#caleb miracle

GIVE A LISTEN... 

With: Hoover, Stewart M., and Curtis D. Coats. "The Media And Male Identities: Audience Research In Media, Religion, And Masculinities." Journal Of Communication 61.5 (2011): 877-895. Academic Search Premier. Web. 6 Apr. 2015.

This youtube video has construction workers calling out compliments to women on the street. The Snickers line “You’re not you when you’re not hungry” shows how men treat women badly on the daily. The advertising is appealing to the idea of masculinity. “Broad literatures have addressed [masculinity’s] form, nature, and constitution. These tend to agree that in common discourse, masculinity is still understood in ‘‘traditional’’ terms, though in a range of forms, from ‘‘hypermasculine’’ to ‘‘softer’’ valences,” (880).

In this advertisement, I would argue the men are not being masculine by being nice to the women. The Snickers line is encouraging men to treat women badly, constituting the hypermasculinity the article argues.

“Noting Craig’s (1993) claim that ‘‘softer’’ and ‘‘reconstructed’’ male characters have begun to appear, Macnamara problematizes this change, arguing that such newer, more nontraditional male roles exist in relation to continuing traditionalism in role portrayals in such places as sports and situation comedies,” (881). 

By seeing this commercial, I can proposed that society doesn’t want masculinity to seem weak. Therefore, men must be dominating in the media. We expect to see construction workers harass women, but when they compliment them, that ruins our image of masculinity.

With: JR. "Gender Roles and the Media." Dototot. N.p., 02 Apr. 2015. Web. 10 Apr. 2015.

The media uses what the author of the article likes to call the “Smurfette” effect: one female surrounded by many males. In the example of the Snickers commercial, one woman comes by at a time while a group of men yell compliments. The females in the media “are to take a back seat in comparison to the males.” With the commercial, we can see this isn't always the best course of action. It makes the men seem hypermasculine.