reputation of men - Kenneth Mackinnon
(maleness & masculinity in the media)
Arthur Brittan - "biology and soicety are never seperate - they maturally consituate eachother, hence the 'true facts' of biology & pristine and uninterpreted. The are always mediated, The 'facts' of sexual differences are 'facts' by the virtue of ... generalized beliefs... "
"social rewards fir being 'real' men or 'real' women.... In society actual women and men present themselves demand to be precieved as real"
"male sexuality involves alienatiomn under the gender system, a great deal of literature on sexuality takes no account of such aspects of construction of gendered identity"
"'hypermasculinty'( the exaggerated display of what are culturally taken to be macho thaits) overcompensates"
masculinity in advertising
"male charecters in an advertisment has the required authority & suggests the appropriate power is through visual apperance"
"strength suggested not only in terms of physic. But also in the suggestion of his influence and business sucess."
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