OPTION 3 – Media
Outline two ways that representations of masculinity in the media are changing. Illustrate your answer with examples
OCR
A Level
2020
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Introduction
This essay will explore two ways in which representations of masculinity in the media are changing. It will firstly analyse the emergence of “new man” representations as exemplified by the Metrosexual figure, which challenge traditional notions of masculinity. Secondly, the essay will consider how the media is increasingly portraying a diversity of masculine identities, demonstrating a move away from the hegemony of traditional masculinity.
Shifting Representations of Masculinity: The Rise of the "New Man"
1. The "New Man" and the Metrosexual: * Introduce the concept of the "new man" and its significance in challenging traditional masculinity. * Discuss how the "new man" is often depicted as sensitive, emotionally aware, and engaged in traditionally feminine activities. * Explain the rise of the "Metrosexual" as a specific example of the "new man", highlighting their focus on appearance, grooming, and consumerism. * Provide examples of media representations of the "Metrosexual" from advertising, magazines, and television. (e.g., Lynx adverts, fashion magazines, reality TV shows). * Link these representations to the work of Mort, who argues that the "new man" is a response to the pressures of modern society and the changing roles of gender.
Challenging Traditional Masculinity: Diversity and Subordinate Masculinities
2. The Media's Portrayal of Diverse Masculinities: * Introduce the concept of a postmodern view of masculinity, which emphasizes the diversity of masculine identities. * Discuss how the media is increasingly representing a wider range of masculinities, such as those associated with fatherhood, emotional vulnerability, and non-conformist lifestyles. * Explain how these representations challenge traditional notions of masculinity and its hegemonic nature. * Provide examples of media representations that illustrate this diversity. (e.g., intimate fathering blogs, campaigns against violence against women, LGBTQ+ representation in media). * Link these representations to the work of Connell, who suggests the rise of "subordinate masculinities" which co-exist alongside dominant forms of masculinity.
Conclusion
* Summarize the main points of the essay and reiterate how representations of masculinity in the media are shifting away from traditional notions. * Acknowledge that while there are positive developments in the portrayal of masculinity, there are still challenges and limitations. * Consider whether the media is genuinely challenging traditional ideas of masculinity or simply reflecting a more diverse and complex reality. * End with a thought-provoking conclusion about the future of masculinity in the media.
Representations of Changing Masculinity in Media
The media plays a significant role in shaping societal perceptions of gender, including masculinity. While traditional portrayals often reinforced hegemonic ideals of stoicism, dominance, and physical strength, contemporary media reflects a notable shift in these representations. This essay will outline two key ways in which depictions of masculinity are changing: the emergence of the "New Man" and the increased visibility of diverse masculinities.
The Rise of the "New Man"
One significant change is the emergence of the "New Man," a concept popularized by sociologist Bob Connell. This archetype challenges traditional masculine norms by embracing emotional openness, sensitivity, and an active role in domestic life. Media representations of the "New Man" often depict men engaging in traditionally feminine activities, such as childcare and housework, without compromising their masculinity.
Examples of this shift can be seen in advertising, with campaigns like Lynx's "#isitokforguys" and the "dads-who-play-Barbie" advert directly challenging traditional notions of masculinity by promoting emotional vulnerability and fatherly involvement. Television programs also increasingly showcase fathers as active caregivers, further normalizing this departure from traditional roles. This reflects Gauntlett's observation of a broader shift in gender roles on prime time television.
Diversity and Subordinate Masculinities
Beyond the "New Man," contemporary media also demonstrates a growing acceptance and portrayal of diverse masculinities. This includes representations of men who do not conform to the hegemonic ideal, encompassing different sexual orientations, ethnicities, body types, and expressions of gender. This increased visibility challenges the notion of a singular, dominant masculinity and highlights the multifaceted nature of manhood.
Connell's work on subordinate masculinities is particularly relevant here. Magazines like FHM, traditionally focused on a narrow, hyper-masculine ideal, now increasingly feature men of diverse ethnicities and body types, reflecting Currie's observation that the pressure to conform to specific ideals of attractiveness is no longer limited to women. Furthermore, the rise of online platforms, such as intimate fathering blogs and campaigns like the White Ribbon campaign, provides spaces for men to challenge traditional masculine norms and explore alternative expressions of manhood.
Conclusion
Representations of masculinity in the media are undeniably evolving. From the emergence of the "New Man" to the increased visibility of diverse masculinities, traditional ideals are being challenged and redefined. These changes reflect a broader societal shift towards greater gender equality and a more nuanced understanding of masculinity itself. While remnants of hegemonic masculinity persist, the growing diversity and complexity of representations offer a more inclusive and realistic portrayal of men in contemporary society.
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AO1: Knowledge and Understanding
The following list is indicative of possible factors/evidence that candidates may refer to but is not prescriptive or exhaustive:
- Gauntlett - shift of gender roles on prime time television
- Examples of advertising which ‘flips’ traditional masculinity. E.g. Lynx (#isitokforguys campaign or dads-who-play-Barbie advert)
- Using the media to challenge traditional notions of masculinity e.g. intimate fathering blogs; media campaigns such as the White Ribbon campaign and the Good Lad initiative.
- Mort: New man – Metrosexual.
- Retributive masculinity – traditional masculinity re asserted – which could be a change.
- Currie – males also suffer from a pressure to stay young and cosmeticize in magazines such as FHM
- Connell (rise of subordinate masculinities, new man, marginalised man) – all can now be seen in the media
- Postmodern view - the large diversity of types of masculinity represented in different types of media.
- Any other relevant point.
AO2: Application
The selected knowledge should be directly related to the specific question.