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Male Normalization
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 <Background:
Michel Foucault's emphasis is particularly relevant in addressing
gender and the body in popular culture. A common misunderstanding of the
analysis of gender and popular culture is that normalization is limited to
female bodies. In fact, as the ads below illustrate, normalization is
present in male bodies. Like the imagery of females, males are presented
in "perfected" forms and are told that there are ways to improve their
bodies. The
Ads:
Image 4 presents normalization as a choice that men must make-the
consequence of not choosing a normalized body is presented in the front
and rear bodies. Image 8 presents a similar theme in the body and the
language ("candy ass"). Ads 6, 7, 12 offer a common site of male
normalization, that of the bodily improvement remedy. Discussion Questions:
(1) Compare the male normalization ads with the section on female
normalization ads. What differences exist in the portrayal of men and
women in normalized contexts? What are some similarities? (2) In terms of
their bodies, are men asked to maintain certain images of the body? What
are the models >
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<presented by Scott A.
Lukas, Ph.D.>
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