Kevin Pinney COMM 219. Masculinity and Consumerism. Thesis.
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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.
“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
“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