Kevin pinney comm 219
1 / 8

Masculinity and Consumerism - PowerPoint PPT Presentation

  • Uploaded on

Kevin Pinney COMM 219. Masculinity and Consumerism. Thesis.

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation

PowerPoint Slideshow about 'Masculinity and Consumerism' - pembroke

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Kevin pinney comm 219

Kevin Pinney

COMM 219

Masculinity and Consumerism


  • 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.

Sex vs gender
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


  • “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

Comparison with self
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

Social power
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


  • Consume in spite of women

  • Consume to build up

  • Consume to culturally elevate


  • 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.