End of audience :Clay Shirky

Clay Shirky: End of audience blog tasks

Media Magazine reading

Media Magazine 55 has an overview of technology journalist Bill Thompson’s conference presentation on ‘What has the internet ever done for me?’ It’s an excellent summary of the internet’s brief history and its impact on society. Go to our Media Magazine archive, click on MM55 and scroll to page 13 to read the article ‘What has the internet ever done for me?’ Answer the following questions:

1) Looking over the article as a whole, what are some of the positive developments due to the internet highlighted by Bill Thompson?

It allows us to be able to have access to a way to talk to hundred and thousands of computers around the world.

2) What are the negatives or dangers linked to the development of the internet?

 It makes it next to impossible to stop spam, abuse or the trading of images of child abuse.

3) What does ‘open technology’ refer to? Do you agree with the idea of ‘open technology’?

 I believe If we want an open society based around principles of equality of opportunity, social justice and free expression we need to build it on technologies which are themselves 'open' and that this is the only way to encourage a diverse online culture that allows voices to be heard.

4) Bill Thompson outlines some of the challenges and questions for the future of the internet. What are they?

It could be a regulated, managed and limited network, of the sort being constructed in China and Libya,Access to dissenting or distinct voices could be limited and managed, We could choose the apparent safety of a closed network and a closed society.

5) Where do you stand on the use and regulation of the internet? Should there be more control or more openness? Why?

I think there should be more control because people are free to harass or cyberbully individuals which is an offense. I also think that internet should be more regulated in regards of what minors are exposed to and issue warnings of murder scences for example which could be trigerring for some.

Clay Shirky: Here Comes Everybody

Clay Shirky’s book Here Comes Everybody charts the way social media and connectivity is changing the world. Read Chapter 3 of his book, ‘Everyone is a media outlet’, and answer the following questions:

1) How does Shirky define a ‘profession’ and why does it apply to the traditional newspaper industry?
A profession exists to solve a hard problem, one that re- quires some sort of specialisation. Driving a race car requires special training-race car drivers are professionals. Driving an ordinary car, though, doesn't require the driver to belong to a particular profession, because it's easy enough that most adults can do it with a modicum of training.

2) What is the question facing the newspaper industry now the internet has created a “new ecosystem”?

Will the ecosytem be destroyed.

3) Why did Trent Lott’s speech in 2002 become news?

There had to be a reaction" that the network could air alongside Lott's remarks, and "we had no on camera reaction" available the evening of the party, when the news was still fresh.
4) What is ‘mass amateurisation’?

When the power of the digital revolution is such that everyday users can procure the same kind of celebrity status that was once the sole preserve of cinema.

5) Shirky suggests that: “The same idea, published in dozens or hundreds of places, can have an amplifying effect that outweighs the verdict from the smaller number of professional outlets.” How can this be linked to the current media landscape and particularly ‘fake news’?

The smaller professional outlets news dont get much media coverage and does not reach a large audience due to a lack of power. The more powerful media outlets alter the news and air it imposing their ideology on a large audience.

6) What does Shirky suggest about the social effects of technological change? Does this mean we are currently in the midst of the internet “revolution” or “chaos” Shirky mentions?

We are in the midst of both, because as much internet has made communication skills easier and work , saving people the trouble of travelling expenses, it has also caused a rise in cyberbullying , harassment and unrealistic beauty standards causing an increase in mental health cases.

7) Shirky says that “anyone can be a publisher… [and] anyone can be a journalist”. What does this mean and why is it important?

Everyone has the access and means to post anything online and do not have to be signed to a specific media brand so they can put out whatever news they choose to based on the attention it gets. The internet allows us to be anything and everything.

8) What does Shirky suggest regarding the hundred years following the printing press revolution? Is there any evidence of this “intellectual and political chaos” in recent global events following the internet revolution?

Shirky states that the internet roll-out has had an equally revolutionary impact as Gutenberg's printing press, placing mass communication tools in the hands of audiences and democratising media production. 
9) Why is photography a good example of ‘mass amateurisation’?

They can be used to capture cinematic shots that cane be used in films and also receive the same attention as others.

10) What do you think of Shirky’s ideas on the ‘End of audience’? Is this era of ‘mass amateurisation’ a positive thing? Or are we in a period of “intellectual and political chaos” where things are more broken than fixed? 

I personally think it has given us an advantage where people can be successful without the need of being signed to a company, it definitely has broken the system but for the better because young influencers now have an opportunity to make a living for themselves and nit be as disadvanatged as before.

Teen vogue:audience and representation

Audience focus

1) Analyse the Conde Nast media pack for Teen Vogue. What is the Teen Vogue mission statement and what does this tell us about the target audience and audience pleasures?

Aim to educate , enlighten and empower our audiences to create a more inclusive environment by amplifying the voices of the unheard which gives us the idea that the target audience may be women who are silenced in society because they are seen as subordinate. Audience pleasures will be personal relationships because they can relate to the experiences of these women.

2) What is the target audience for Teen Vogue? Use the media pack to pick out key aspects of the audience demographics. Also, consider the psychographic groups that would be attracted to Teen Vogue: make specific reference to the website design or certain articles to support your points regarding this.
The target audience may be women who are silenced in society because they are seen as subordinate. Audience pleasures will be personal relationships because they can relate to the experiences of these women.

3) What audience pleasures or gratifications can be found in Teen Vogue? Do these differ from the gratifications of traditional print-based magazines?

Personal relationships because they can relate to experiences of women, personal identity because the incorporation of different women may help them fugure out their identity and see themselves in them.

4) How is the audience positioned to respond to political news stories?

Audience have access to their political news stories on scial media through notifications and can respond through a comment section.

5) How does Teen Vogue encourage audiences to interact with the brand – and each other – on social media? The ‘tentpoles and editorial pillars’ section of the media pack may help with this question.

They do awards for example back to school awards which allow fans to interact with them.

Representations

1) Look again at the Conde Nast media pack for Teen Vogue. What do the ‘tentpoles and editorial pillars’ (key events and features throughout the year) suggest about the representation of women and teenage girls on teenvogue.com?

They incorporate elections to encourage girls to vote and a guide to girls changing the world representing women and strong and confident.

2) How are issues of gender identity and sexuality represented in Teen Vogue?

They subvert gender sterotypes by incorporating women who take on "masculine' jobs such as engineering which represents women as confident and strong.

3) Do representations of appearance or beauty in Teen Vogue reinforce or challenge traditional stereotypes?

They challenge stereotypes because they incorporate plus size models instead of a skinny model and give out the message that it is socially acceptable.

4) What is the patriarchy and how does Teen Vogue challenge it? Does it succeed? 

patraichy is a society where men dominate and it challenges it by making their status quo women who are independent and demand rights to vote, involved in jobs that are seen as "masculine" who are not sexualised because they are not the traditional "skinny" model.

5) Does Teen Vogue reinforce or challenge typical representations of celebrity?

It challenges typical representation because Women celebrities are usually seen as subordinate because they are working under management but they incorporate independent women who manage male celebrities.

Teen Vogue: Factsheet Part 2

Read Media Factsheet #205 Teen Vogue Part 2 - Application of theory. You can find the Factsheet in our Factsheet archive on the Media Shared drive in school or download it here using your Greenford Google login. Answer the following questions: 

1) How does the Factsheet apply David Gauntlett's ideas about gender and identity to Teen Vogue? 

Gauntlett argues that we see identity (including gender roles) as

being more fluid and changeable than before and TeenVogue’s

editorial teams will try to offer content that reflects the complex

range of ideas that feed into modern teen identity.

2) David Gauntlett has also written about the importance of role models. How can this be applied to the Teen Vogue CSP?

There are positive female role models featured for young girls who promote independnece and subvert traditional stereotype that girls have to be small sized and models. In a way they promote body confidence and Young girls to oppose the status quo by aiming to 

3) bell hooks suggests that profit-seeking media industries reinforce patriarchal values and power structures. How can these ideas be applied to Teen Vogue? Try and argue both sides - that Teen Vogue both empowers women but also arguably reinforces some hegemonic gender stereotypes.

Teen vogue is primarily owned by men who profit from a female audience who also impose their ideas in the magazines which females blindly accept because they thinks its producd by women.

4) List the key points on van Zoonen's gender theories in the Factsheet. How can we apply some of these ideas to Teen Vogue?

(Propp) reinforces patriarchal values (hooks) that see females

as weak and helpless (Van Zoonen)

5) Read the Greta Thunberg case study on pages 3-4. How does the Factsheet use media theories in the analysis of the special 2019 print edition of Teen Vogue? 

Mens health-audience

1) How does the magazine introduce itself?
Mens health is the biggest-selling mens lifestyle magazine ,both in the uk and worldwide.
2) What does the introduction suggest about the representation of masculinity in Men's Health's?
It shows that masculinity is still prominent in media and that males still value their masculinity explaining why Mens health has the most male consumers.
3) How do the print statistics for Men's Health compare to GQ and Esquire?
They have a higher print statistics of 995 whereas GQ has 336 and Esquire is last in place with 109.
4) What is the difference between circulation and readership?
Readership is an estimation of how many people read the magazine whereas circulation is the number of copies that have been printed and distributed.
5) What was the circulation of Men's Health in thousands at the time this Media Pack was published? What about the readership for ABC1 men? AB men? [Note: this Media Pack was published in 2016 and some of the figures have fallen since then. Up to date circulation figures can be found at the top of this blog post].
They had a circulation of 120,000 and a readership of nearly 1 million where 64% were ABC1 men and 32% were AB men.
6) How do readers generally interact with the digital version of the magazine?
They are able to access mens health on social media platforms such as facebook and twitter using their portable phones.
7) How many people do Men's Health reach across social media platforms?
Over 1 million overall. On facebook they reach 944k, twitter they reach 285k and instagram they reach 66k.8) What is the audience profile for Men's Health readers? 
905k are ABCI, aged 25-44,700k have a degree and 200k earn over 50k.
9) What is the Men's Health fashion philosophy? How much do Men's Health readers collectively spend on fashion?
Mens health spend 1,1 billion on fashion a year. The philosophy is stylish, contemporary,  wearable and individual.
10) What is the average watch collection value for the Men's Health audience? What do the statistics about watches suggest about the Men's Health audience demographics and psychographics?  
The average watch collection value is £4,123. It suggests that their consumers must be middle or upper class males who are able to afford watches of these expenses and hyper masculine males who buy the watch as a method of keeping their masculinity intact.
11) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?
73% which suggests that hypermasculinity is not still intact because moisturising is associated with femininity.
12) What does the media pack suggest regarding the Men's Health audience for fitness and technology?
They are fitness evangelists and early adopters of tech.13) Men's Health luxe is a series of magazines distributed with Men's Health targeting a specific aspect of the Men's Health audience. What are these three brand extension magazines called and what do they cover?
Urban active(showcases trend for high end performance fashion parallel), synchronised (leads horologists and s a buyer guide for amateurs), epicure( showcases the best food and drink skills for the man interested in cooking from scratch).


14) What do the Men's Health luxe magazines suggest about the demographics and psychographics of the Men's Health audience?
The men's health audience is quite masculine since they are invested in fitness and consuming expensive watched however there is also an element of felinity since they are large consumers of moisturisers and other products.
15) What additional brand extensions do Men's Health offer?
They have 15,000 entrants across 4 events nationwide , supporting Tv magazine , digital and social campaigns reaching millions.


16) What are the global statistics for Men's Health?
international editions-37,countries published-60, global circulation-4.5m, global readership -26.7m, websites-25, piques 23.7m, social media footprint 19.3m.
17) What does the 2017 calendar editorial specials suggest about the Men's Health audience?
Their audience are quite spontaneous since they are ready to go on adventures and take on challenges.
18) What audience pleasures are offered by the magazine?
Personal identity because males may see their masculine traits being reflected in Mens health and also surveillance because moisturisers and fitness help with living.


19) What lifestyle and job would you expect the average Men's Health reader to have?
They would have to have a high paying job and be of an upper social class which allows them to pay for expenses to have a luxurious lifestyle.
20) Why do you think Men's Health has managed to (just) remain profitable when many other magazines have struggled due to the rise of digital media?
Mens health has made many sources and have distributed their business successfully by using social media platforms which makes it easier for their consumer to access it so they can be reached virtually and physically giving them a larger audience.

assessment

David Gauntlett has argued against the idea that masculinity is in crisis. To what extent do you believe that masculinity is in crisis.


Centuries ago , the ideology of what men should be like and how they should act was quite stable and certain. Men only had one definition but recent changes have proved this to have changed. In this modern age , men have more freedom choose who and what they want to be which has caused confusion for men since they are unsure of their place in society and no longer can look up to an ideology that has been ingrained for centuries in men that they have to conform to being a hyper -masculine male. For example, in the 1960s score hair Cream advert , the expectations of a masculine male were quite clear. The male was portrayed as a superior since he was above a group exploited and sexualised women, he was the only one who held a weapon to indicate that he was the saviour and strong enough to fight , he was also posed in a masculine manner to catch the womens attention. This advert outlines typical stereotypes of males that they had to portray themselves as manly, strong and had to catch the attention of women which reinforced  the ideology of heterosexual relationships between a man and woman. As Stuart Hall states, representations in the media have different readings    which can either be positive or lead to a moral panic. The score hair cream advert received more preferred readings than oppositional readings due to the ideologies of a 'masculine' man which was the only ideology of men at that time making it easier for the 1960s audience to agree on one particular reading of the representation of the male in the advert. Moreover , if this advert was released to an audience in the modern age, it would receive more oppositional readings due to changing ideologies of males over the years. They may perceive this advert as ignorant since it sexualises women and belittles them which would create a moral panic due to the feminist movements becuase it reinforced a patriarchal society where men were more dominant . It also prevents men from having freedom to express themselves and explore their sexuality.



However on the other hand the changing ideology of men has benefited males in a sense. It has given them more freedom to explore their identity and sexuality without fearing scrutiny and backlash from an audience. The audience in the modern world have become more accepting of changing doctrines of what males should be. Gauntlett has pointed out that this change poses more pros than cons because it has put males in a position to be able to search for their place in society which means progress is being made. This is due to the fact that the old stereotypes of males consisted of superficial ideologies that members of society put together which males conformed to without question. Males found it hard to oppose these stereotypes back then and now can openly oppose them whilst gaining support which shows how far males position in society has improved since they have the power to be more outspoken and critical. For example, in the Maybelline advert, Manny MUA (who is a social media influencer who specialises in the makeup category) collaborated with another female celeb to advertise the Maybelline mascara. Manny Mua openly portrayed his interest in the mascara and being a male his ability to openly use makeup is quite unexpected. Although he received quite a lot of supportive comments for being the first male to feature in a makeup branded advert. This portrays the benefits of the changes in male stereotypes since  males have a powerful status in society since they will be supported no matter what stereotypes they conform to.


In conclusion, I agree with David Gauntlett that masculinity is in crisis because although men have more freedom to explore their identity and different stereotypes , these multiple stereotypes have caused a confusion on what males should be and has conflicted with their stability. These different sexualities and identities has caused males to feel excluded because they are unable to conform to these stereotypes and therefore are unsure of their place in society. They can no longer express themselves as dominant and strong without facing backlash from a modern audience that consists of feminists and feminine males . So, in that males are unsure of how to present their masculinity without violating the new stereotypes of males in modern society

index

narrative in advertising

persuasive techniques

the representation of women in advertising

media gender and identity

score case study

Maybelline CSP

MAYBELLINE CSP STUDY

1) Narrative & genre: narrative theory and sub-genre
The advert creates a narrative where the feminine male is quite comfortable with his femininity result in his interest in the mascara and uses another quite masculine male to contrast the differences in gender stereotypes.However towards the end of the advertisement the masculine male proves to be quite interested in the mascara and becomes more comfortable in his femininity.This advert in a way has an encoded message as Stuart Hall suggests which states that gender stereotype of men having to be hyper masculine has changed over the years.2) Cinematography: camera shots and movement
The close up of the mascara proved to be quite effective because it defined and outlined the glamorous detail of the mascara which made it look refined. The close up on the suitcase also creates suspense and tension indicating that what sin the suitcase will have an effect on the narrative of the advert.

3) Mise-en-scene: costume & props
The advert seems to be quite glitz and glamorous based due to the glittery suitcase and the feminine fluffy neck wraps which usually represent wealth so this advert may be targeting those of  higher social class or they may be trying tomato the advert look more sophisticated so that people will be more likely buy it.

4) Mise-en-scene: actors, setting, lighting and colour
High key lighting was used to define and outline the detail of the product and portray the facial expressions of the actors.The adverts is set in a New York which is one of the most busy and wealth cities.It is a city of high profile for it"s success indicating that the product itself will automatically be successful to the audience.Soft colours such as pink and gold are used because it is more appeasing to the audiences eye.

5) Editing: pace, transitions and visual effects
The editing was fast paced which matched the fast and busy life in New York.

6) Graphics: text/graphics on screen
Bold fonts used catch the audience eye.


7) Sound: dialogue, music and sound effects
Quite upbeat music is used to set a happy mood which will motivate the audience ti buy it because they will feel as if happiness comes with the Maybelline mascara.The actors also ask each other rhetorical questions that they know the audience will want to know the answers to therefore engaging the audience in.

Maybelline 'That Boss Life': wider reading

Read the following articles on this campaign:

Glamour: Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and It’s a Huge Deal
Your Story: Cosmetics giant breaks gender stereotypes by choosing male model as a face of the branComplete the following questions/tasks:

1) Why was this campaign such a landmark for beauty product advertising?
This was because they used the first male to feature as the face of a Maybelline product which broke many boundaries. Also Shayla Mitchell who was the other actor was the first non-caucasian empowered women feature broke boundaries and opened a wholeness fielding the makeup industry for black women.


2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
The articles suggest that now feminine masculinity and homosexuals are more accepted in society and that gender stereotypes of men having to be masculine has changed.

3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
They are attractive because they have high social platforms so younger brands need them to attract younger consumers

4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
Both of them have large platforms and breaks stereotypes. Manny Mua break gender stereotypes by being the first male to feature in a makeup advert. On the other hand, Shayla is the first non caucasian woman to take part in a makeup advert which breaks racial stereotypes.


5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
The crucial factor is to have somebody recognisable whois socially effective due to their huge platform on media 


Media Magazine: The Changing Face of Masculinity

Now go to our Media Magazine archive and read the feature 'The Changing Face of Masculinity' in MM63 (page 15). This will allow us to compare our two advertising CSPs - the Score hair cream advert and the Maybelline digital campaign. Answer the following questions:

1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?
The advert gives out the message that with female sexuality , men can conquer and take control making them more powerful In the industry.



2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The narrative consists of a male with a rifle gun that is sitting above a group of by five women dressed in sexualised hunting clothes, which attracts male consumers due tool gaze and also conveys the message that men were more superior and that they can control women.






3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
The stereotype of women being inferior to men and having to be exposed sexually to catch male attention.Also that men are the creators of products whereas women are. usually the consumers.

4) Applying Stuart Hall's reception theory, what does the article suggest the preferred and oppositional readings could be for the Score hair cream advert?
The preferred reading could be that men have the upper hand and are more powerful however the oppositional reading could be that men needed the presence of women sell the product indicating that they are dependant on females.

5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
Manny is a Mexican and Shayla an African American who both do not conform to feminine and masculine gender stereotypes but come together and are powerful regardless.


6) What is the narrative of the Maybelline advert?
Manny and Shayla check into a hotel in New York to open a golden suitcase they find which contains the mascara product which everyone yearns for. y applying the mascara they are instantly transported to a more sophisticated life surrounded by a Manhattan room ad glamorous clothes.
7) What does the article suggest the Maybelline advert's message is?
The message covered is the importance of male supremacy and self belief that they can be whatever they want to be and do not have to succumb to the male gender stereotypes.

8) The final section of the article focuses on masculinity. What do the Score advert and the Maybelline advert 
suggest regarding the changes in society and media between1967 and 2017?

IN the 1967 advert , it celebrated everything that is believed to be great about a patriarchal society whereas 2017, the advert is applauding the breakdown of the hyper masculine culture.

score hair cream

) How did advertising techniques change in the 1960s and how does the Score advert reflect this change?

Advertising began to incorporate large visuals and minimal copy for a dazzling, dramatic effect. Print ads took on a realistic look, relying more on photography than illustration, and TV spots gained sophistication as new editing techniques were mastered.
2) What representations of women were found in post-war British advertising campaigns?
Some representations of women were that they were objectified or portrayed as domestic servants and some adverts portrayed women as weak because of their physical inability of owning a ketchup bottle.
3) Conduct your own semiotic analysis of the Score hair cream advert: What are the connotations of the mise-en-scene in the image?
The man is above all the women which implies that men are the superior gender where the women are below and submissive to the man making females appear as weak.All the women appear to be seeking to catch the males attention which indicates that women should graft and work to get a man because they are considered to be superior. The women are being sexualised in this advert due to their revealing clothing and their flaunting of their body to the man indicate that women should be objectified.


4) What does the factsheet suggest in terms of a narrative analysis of the Score hair cream advert?
The narrative of the score hair cream advert is that the man is on a higher ground than the women figuratively and literally as they look up to him as the idealised hypermasculine figure. The advert seems to be set in a jungle where there is often a threat of danger due to the wild animals and the man is the only one who seems to be witholding a gun indicating that he is the "hero" or saviour that will save the women which is quite appeasing to a 1960s audience.






5) How might an audience have responded to the advert in 1967? What about in 2019?
In 1967 ,a hyper masculine male posing as the heroine to women was idealised and favoured which is why it would've received a positive response from the audience. However on the other hand, if this advert was released in 2019 it would receive a lot of backlash due to changes in wider society such as the feminist movement. It would create a controversy because it opposes the feminist ideology that men and women are equal and that not all men have to conform to this hypermasculine ideology.

6) How does the Score hair cream advert use persuasive techniques (e.g. anchorage text, slogan, product information) to sell the product to an audience?
The score cream advert incorporated portrayals of traditional beliefs and the ideology of an 'elite" gender to create humour and irony to capture the audiences attention and smooth over the sexist notion of this advert.
It also used large visuals and minimal copy to create a dramatic and dramatic effect.







7) How might you apply feminist theory to the Score hair cream advert - such as van Zoonen, bell hooks or 
Judith Butler?
Van zoned states that women are the consumers whereas themes are the ones who actually create and invent. In the case of the score cream advert , women are present as well as men however the male is above and is posed as the main actor because men are the ones who actually sell the product to an audience.

8) How could Stuart Hall's theory of representation and David Gauntlett's theory regarding gender identity be applied to the Score hair cream advert?
Stuart halls theory states that the audience can decode media that the creator has encoded in the media text in various different ways. In the score har cream advert majority of the audience will have a preferred reading 
which will be parallel to the interpretation that he creator was trying to encode in the media text.


9) What representation of sexuality can be found in the advert and why might this link to the 1967 decriminalisation of homosexuality (historical and cultural context)?
The male in the score hair cream poses as quite masculine due to the incorporation of hs well built body hat indicates his great strength and his effort of impressing the females in the avert which further reinforced and glamourised the ideology of the heterosexual relationship between a male and female.



10) How does the advert reflect Britain's colonial past - another important historical and cultural context?
Since Britain colonised most countries , its great empire put Britan at high power and above all the other countries. In the score hair cream advert, the male is posing as a powerful and superior actor which reflects Britians position in its era of colonialism.


WIDER READING


1) Why does the writer suggest that we may face a "growing 'boy crisis'"?
We are less likely to talk about the issues that boys face on a day to day basis because they are expected to man up and take the heat because they have better opportunities , jobs ad rights which can have a huge impact on makes because their suicide rates are higher than females and nothing is being done to prevent it.

2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
Axe/Lynx brand changes from creating a quite offensive and critical imagoes men being clueless which further creates ignorance to studying men and gaining insight on the issues that men face due to oppression of society and decided to focus on the positive aspects of males ability.





3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
He states that advertisers reinvents gender stereotypes because they paint a world where men like pink and do not like going out and getting dirty which has a huge impact on males and makes them feel less for not conforming to these new reinvented gender stereotypes due to a loss sense of masculinity.



4) How have changes in family and society altered how brands are targeting their products?
Males in the US now control a budget in the household now and are seen as their biggest potential audience therefore more men are targeted to feature in adverts since it is usually females who take upon this status.

5) Why does Fernando Desouches, Axe/Lynx global brand development director, say you've got to "set the platform" before you explode the myth of masculinity?

He incorporated attractive men to convey the message that it does not matter what you want to be like and that the ideology of what a man is supposed to be is changing for the better.