- "Traditional" view of men - Strong, provider and protector
- Men define themselves by rejecting female ideas or links
Loss of control - no job, no longer the breadwinner, values are gone, may have to rely on women for support
No more manual labour, women are independent, objectification of men - looks at matter - insecurities.
"Own money" - increase in social sector jobs, men are not needed
Traditional values - Appearance = homosexuality - "new lad"
Rise in feminism - men start to take care, notice own appearance
The Full Monty
- Breaking away from values to make jobs work
- Sad, loss of masculinity
- Strong traditional views
Challenges facing men
- " a man is a defined in a modern capitalist society...by doing"
- "Men are absolute dinosaurs"
- "Difficult to live up to their media representations"
Change in masculinity - Thoughtful, cosmetics, appearances, designer clothes, caring and gentle & stay at home dads.
New man - adverts
- Metro- sexual - Appearance based, not gay but elements, pride in looks, cosmetic products, high regard for women - refusal to traditional values e.g. Beckham
- Levi 5O1 - Masculine V. Appearance, traditional v. modern - objectifying - girls looking at men, becoming objects
- Light Blue, D & G - Girls to buy for boyfriends- "the ideal man"- seductive, caring man - Girls dream. Sexual - aspire to be like that, appealing to women. Objectifying men - to look at - "New man"- pride. Close-up intimate nature- gaze. Presents or own purchase- multi-functionality
- L'orel men expert - "real man"- action hero, protection, fast pace- action, control commanding- action sequence- women at the end. Colloquial "nuff" said - everyday man. Still caring about looks and how they are. Male audience- aspire the "dream" attractive. Male stereotypes- gain the ideology, aspiring. "Fight ageing"- Battle, masculine ideas, playing up to stereotypes.
- "Mythical" - Created by the media, tv advertisement, what men should aspire to.
The "new" man
- Before 90's there were not any men's lifestyle magazines, based upon one specific group of people, niche audience.
- Did men need advice? Stereotypical gap - "real" man didn't want lifestyle magazines.
- 1980's - Rise of design and music - GQ, Esquire etc.
- 1990's - Loaded, start of the "new lad", started of the "lad" magazine. "For men who should better" - Loaded.
Zoo
- Sport - football
- Male gaze - Image "offering herself" - sexual
- Zoo - Animals, women are to be looked at
- Colloquial language - over the top
- Sex, lust and power - Red
- Low demographic - D/E, 16-20
- Based around sex
FHM
- The "lad" - male gaze - medium long shot - focus on body, objectification of women
- "Get her to do what you want" - D.M.O.A - Controlling women, power - Assuming men want this.
- Patriarchal society - be the dominant character in society.
- "Males vs. Wives" - Demographic "25-35"- B/C
- Football, comedy - Immaturity
Men's Health
- Women is an accessory - Hung around him
- Based on confidence - Appearance = Muscles
- Not selling the idea of sex - Image based, healthy living "new man"
- Lack of colours - maturity, masculinity, Image - background focus, stand out on there own - muscles are enough
- More formal - "Emotional intelligence"
GQ
- "New man" - Professional
- Articles - "Cooking" - King of kitchen - dominant, "Style"
- Relaxed M.O.A - Confident
- Wine - Not beer, more sophisticated
- Johnny Depp - Stylish, action man, diverse acting career, success - aspiration
- Formal (ish) mode of address
- "Look sharp, live sharp" - Perfect man
- Iphone app - Technology
- Older demographics
- Age - 30/40
The "new" lad
- Backlash to feminist movement
- Putting men and women back in their traditional roles
- Patriarchal society - ideology
- Loaded FHM, NUTS/Zoo - Weekly - choose when bought, cheap throw away
No comments:
Post a Comment