Before I can apply it, I must first thoroughly understand what is meant by the term 'hegemonic masculinity'. The key part of this term is hegemonic. Hegemony is the subtle 'push' given by society (in this case) to make someone act the way that's acceptable. So, by adding the word masculinity to this, it is how society tells males to act in today's society.
A perfect example of this are general beer and alcohol commercials. The 'ideal American male' is portrayed in these commercials. Usually as a young to middle-aged man wearing a sports jersey, drinking beer with his friends. He's often seen as the hero of the party when he brings the beer in (appealing to the male's sense of hierarchy, and need to be seen as #1). Along with these images, are images of attractive, usually scantily-clad women who seem to levitate towards the beer drinkers, almost seeming to point out that a man drinking a beer is an aphrodisiac. It just seems to me that these images are attempting to reinforce the typical male American stereotype, by using images ripe with hegemonic masculinity.
The way You broke down the word was really good it help me to understand exactly what it means. i would have to say your expalnation of the word is well developed. Your second paragraph with the explanation and example was well thought out. it is funny because as many times a day as i see beer commercials i never think of the fact that there are reinforcing the male stero type. But when i think about beer i think of guys i find women drinking beers nasty. Now i am wondering is it because of these mages that i think this way. Your post mademe think about some things two thumbs up!
ReplyDeleteI like the comments made about the guy bringing the beer becoming the hero or alpha male of the pack. The actions of the men in these commercials defiantly reinforce the American male stereotype, but i think that the younger slimmer males they use for the commercial is not what people think of when they think of the American male. These images of the young, attractive crowds is defiantly what they play on to get people to buy their beer.
ReplyDelete