit;  Besides this man-of-action behavior he also demonstrates breadwinner traits by the time he explains his desire to have a larger home;  His interest in hocke emerged due to his younger son starting to practice it on a club team. He then started to watch NHL games, his son begun a card collection and soon afterwards Robert took over his collection.>> 0 >> 1 >> 2 >> 3 >> 4 >>
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  48. 48. Case 2 – Donny General Profile  He’s a high-school educated, middle-aged, working-class man who earns his living through a series of transient semi-skilled service economy jobs;  He has worked as a cook in a institutional kitchen, as a convenince store clerk, as an ambulance driver, and as a nurse’s aid in a psychiatric ward;  He’s overweight and stutters, and so he finds most social situations to be uncomfortable.>> 0 >> 1 >> 2 >> 3 >> 4 >>
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  50. 50. Case 2 – Donny  Donny does not fit into the model of a, so called, traditional working class individual;  He is not fond of regular symbols of masculinity such as football, hunting, bars, bowling and so on;  He is kind of na enigma because on one hand he rejects the Breadwinner Model but he also posses a unique way of demonstrating his version of heroic masculinity.>> 0 >> 1 >> 2 >> 3 >> 4 >>
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  52. 52. To Sum Up Robert Donny  He’s an upwardly mobile  His celebration of entrepreneurial middle-class man who independence is also expressed in frames breadwinner his dream of striking it rich masculinity in the terms someday as a fashion designer or used by managers and a software inventor. By cashing in professionals; acquiring on his crreative talents, he occupational expertise, envisions attaining success and acquiring possessions that respect on his own maverick term. signify economic power, and In both work and consumption, demonstranting competitive Donny constructs hilself as a achievements in prized caring hero who draws upon leisure contests. feminine values to rebel against working-class masculinity.>> 0 >> 1 >> 2 >> 3 >> 4 >>
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  61. 61. THANK YOU!>> 0 >> 1 >> 2 >> 3 >> 4 >>

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