Part 8 Chapter 31 and 32 Flashcards
Who is the author of “Globalization, Corporate Nationalism, and Masculinity in Canada”?
Steven Jackson
Who is the author of “Beauty and Bullets”?
Rachael E. Collins
What is the Holy Trinity?
Sport, alcohol and masculinity (i.e. Drinking beer and watching other men do masculine sports reaffirms the viewers masculinity as they are doing something manly while watching other men do manly things)
What are the 6 things that sport offers men?
- Opportunity to performed sanctioned physical aggression
- Context for the demonstration of courage, commitment, and sacrifice
- Reaffirms historical links with war and the military largely through popular discourse
- An exclusive space for men away from work and family
- Context where groups of men can engage in regular bodily contact without being called gay
- A legitimate setting for male bonding and the consumption of alcohol and in particular beer
Where does the social significance of beer lie?
It lies in its taken-for-granted nature
What does beer’s taken-for-granted nature enable beer to be?
It enables beer to be consumed and used in a multitude of different spaces as it is not necessarily a drink that is reserved for one particular group but for all, regardless of social class
What do beer ads serve as?
They serve as a virtual manual of masculinity
What are some of the characteristics of “The Rant” Molson campaign?
- The advertisement is a humble salute to many self-proclaimed positive features of Canada
- It is also an illustration of how identity is defined out of difference, in this case being the difference between Canada and the US
- This advertisement is about both Canadian pride and a critique of America itself
What are some of the characteristics of “The Code” Molson campaign?
- In this advertisement we see a representation of masculinity where it is performed in particular national contexts and vice versa
- Masculine nationalisms: where masculinity is socially constructed in and through different types of national spaces and practices
- National masculinisms: where particular characteristics or significations of nationality define masculinity
- These ads communicate the “codes” or “rules” of masculinity
- Some common themes are Canadian politeness and demonstrations of male strength/courage
- There are also two key signifiers of masculinity: relationships with women and dedication to sport
- The use of “unwritten code” demonstrates that these rules are not formal or explicit; they are portrayed to be the inherent in the masculine experience of Canadian men
- It does not state what the code is but rather explains what is produced when a man follows it
What are the key signifiers of masculinity?
Relationships with women and dedication to sport
What is the representation of women in “The Code” campaign?
Their relationships with women. This means that they occupy a marginal, sexually infused, positions as strippers, desperate amorous girlfriends, and prospective one-night stands, although humour or Canadian courtesy is used to neutralize any insult or offence that might be taken
What are Strate’s 5 questions?
- What kinds of things do men do?
- What kinds of settings do men prefer?
- How do men relate to each other?
- How do boys become men?
- How do men relate to women?
What are some of the negative images against hyper violent girls?
The representation of women and girls who commit crimes within media spreads the message that masculinized hyperviolent girls are freaks of nature
- This representation stems from the double stigmatization that they face: as both criminals and as women that break the social conventions of female submission for entering the world of male-dominated violence
- This representation also does no justice to the feminist movement as it essentializes feminisms, portraying it as a movement where women “want in” on all male spheres regardless of how dangerous they are
What are the consequences of women in a male world of violence?
- The discourse and images that are portrayed within media outlets shapes the way in which consumers view their world
- The representation of women and girls who commit crimes within media spreads the message that masculinized hyperviolent girls are freaks of nature
What is the profile of a female offender?
- The description of crime as being “rampant” and “out of control” is one of the most significant differences between the portrayal of crimes committed by men and crimes committed by women
- However, regardless of the fact that men are more likely to commit crimes than women, the descriptors used to define these female offenders is marginally more damaging than those used for men as it objectifies and sexualizes them
- There is also a decreased rationalization for crimes committed by female offenders as these articles instead choose to describe them as methodical and cunning, that there is no other rational reason as to why they may have committed this crime
- This is a powerful stereotype that surrounds female offenders
- In some cases however, the media sometimes portrays the female offender in a more lax manner as consequence of the perception that women are non-threatening and non-violent