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2010 | 34 | 156-169
Article title

Fusing Masculinity with ICT in American Advertising

Content
Title variants
Languages of publication
EN
Abstracts
EN
This paper examines representations of men in advertisements for ICT products and services appearing the American magazine “Wired” in 1999-2001. The research reveals reinforcement of stereotypical “masculinity” of ICT, which is achieved through associating advertised products and services with the notions appealing to males (power, sex and success). It demonstrates that, despite the gender-neutral character of ICT, the advertising practices serve to reproduce and uphold the hegemonic gender order by constructing the American male consumer as empowered by the use of marketed ICT products and/or services.
Keywords
Contributors
  • Maria Curie-Skłodowska University Lublin, Poland
References
  • Bordo, S. (2000), The Male Body. A New Look at Men in Public and in Private, Farrar, Straus and Giroux, New York
  • Douglas, S. J. (1995), Where the Girls Are. Growing Up Female with the Mass Media., Three Rivers Press, New York
  • Gibson, W. (2000), Neuromancer, Harper Collins Publishers, Glasgow
  • Gray, Ch. H. (2001), Cyborg Citizen. Politics in the Posthuman Age Routledge: New York and London
  • McGovern, J.F. (2006), Sold American: Consumption and Citizenship, 1890-1945, The University of Northern Carolina Press
  • Nixon, N., (2003), “Cyberpunk: preparing the ground for revolution or keeping the boys satisfied?”, http://www.depauw.edu/sfs/backissues/57/nixon57art.html, the Internet 05.04.2003
  • Plant, S. (2000), “On the Matrix”, The Cybercultures Reader, ed. David Bell and Barbara M. Kennedy, Routledge: London and New York. 325-336
  • Terry, J., Calvert, M. ed. (1997), Processed Lives. Gender and Technology in Everyday Life, Routledge: London and New York
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-24233926-cce4-48dc-a8ff-d7d8f8070028
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