Masculinity 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?