Problem:
Barber and Bridges explain that "satirical masculinity" is a form of masculinity used in advertising that humorously exaggerates masculine stereotypes while allowing men to consume products that are culturally associated with women. Advertisers use this strategy to sell products such as yogurt, salad dressing, and body wash to male consumers who might otherwise avoid items perceived as feminine (Barber and Bridges 2017:38). In these advertisements, male actors perform exaggerated versions of hegemonic masculinity while engaging in activities that appear contradictory to traditional masculine norms. For example, in the Yoplait commercials actor Dominic Purcell maintains a serious and rugged appearance while eating yogurt, suggesting that consuming the product does not threaten his masculine identity (Barber and Bridges 2017:41). The humor in these advertisements depends on the assumption that masculinity is normally incompatible with feminine products, which allows advertisers to frame the behavior as ironic rather than emasculating. As the authors explain, satirical masculinity "offers viewers the appearance of something progressive by seemingly mocking...configurations of masculinity that have sustained feminist criticism" (Barber and Bridges 2017:235). However, Barber and Bridges argue that these advertisements ultimately reinforce hegemonic masculinity because the men depicted still embody traditional ideals of masculine power, dominance, and heterosexual masculinity while joking about them (Barber and Bridges 2017:235). In this way, satirical masculinity allows companies to expand their consumer base without fundamentally challenging existing gender hierarchies. Need Assignment Help?
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