Hegemonic Masculinity : Masculinity And Masculinity Essay

1915 Words Oct 12th, 2016 8 Pages
Hegemonic masculinity in advertising
Aspects of identity and of masculinity are intersectional, so in order to understand hegemonic masculinity it is important to analyse it in terms of race as well as gender. The key function of advertising is to sell something, whether it is a product, service, lifestyle or message. The majority of advertisements depict life either as ‘normal’ or as ideal, thus it is telling that white men feature more prominently and more positively than men of colour in both television (Luyt, 2012) and magazines (Thomas, 2013). That white masculinity is seen as the default or most desirable form of masculinity highlights the racial aspect of hegemonic masculinity. Luyt (2012) analysed South African television advertisements and discovered that the majority of adverts featured white men as the ‘primary visual actor’ despite the population of SA being predominantly black. He argues that in the advertisements he analysed white men “act as a normative standard against which the ‘appropriate’ practice of masculinity is assessed” (Luyt, 2012, p. 47) and that “white men were represented as more successful in accomplishing traditional masculinity than black men” (p. 48). This shows how white men are presented as exemplars of hegemonic masculinity while black men are marginalised.
Thomas (2013), also studied differing representations between white and black men in advertising, but his focus was on the advertising in men’s lifestyle magazines. He analysed the…

Related Documents