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

By Megan Lea Vokey

Hyper-masculinity is an severe type of masculine gender ideology that's made out of 4 characteristics, particularly, (a) calloused attitudes towards ladies, (b) violence as manly, (c) hazard as fascinating, and (d) sturdiness as emotional self-discipline (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 so much liable to hyper-masculinity (Zaitchik & Mosher, 1993). younger males are susceptible simply because early life and younger maturity are developmental classes whilst peer workforce aid for hyper-masculine behaviours is excessive. Low SES males are susceptible simply because (a) ways that greater SES males workout energy aren't on hand to them and (b) fear-inducing studies equivalent 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 difficult and combating could be a means of dealing with worry by means of low-income males. advertisements is assumed to play a job in developing hyper-masculine ideology (Kilbourne, 2001) yet little or no learn has tested this declare. the present examine analyzed the content material of pictures in men's journal ads for portrayals of hyper-masculinity The pattern of magazines was once in response to readership demographic info. problems with 8 magazines focusing on males differentiated via age, schooling, and loved ones source of revenue released in November 2007 and April 2008 have been analyzed. ads containing photos of fellows have been coded for hyper-masculine features utilizing a coding device according to the Hypermasculinity stock (Mosher and Sirkin, 1984). This research addressed the next examine questions: (a) what quantity of the ads exhibit hyper-masculinity and (b) is hyper-masculinity inversely regarding readership demographics of age, schooling, and loved ones source of revenue? It used to be hypothesized that ads distinctive at more youthful males, much less knowledgeable males, and no more prosperous males could show extra hyper-masculine qualities than ads unique at males who have been older, extra expert, and/or extra prosperous. info research proceeded in steps. within the first step, the share of the commercial that depicted hyper-masculinity total, in addition to the share of ads that depicted all of the hyper-masculinity features separately, have been calculated. within the moment step, regression analyses have been carried out to figure out the connection of age, schooling, and source of revenue to hyper-masculine characteristics, either total and separately. It was once came upon 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 each 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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Additional info for An Analysis of Hyper-Masculinity in Magazine Advertisements

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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).

2002). , forced obedience). A total score is computed by averaging responses to the individual items. Higher scores indicate greater use of psychological violence in the past. , throwing something, pulling hair, slapping, beating up), was used by Suarez-Al-Adam (2002). Respondents indicate how often each of the acts occurred in the past on a 7-point scale (0 = never to 6 = more than 20 times). An overall score for past physical violence is computed by averaging the across the 15 items. Higher scores are indicative of greater occurrence of past physical violence.

Therefore, it may be informative to analyze how masculinity is represented differentially for different target audiences. Two studies that did not examine hyper-maseulinity in particular, but hegemonic masculinity in general, have provided evidence that analyses of masculinity in advertising are most meaningful when audience demographics are taken into account (Skelly & Lunsdtrom, 1981; 48 Vigorito & Curry, 1998). First, Skelly and Lundstrom (1981) conducted a quantitative content analysis examining the 'masculine sex role' in advertising from 1959 to 1979.

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