The pragmatic-semiotic construction of male identities in contemporary advertising of male grooming products

[EN] This article aims to unveil how male identities are constructed in a corpus of male toiletry TV ads through a pragmatic and multimodal analysis of a set of implicit assumptions conveyed about the male participants in the ads. The validity of these assumptions is first empirically tested with a group of 10 male informants and then those implied meanings are bundled into thematic cores for their qualitative and quantitative description. Findings reveal that these ads still rely on stereotypical constructs and traditional discourses of what it takes to be a man. For example, men are invited to consume grooming products but reminded to do it the men's way. Men are also reminded of their sexual power to seduce and attract women with the aid of the product. Likewise, by portraying male ad personae in traditional manly activities while emphasizing their toughness and body strength, or their resourcefulness when faced with challenging situations, the ads portray a rather skewed view of contemporary men, which fails to take into account the myriad roles a modern man can play in contemporary societies.I am really grateful to the reviewers for their insightful comments and also to the editor of the journal.Saz Rubio, MMD. (2019). The pragmatic-semiotic construction of male identities in contemporary advertising of male grooming products. Discourse & Communication. 13(2):192-227. https://doi.org/10.1177/1750481318817621S192227132Alexander, S. M. (2003). Stylish Hard Bodies: Branded Masculinity in Men’s Health Magazine. Sociological Perspectives, 46(4), 535-554. doi:10.1525/sop.2003.46.4.535Attwood, F. (2005). ‘Tits and ass and porn and fighting’. International Journal of Cultural Studies, 8(1), 83-100. doi:10.1177/1367877905050165Rubio, M. D. 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A typology of personal and environmental sexual harassment: Research and policy implications for the 1990s

Most of the research conducted on sexual harassment over the last decade and a half has used categories that are neither mutually exclusive nor exhaustive. This has created problems for researchers: it is difficult to compare results from one study to another, harassment types that have scholarly and legal-policy relevance are omitted, and the ability of researchers to inform legal and policy decisions is diminished as a result of these problems. A comprehensive categorization of harassment types that addresses these methodological problems is presented. Specifically, 11 specific types of harassment—4 types of Verbal Requests, 3 Verbal Remarks, and 4 Nonverbal Displays—are presented with examples from research and legal literatures. Recommendations for reconceptualizing research definitions of harassment as well as for diversifying the methodological approaches to the topic are made.Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/45598/1/11199_2004_Article_BF00289868.pd

The Social Interaction Model of Objectification: A process model of goal-based objectifying exchanges between men and women

People perceive and treat women as sex objects in social exchanges. The interactionprocesses through which women are objectified, however, have rarely been considered.To address this gap in the literature, we propose the Social Interaction Model ofObjectification (SIMO). Rooted in social exchange and objectification theories, the SIMOpredicts objectifying behaviours stemming from sexual goals between men and women.We propose that the behavioural dynamics of objectification can be understood througha series of goal-based exchange processes that are shaped by patriarchy. Articulating theSIMO and its predictions for behaviour in social interactions, we describe the scant socialpsychological studies in this area. Not only is the SIMO useful for understandingobjectifying interaction processes, but it can be used to understand why womensometimes evaluate objectification positively as well as instances of sexual violence.Finally, we discuss critical directions for future research and provide promisingmethodological approaches for testing the SIMO.info:eu-repo/semantics/publishe