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

By Megan Lea Vokey

Hyper-masculinity is an severe kind of masculine gender ideology that's constructed from 4 qualities, specifically, (a) calloused attitudes towards ladies, (b) violence as manly, (c) hazard as interesting, and (d) sturdiness as emotional strength of mind (Zaitchik & Mosher, 1993). this type 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 prone to hyper-masculinity (Zaitchik & Mosher, 1993). younger males are weak simply because formative years and younger maturity are developmental classes while peer workforce help for hyper-masculine behaviours is excessive. Low SES males are weak simply because (a) ways that greater SES males workout strength are usually not to be had to them and (b) fear-inducing reviews corresponding to witnessing crime usually tend to be skilled in low-income groups (Beale Spencer et al., 2003). From the latter standpoint, hyper-masculine behaviours akin to performing tricky and combating could be a method of dealing with worry by means of low-income males. ads is thought to play a task in developing hyper-masculine ideology (Kilbourne, 2001) yet little or no examine 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 was once in keeping with readership demographic info. problems with 8 magazines concentrating on males differentiated by means of age, schooling, and family source of revenue released in November 2007 and April 2008 have been analyzed. ads containing photographs of guys have been coded for hyper-masculine features utilizing a coding tool in response to the Hypermasculinity stock (Mosher and Sirkin, 1984). This research addressed the subsequent examine questions: (a) what quantity of the ads reveal hyper-masculinity and (b) is hyper-masculinity inversely relating to readership demographics of age, schooling, and family source of revenue? It was once hypothesized that ads specific at more youthful males, much less proficient males, and not more prosperous males might convey extra hyper-masculine qualities than ads special at males who have been older, extra proficient, and/or extra prosperous. info research proceeded in steps. within the first step, the percentage of the commercial that depicted hyper-masculinity total, in addition to the percentage of ads that depicted all the hyper-masculinity characteristics 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 discovered that, total, fifty six% of ads within the pattern (N = 527) depicted not less than one hyper-masculine trait. The hypotheses have been supported by means of 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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Her sample included 118 episodes from two WWE televised programs and monthly pay-per-view events. Each of the episodes was translated into written transcripts. 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.

05). Analysis of variance showed that there were no trends in degree of HM in bad guys over 20+ years, but good guys have gotten less hyper-masculine over time for the 'toughness as self-control over emotions' and 'danger as exciting' dimensions of HM. Scharrer argued that this may be because the most common theme overall of the shows appeared to be good guys' motivation to 44 protect women. This was likely due to the 'good guys' being law enforcers and portrayed as motivated to protect female characters.

Therefore, it is likely that HM depictions in advertising would appear most often in magazines aimed at these male target audiences. 51 I will now summarize and critique the literature reviewed in this paper. Summary and Critique Hyper-masculinity is a social construction in which violence, toughness, danger as thrilling, and callousness towards women are exaggeratedly expressed by men (Mosher & Sirkin, 1984). , 2004). Adolescence and young adulthood are believed to represent developmental periods when hyper-masculine behaviour is most likely to be enacted (Mosher & Tomkins, 1988).

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


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