Before Diving Into The Current State Of Male Roles In...

Before diving into the current state of male roles in advertising, it is necessary to review past gender stereotypes and how they have developed in the past. Looking at advertising through the media from a social determinist standpoint, the existing cultural and social values and progresses are what determine how gender roles are portrayed in media. This would go against the cultivation theory notion that the media used to portray men and women are what shape our cultural and social ideologies. Grau and Zotos (2016) establish this â€Å"the mirror versus the mold† debate and note that this debate â€Å"is a continuum† (p. 763). Existing social values may impact the strategies of advertisers, but at the same time, the advertisements we are†¦show more content†¦Now, we may frequently see women engaging in non-traditional activities such as purchasing a car, being actively career-oriented, or acting as a voice of authority (Hatzithomas et al., 2016, p. 893). Now that women may be shown in traditional male roles, newer roles for men that contain traditional female portrayals have become available. Thus, the past and present progresses of women have affected how males are shown in television advertisements. The stereotypical male figure portrayed in past advertisements has been shown as a â€Å"representation of masculinity (non-feminine, independent, heterosexual, tough, and risk taking† and at times a â€Å"visual representation of the male body as a sex object† (Baxter, Kulczynski, Ilicic, 2016, p. 971). Due to aforementioned circumstances, notably the rise of feminism, the growing financial success of women, and the effects these progressions had on roles within the family, men may now be depicted as softer or more homely. Pleck (1987, p. 93) mentions â€Å"the new father† being on the rise, depicting fathers as â€Å"more caring, kind, gentle, loving, just, supportive, and domesticated†, and this â€Å" new father† image has been evolving ever since. Baxter et al. (2016) sought to investigate how consumers react to male and female roles in advertisements for baby products (p. 974). Participants were shown ads of both fathers and mothers bathing a child. Because of nuclear familyShow MoreRelated Barbie - A Complex American Icon Essay3507 Words   |  15 Pagesembodies American popular culture’s attempt to respond to women’s changing roles in the era since 1945 while simultaneously promoting traditional female stereotypes. Susan Douglas’ book Where the Girls Are: Growing Up Female With the Mass Media helps us reflect on the bombardment of mixed messages received by women through popular culture and mass media. 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