Contemporary Representations of Masculinity:

Modern characters are seen as in being touch with their feminine side, showingemotions, shopping and taking care of theirappearance.

The Metrosexual and the New Man

• In the mid 1990’s – development of representations of masculinity shift

• The young, single man with a disposable income, living in the city

• The Meterosexual man is not gay but often confused with being homosexual

• He is objectified and sexualised (turned into a sex object) which goes against traditional representations of masculinity.

Metrosexual: TOWIE• Task: How are men being represented?

Do these clips challenge or reinforce male stereotypes? What are their attitudes, values and beliefs of the world (ideology)

• Joey Essex• Joey Essex 2• Joey Essex 3• Joey Essex 4• Mario and Mark

Values and beliefs (ideologies)?

• Party/ going out• Consumerism• Conscious of image/look after

body/muscles• Hang out with mates• Get girls• Wealth

• Demonstrates that representations of masculinity has a tendency to change over time

• This leaves us with a rather mixed bag of the features of masculinity in the media!

Case Study: 1

• Alternative Representation of men the Metrosexual man (heterosexual men with feminine characteristics)

• Gavin and Joey Essex Makeover• http://www.youtube.com/watch?v=Qqdcd6

Af6EY

Gavin and Joey Essex Makeover

• How has the subject been represented? Is this a traditional representation of masculinity? What camera shots are used? Consider use of language, mise en scene, use of non diegetic sound

• Why has the subject been represented in this way? Who is the target audience? What about the narrative structure? Is it entertainment?

Analysing Representations:

• The main consideration when you are analysing the representations of men and masculinity, will be regarding the issues of fairness and accuracy and what the representation is actually saying to the audience

Representation of Men in reality TV

• Geordie Shore, Made in Chelsea and the Only Way is Essex.

• Geordie Shore, The Only Way is Essex and Made in Chelsea represent our generation's "time capsule" for the future. That's how the people of 2042 will think we look, spoke and behaved. Which is a shame because they're not supposed to be representative. They're supposed to be different from "normal people". They're walking caricatured receptacles for spite. Their job is to make absolutely everyone who tunes in hate them. Instantly hate them. Hate them so much they can't take their eyes off them. Charlie Brooker, The Guardian, 1st July 2012

• Masculinity has a tendency to change over time

• This leaves us with a rather mixed bag of the features of masculinity in the media!

Changes over time…• Although it is clear that representations of

masculinity have changed over time, the dominant representation of masculinity still focuses on:

• Body image• Physical strength• Sexual attractiveness and relationships

with women• Power and independence

Alternative Representation of Men – Lifestyle Magazines

• One media area that has developed dramatically is men’s lifestyle magazines.

• Aspirational – role models• Concentrating on representing body image

– the perfect body!• Images manipulated• Magazines refer to ‘sex’ rather than

relationships

Case Study 2: Representation of Men in magazines

Men’s Health• Image – medium/long shot• Celebrity endorsement• Direct mode of address – connotes seductive like approach

to a female audience.• Text reflects conventional language of women’s magazine

–’28 Day Abs’, ‘the hidden health risk’, reflecting interest in body image/appearance

• Sex rather than relationship - If you understand her needs you will get what you want

• Target audience – 25-40• Colour code – Colour, although sometimes in grey/black• Female gaze? – David Gauntlett argues that men are

presented as beautiful and positioned in such magazines.

Kerrang• Image – medium long shot• Niche music magazine with celebrity endorsement on

front cover• Direct mode of address- group shot• Masthead is not all visible – covered by image.

Representing the strength of identification with the brand• Images and captions clearly relate to genre of magazine.

Not specifically related to sex/dating/relationships• Bold typography – fits with genre of magazine• Target audience - Attracting a young male audience (18-

25), aspiring musicians, interested in gigs/concerts• Not about physical appearance,

Stretch and Challenge• Pick 3 case studies, can be print magazine cover,

TV programme, Film, Reality TV, Music Video• Analyse the representation of men:• For each text answer the following questions:-• 1. How are men represented? Adjectives• 2. Example – Specific textual analysis?• 3. Are stereotypes being used? How? Conform/

subvert?• 4. Why do you think men are being represented this

way?• What effect could this have?