New PDF release: An Analysis of Hyper-Masculinity in Magazine Advertisements

By Megan Lea Vokey

Hyper-masculinity is an severe type of masculine gender ideology that's constituted of 4 features, particularly, (a) calloused attitudes towards ladies, (b) violence as manly, (c) threat as fascinating, and (d) durability as emotional strength of mind (Zaitchik & Mosher, 1993). this manner of masculinity is of shock since it is linked to violence opposed to girls (Murnen, Wright & Kaluzny, 2002). younger males and males with low social/economic strength are such a lot at risk of hyper-masculinity (Zaitchik & Mosher, 1993). younger males are susceptible simply because formative years and younger maturity are developmental sessions whilst peer crew help for hyper-masculine behaviours is excessive. Low SES males are weak simply because (a) ways that larger SES males workout strength should not to be had to them and (b) fear-inducing reviews similar to witnessing crime usually tend to be skilled in low-income groups (Beale Spencer et al., 2003). From the latter point of view, hyper-masculine behaviours equivalent to appearing tricky and battling could be a method of dealing with worry by way of low-income males. advertisements is thought to play a task in developing hyper-masculine ideology (Kilbourne, 2001) yet little or no study has tested this declare. the present learn analyzed the content material of pictures in men's journal ads for portrayals of hyper-masculinity The pattern of magazines used to be in line with readership demographic details. problems with 8 magazines concentrating on males differentiated by way of age, schooling, and loved ones source of revenue released in November 2007 and April 2008 have been analyzed. ads containing photos of guys have been coded for hyper-masculine characteristics utilizing a coding software according to the Hypermasculinity stock (Mosher and Sirkin, 1984). This examine addressed the next study questions: (a) what quantity of the ads show hyper-masculinity and (b) is hyper-masculinity inversely relating to readership demographics of age, schooling, and family source of revenue? It used to be hypothesized that ads exact at more youthful males, much less proficient males, and not more prosperous males may show extra hyper-masculine features than ads distinct at males who have been older, extra expert, and/or extra prosperous. information research proceeded in steps. within the first step, the share of the commercial that depicted hyper-masculinity total, in addition to the percentage of ads that depicted all of the hyper-masculinity qualities separately, have been calculated. within the moment step, regression analyses have been performed to figure out the connection of age, schooling, and source of revenue to hyper-masculine qualities, either total and separately. It was once came across that, total, fifty six% of ads within the pattern (N = 527) depicted at the very least one hyper-masculine trait. The hypotheses have been supported through the a number of regression effects. Age, schooling, and family source of revenue every one have been major predictors of hyper-masculinity within the ads. Of the 3 predictors, age accounted for many of the variance in hyper-masculinity. The societal implications of the findings are mentioned.

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Extra resources for An Analysis of Hyper-Masculinity in Magazine Advertisements

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Katz provides a rich, descriptive analysis of how violence is coded as masculine in advertising. One of the limitations of his essay is that Katz does not describe in depth the sample for his analysis, which makes his work difficult to replicate, or to compare to earlier or later research. It is also impossible to infer from Katz's analysis what proportion of the advertisements represent violent masculinity, or if non-hegemonic forms exist. In general, only a few studies have examined masculine depictions in advertising.

All transcribed data that clearly pertained to being a man were selected and thematically coded. " to another wrestler who responds, "Man enough? " The thematic message Soulliere (2006) identified about manhood in this example was that 'real men do not cheat'. The technique of constant comparison was then used to ensure that the data fit appropriate theme categories and that the theme categories encompassed all the data. Constant comparison is a technique in which the researcher collects and analyzes initial data, then develops tentative conclusions about categories of themes, and then collects and analyzes additional data that is tested against the original data and conclusions.

Sanday (1981,2003) concluded that rape-prone societies could be distinguished by masculine ideals related to dominance, power, and aggression. In comparison, rapefree societies could be distinguished by masculinity that did not equate having sex with women with power. In the latter societies, there was no notion of sex as a way of "gaining a notch on ones belt" and it was in no way related to proving ones masculine power ('being a stud'). Sanday also concluded that rape-prone behaviour is associated with environmental insecurity.

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An Analysis of Hyper-Masculinity in Magazine Advertisements by Megan Lea Vokey


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