Dissertation
Masculinity in Advertising: A Content Analysis of Male Body Images
Doctor of Philosophy (PhD), Washington State University
01/2018
Handle:
https://hdl.handle.net/2376/117835
Abstract
Objectified images and images of hegemonic masculinity are commonly presented by advertisers. However, a dearth of knowledge exists about how objectifying male images relate to and reinforce tenets of hegemonic masculinity. According to Social Cognitive Theory of Gender Socialization, some males will be receptive to objectifying male images because these images are found to be rewarding and help socialize males to resume their traditional role in society. The primary question of this dissertation focused on the cataloguing of objectifying images and images of hegemonic masculinity. A secondary, novel research question explored the prevalence of ideal images of the male body and how different body types relate to other tenets of masculinity. A content analysis technique was used to update the categorization of such images. The dissertation revealed that more ideal and objectifying male body types that appeared in men’s magazines help men accomplish certain tenets of hegemonic masculinity and the larger and more bulky images of the male body that appeared in sport’s magazines help men accomplish other tenets of hegemonic masculinity. Another insight was that masculinity tenets were better explained by the differences in magazine types than the differences in body types.
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Details
- Title
- Masculinity in Advertising: A Content Analysis of Male Body Images
- Creators
- Adrienne Muldrow
- Contributors
- Stacey J. T. Hust (Advisor)Bruce Pinkleton (Committee Member)Jessica Willoughby (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Edward R. Murrow College of Communication
- Theses and Dissertations
- Doctor of Philosophy (PhD), Washington State University
- Number of pages
- 124
- Identifiers
- 99900581621901842
- Language
- English
- Resource Type
- Dissertation