advertising theorists

Gelfer: Five stages of Masculinity

Gelfer suggests there are five stages of masculinity – how people perceive and understand what it means to be a man.

Stage 1: “unconscious masculinity” – traditional view of men

Stage 2: “conscious masculinity” – as above but deliberate

Stage 3: “critical masculinities” – feminist; socially constructed

Stage 4: “multiple masculinities” – anyone can be anything

Stage 5: “beyond masculinities” – it doesn’t exist 

Media theorist David Gauntlett has written extensively on gender and identity. He disagrees with the popular view that masculinity is ‘in crisis’:

“Contemporary masculinity is often said to be 'in crisis'; as women become increasingly assertive and successful… men are said to be anxious and confused about what their role is today.”

Instead, Gauntlett suggests that many modern representations of masculinity are “about men finding a place for themselves in the modern world.” He sees this as a positive thing. (Gauntlett, 2002)

Jean Baudrillard.

PASTICHE– Means to combine multiple elements.  In postmodern mediathis can be a homage or a parody of past styles.

It can often reference pop culture as part of the narrative.

Postmodernproductions often blur the lines between good and evil, light and dark for both viewers and characters. 

HYPER REALITY- is a condition in which reality has been replaced by simulacra.

SIMULACRA- an image or representation of someone or something.