CMN 3104 Chapter Notes - Chapter 3: Social Comparison Theory, Barbara Ehrenreich, Jean Kilbourne
24 Feb 2016
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3. 3 man up: viewer responses to images of less than ideal. Jean kilbourne argues that there is long-term harm in exposing young girls and women to the unattainable ideals presented in advertising. That concern has been focused on ideal body images and the ways in which men compare themselves to advertising"s depictions of masculinity. Sociologist michael kimmel has declared that masculinity proceeds from men"s bodies. But when the average guy cannot live up to these idealized images in ads, many men become depressed and dissatisfied with their bodies. Along with ideal images of masculinity, ads beginning in the mid-1990s began to include less-than-ideal images of men, a trend that may be rooted in societal changes regarding men"s roles. Traditional masculinity, represented by images of muscularity and strength, gave way to a more volatile gender identity that wavers between the traditional and the new. Barbara ehrenreich describes how beliefs about men as family breadwinner shifted toward a newer consumer role.
