WJEC, Media Studies, Representation, Gender, Stereotypes, Masculinity, media gender theories

1. Masculinity
To understand masculinity theories
and how to apply them to media
texts
STARTER:
Complete the following:
“Boys don’t… “

2. Representations of Gender
GQ= Gentleman’s Quarterly
The 15th Annual Men of the Year
awards special issue

3. Patriarchy
• Traditionally men have held
power in our society – this
system where men have
power and control in society
is called patriarchy.
• Patriarchy = society run
by men for men

4. • The result of this is that
traditionally male qualities
and attributes have generally
been seen to be superior to
female attributes. Consider,
for example, the fact that
traditionally it was the eldest
son who inherited – even if
he had several older sisters!

5. • This was (and sometimes still is!) reflected in
the media, as most media companies were
run by men!
• Masculinity was often represented in ways
that were shown to be superior to feminine
qualities. Men were often shown to be more
important and powerful than women.
• Women were often shown in roles that suited
men and which kept them from challenging
men for power.
• In other words, the media showed men and
women how men wanted them to be!

6. List some typical action films – think
about the typical roles assigned to
men and women? How do these link
to patriarchal ideas about gender?

7. Hypermasculinity
Mosher and Sirkin (1984) defined
hypermasculinity as the "macho personality" as
consisting of three variables:
• callous sexual attitudes toward women
• the belief that violence is manly
• the experience of danger as exciting

8. Connell: Hegemonic Masculinity
(1995)
Hegemonic masculinity is a concept of proposed
practices that promote the dominant social position
of men, and the subordinate social position of
women.
It explains how and why men maintain dominant
social roles over women, and other gender
identities, which are perceived as "feminine" in a
given society.

9. Hegemonic masculinity
Complicit masculinity
Marginalized masculinity
Subordinate masculinity
Connell: Hierarchy of Masculinities

10. Hegemonic masculinity is the dominant form of masculinity that is expected in
our society. While it may not be the most prevalent kind of masculinity, it is
culturally valued the most. Qualities include heterosexuality, whiteness,
physical strength and suppression of emotions such as sadness.
Complicit masculinity: where a man may not fit into all the characteristics of
hegemonic masculinity but do not challenge it either. Since they are not
challenging the systems of gender that are present in our societies they do
receive some benefits from being male
Marginalized masculinity: where a man does not have access to the hegemonic
masculinity because of certain characteristics he has such as his race..
However, these men subscribe to norms that are emphasized in hegemonic
masculinity including aggression, suppressing emotions such as sadness and
physical strength. Men of colour and disabled men are examples of men that
experience marginalized masculinity.
Subordinate masculinity: where men exhibit qualities that are opposite to
those that are valued in hegemonic masculinity such as physical weakness and
exhibition of emotions like sadness. Effeminate and gay men are examples of
men who exhibit a subordinate masculinity identity.
Connell: Hierarchy of Masculinities

11. Earp & Katz: Tough Guise (1999)
• Tough Guise systematically examines the
relationship between pop-cultural imagery
and the social construction of masculine
identities

12. • Two of the most common traditional roles
women were represented in under patriarchy
were the happy housewife and the sex
object/Glamorous Ideal. Can you think how
these stereotypes suited patriarchy?

13. Ideology in Action – Traditional Representations
• Look at the following adverts – what messages
and values are being portrayed? What roles are
women offered?

14. Ideology in Action

15. Ideology in Action

18. Summarise
• Based on the print texts we have just looked
at, explore the ideologies that you observed.
• Write a 50-100 word response (aim to use the
keys words: ‘patriarchy’, ‘hegemonic
masculinity’ or ‘hypermasculinity’)