xliv and
the news
media-to protect
white Americans
from harm”.1995:402http:links.jstor.orgsici?sici=016124922819952129183A23C4013
ABMAVC3E2.0.CO3B2-N Thabiti Lewis in “The Modern Athlete, Hip-Hop, and Popular Perception of Black
Masculinity” has stated black athletes and entertainers are constructed contemporary as bad man. People are consistently ignored of how the black man bad man has always confronts tyranny,
racism, oppression, using his disorder and violence to claim victory. This construction is a fragile situation. Societies are unaware that the bad man motif is a response to oppression and their
passive aggressive confrontation. Black males struggle their right through music and sports, as their
response to
the failed
promises of
the civil
rights movement.
http:www.gbmnews.comarticles39751The-Modern-Athlete-Hip-Hop-and-Popular- Perception-of-Black-MasculinityPage1.html, on May 13, 2010, 4.21 pm
Media have constructed the masculinity of black men in many ways such as in their figures in music and sport. Media place them in the context of its resistance to oppression, as a
response and compensation for loss of power, potency, and manhood after the prejudice and control of white power in their worlds.
4. Gender Construction Concept in Advertisements
The existence of stereotypes are so strong and have a great influence on people’s beliefs and actions, even if they do not realize it. The fact is that there are stereotypes towards gender
especially for their performance in advertisements. For example in some countries, men appear with their muscle, women appear in pink, men like cars, women like flower, etc.
Author and academic Susan Bordo in “Media Awareness: Masculinity and Advertising” has analyzed gender in advertising and has agreed that men are usually portrayed as strong and
xlv have sexual energy, muscular and powerful. Their powerful bodies dominate space in the
advertisement. In contrasts, women are always presented in skinny, anorectic, tight diet, thin, and weak
to attain
a feminine
ideal in
the society.
http:www.media- awareness.caenglishissuesstereotypingmen_and_masculinitymasculinity_magazines.cfm, on
January 3, 2010 There are many categories of how women and men are seen in advertisements. Sadek-
Endrawes in
his master
thesis entitled
“Culture and
Advertising” http:www.essays.seessay95460be112, on March 19, 2009, 9.12 pm, has given example the
categories of men and women appearance in advertisements and their meanings in America. 2008:28
1. Women categories in advertisements in USA
Roles Common social roles
Body as
tool Women’s bodies are often represented as tools, as things to be
used for social or personal achievement Strippers
Women seem as strippers or dancers Bodies
only The advertising world shows women as being connected to
their bodies, not their minds.
2. Men categories in advertisements in USA
Violence Against males Advertisements that illustrate forms of violence committed against men
Phallic Representations of phallic signifiers in popular
advertising Male heroes
Representation of men as saviors, as those who
xlvi
save women from peril or harm Men in control
Advertisements that show men as powerful
Male objects Advertisements that show men as sex objects
As I have written in the previous chapter, that in the term of media exploitation, men have the same role toward women, although in different portion. In modern era, not only women
become the focus of advertisements, but muscled male bodies are also exploited massively in media industry.
E. Camera Shots
