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The article titled "Advertising and the Construction of Violent White Masculinity" brings our attention to the ongoing debate around violence in media, emphasizing a critical gap in our discussions—gender. According to Katz, the conventional discourse on media and violence falls short by overlooking the crucial aspect of masculinity. Rather than attributing crimes to 'youth' or 'kids,' Katz argues that the media's portrayal of crime, with 90% of it committed by males, is closely tied to societal expectations of masculinity. Additionally, the article highlights a skewed focus on crimes by minority groups, neglecting those committed by the majority, specifically Whites.
Katz contends that research has sidestepped the explicit examination of the relationship between masculinity and violent behavior among white men.
Katz dives into how violence is normalized, pointing to the film industry as a major player. White males, instead of being portrayed as villains, often take center stage as heroes engaging in violent actions.
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This cinematic trend coincided with economic instability for the White middle class, offering a narrative where movie protagonists became aspirational figures, providing a path for white males to secure stability through projecting masculine power—embodied in size and strength. Katz argues that, especially for those lacking economic resources, the physical body became the primary means to assert dominance and control, a way to achieve a semblance of manhood.
Expanding on the normalization of violence, Katz highlights advertisements as another contributing factor. Advertisements frequently feature menacing-looking men, creating a reciprocal relationship with socially accepted events such as sports and movies.
Dangerous sports figures or movie stars are showcased in ads, while the same violent imagery is reciprocated in movies and sports events, intensifying the impact of these ads on the white middle class. The media's portrayal of the violent man is also attributed to the diminishing gender differences, where men sought to distinguish themselves from women by adopting behaviors associated with violence, justifying it as an expression of masculinity, particularly when directed towards women.
Katz further delves into the nature of advertisements concerning violence and masculinity, identifying specific premises that underpin these representations. The first premise revolves around the notion that violence is an inherent, genetically programmed male behavior. Advertisements often depict historical events led by powerful and violent men, reinforcing the idea that violence is an intrinsic aspect of masculinity. Some ads go further by illustrating scenarios involving violence against other ethnic groups or women, subtly justifying such actions as expressions of masculinity.
The second premise focuses on the association between masculinity and sources such as the military and sports. Uniformed soldiers and athletes are prominently featured in various ads, creating an impression that using the advertised products will not compromise one's masculinity. This association not only promotes products but reinforces the idea that masculinity is closely tied to activities traditionally associated with men.
The third point centers on the identification of muscularity with masculinity. Advertisements frequently equate muscles with power and masculinity, turning physical fitness into a primary means for white men to validate and maintain their masculine identity. Finally, there is the pervasive notion that heroic actions are synonymous with violent masculinity. Movies, in particular, play a crucial role in propagating this equation, not only justifying violence but also glorifying it, further ingraining the association between heroism and violent behavior.
In conclusion, the article prompts us to critically examine how media, especially advertisements and movies, contribute to the normalization and glorification of violent behavior among white men. The emphasis on masculinity in crime portrayal, the association of violence with inherent male characteristics, and the intertwining of masculinity with muscularity and heroism create a complex web of perceptions that shape societal norms.
As we ponder these insights, it becomes crucial to question the impact of such media representations on the collective mindset, particularly within the white middle class. Understanding the subtleties of these portrayals allows for an informed critique of societal norms and encourages a broader discourse on masculinity, violence, and the responsibility of media in shaping these narratives.
Media, Violence, and the Construction of Masculinity. (2016, Jun 19). Retrieved from https://studymoose.com/advertising-and-the-construction-of-violent-white-masculinity-essay
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