<The Gender ADs Project>

 

Violence Against Men

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<Background: As much as these pages reflect solidified and predictable stereotypes of bodies, themes and behaviors, we can be sure that the various images of women and men in popular culture also reflect contradictory meanings. A number of authors have made similar conclusions about the various representations of men and masculinity in popular movies, music and advertising. The same level of stereotyping, particularly in regards to normalization, can be found in male imagery as in female imagery. In the contexts of the ads we are analyzing, it is interesting to note that there is little explicit violence committed against men. Sut Jhally’s analyses of MTV music videos in Dreamworlds I and II reflect this same trend. It is interesting to note that in the realms of popular television and movies, the violence committed against men is intense and omnipresent. Particularly, one notes such representations in professional wrestling, extreme fighting competitions and action genre films. Typically, such violence is exemplified by men fighting or killing other men (cf. Kaufman 1995:18-19). Exceptions to male on male violence can be found in S&M media and subcultures.  The Ads: Image 6 has been the subject of much controversy. It is discussed in this article. As well, you can find information on the company's Web site  Discussion Questions: (1) What does the quantity of these ads, compared to the page on Violence Against Women and that on Violent Women, suggest about violence and our society? (2) Do you believe that some people would find violence against men as acceptable? How do you respond to this idea? (3) Do you believe that focusing on the violence committed against men in these ads will draw more attention to the violence that is committed against women?>

 

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<presented by Scott A. Lukas, Ph.D.>