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Masculinity and Consumerism

Kevin Pinney COMM 219. Masculinity and Consumerism. Thesis.

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Masculinity and Consumerism

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  1. Kevin Pinney COMM 219 Masculinity and Consumerism

  2. Thesis • Over the years, scholars have studied masculinity and define it through the degradation of women, comparison with self, and social power. Advertisers brand men’s products to take the place of masculinity in order to drive male consumerism.

  3. Sex vs. Gender • “Gender is culturally constructed: hence gender is neither the casual result of sex nor as seemingly fixed as sex.” – Judith Butler in Gender Trouble pg9-10 • “They [medical practitioners] also encourage the idea that children are actually born with gender and contradict the idea that gender is a cultural construction.” – Anne Fausto-Sterling in Sexing the Body pg76

  4. Domination • “Men’s obsession with masculinity – no matter how it is reconceptualized – usually ends up reinforcing male power.” –Richard Jensen Men’s lives and Feminist Theory pg 22

  5. Comparison with Self • “The body itself became a vital component of manhood: strength, appearance, and athletic skill mattered more than in previous centuries.” – Anthony Rotundo in American Manhood pg 6

  6. Social Power • “Such organizations [fraternities] rarely got together without enjoying a meal, and many held "elaborate banquets," frequent drinking parties, and purchased libraries for the use of group members.” - Mark Swiencicki in Consuming Brotherhood

  7. Consumption • Consume in spite of women • Consume to build up • Consume to culturally elevate

  8. Conclusion • These definitions are alive today, and it is evident in advertising campaigns where sellers are no longer trying to sell products, they’re trying to sell manliness.

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