Análisis de la representación de la masculinidad en la publicidad impresa contemporánea. Estudio de Caso de la Revista Gentleman’s Quarterly España
Resumen
Tomando como base el alto grado de influencia que tiene la publicidad en la configuración de las identidades de los hombres contemporáneos, así como en la construcción y reconstrucción del concepto de masculinidad, el presente estudio busca ampliar el debate entorno a la representación de los hombres en la publicidad impresa mediante técnicas de análisis de contenido cuantitativas, aplicadas a 137 anuncios contenidos en doce ediciones del año 2019 de la revista Gentleman’s Quarterly España. El estudio ha revelado que en la representación de masculinidad ofrecida en la publicidad prima la comunicación de valores del yo – asociados con características narcisistas y egocéntricas – por encima de los valores colectivos y de solidaridad. Domina en el discurso publicitario la figura del metrosexual entendido como aquel que muestra un creciente interés en prácticas de aseo y de mejoramiento del aspecto físico que han estado históricamente ligadas a las mujeres. Por último, se ha encontrado que las revistas se muestran cada vez más propensas a mostrar expresiones diversas del género, aunque en porcentajes mínimos, recurriendo todavía a herramientas de comunicación típicas como el uso de imágenes idealizadas de hombres prototipo, el empleo de colores históricamente asociados a la masculinidad, y la creciente objetivación del cuerpo masculino a través de elementos gráficos como la mirada y el auto-contacto.
Descargas
Citas
Alexander, M. (2003). Stylish Hard Bodies: Branded Masculinity. Men’s Health Magazine. Sociological Perspectives, 46(4), 535-554. https://doi.org/10.1525/sop.2003.46.4.535
Anderson, E. (2006). Orthodox and Inclusive Masculinity: Competing Masculinities Among Heterosexual Men in a Feminized Terrain. Sociological Perspectives, 48(3), 337-355. https://doi.org/10.1525/sop.2005.48.3.337
Benwell, B. (2004). Ironic discourse: Evasive masculinity in men’s lifestyle magazines. Men and Masculinities, 7, 3–21. https://doi.org/10.1177/1097184X03257438
Berg, B. y Lune, H. (2012). Qualitative research methods for the social sciences (8ª ed.). Upper Saddle River, NJ: Pearson.
Berkery, E., Morley, M. y Tiernan, S. (2013). Beyond gender role stereotypes and requisite managerial characteristics: from communal to androgynous, the changing views of women. Gender in Management: An International Journal, 28(5), 278-298. Recuperado de https://bit.ly/2XXjKZz
Boni, F. (2002). Framing media masculinities. European Journal of Communication, 17, 465–478. https://doi.org/10.1177/02673231020170040401
Canape, C. (1985). Refashioning the male marketplace. Marketing & Media Decisions, 20, 84–88. https://doi.org/10.1177/019685999001400106
Conde Nast Media Kit. (2017). [online] Recuperado de https://bit.ly/2KxBBDn
Crewe, B. (2002). Consuming men: Producing loaded. En S. Miles, A. Anderson,A. y K. Meethan (Eds.), The changing consumer: Markets and meanings (pp. 41-55). New York: Routledge.
Cutler, K. (2007). Multiple masculinities? A content analysis of men in the print media. Master of Sociology. Washington State University.
Dotso, E. W. (1999). Behold the Man: The Hype and Selling of Male Beauty in Media Culture. New York: The Haworth Press.
Emig, R. (2000). Queering the Straights: Straightening Queers: Commodified Sexualities and Hegemonic Masculinity. En R. West y F. Lay (Eds.), Subverting Masculinity (pp. 207-226). Amsterdam: Editions Rodopi B.V.
Flocker, M. (2003). The Metrosexual Guide to Style: A Handbook for the Modern Man. Boston, MA: Da Capo Press.
Ford, J. B., Voli, P. K., Honeycutt Jr, E. D. y Casey, S. L. (1998). Gender role portrayals in Japanese advertising: A magazine content analysis. Journal of Advertising, 27(1), 113-124. https://10.1080/00913367.1998.10673546
Gardiner, J. K. (2002). Masculinity Studies & Feminist Theory: New Directions. New York: Columbia University Press.
Gentry, J. y Harrison, R. (2010). Is advertising a barrier to male movement toward gender change?, Marketing Theory, 10(1), 74-96. https://10.1177/1470593109355246
Goffman, E. (1979). Gender advertisements. Cambridge, MA: Harvard University Press.
Gotting, P. (11 de marzo de 2003). Rise of the metrosexual. The Age. Recuperado de https://bit.ly/3oamdL3
Hall, S. (1997). The Work of Representation. En S. Hall (Ed.), Representation: Cultural Representations and Signifying Practices (pp. 13-74). London, UK: Sage.
Hood, M. (2003). Straight Style; 'Metrosexuals' Prove that Gay Men Have No Monopoly on Looking Good. The Columbus Dispatch. En T. Reichart y J. Lambiase (Eds.), Sex in Advertising: Perspectives on the Erotic Appeal. London: Routledge
Jackson, P., Stevenso, N. y Brooks, K. (2001). Making Sense of Men’s Magazines. Cambridge, MA: Polity.
Kacen, J. J. (2000). Girl power and boy nature: the past, present, and paradisal future of consumer gender identity. Marketing Intelligence & Planning, 18(6/7), 345-355. https://doi.org/10.1108/02634500010348932
Kimmel, M. S. (2005). The Gender of Desire. Albany, NY: State University of New York Press.
Knutson, M. y Waldner, M. (2017). Reshaping the man in the mirror: The effects of challenging stereotypical male portrayals in advertising (Bachelor of Science thesis, Stockholm School of Economics).
Lay, T. (2018). The Construction of Gender in Contemporary Magazine Advertisements. The University of Ottawa, Research Paper. Recuperado de https://ruor.uottawa.ca/handle/10393/36940
Leader, C. (2019). Dadvertising: Representations of fatherhood in Procter & Gamble’s Tide commercials. Communication, Culture & Critique, 12, 72–89.
Larsen, P. (4 de enero de 2004). Make Room for the Metrosexual. Sarasota Herald-Tribune.
Leiss, W., Kilne, S., Jhally, S. y Boterill, J. (2005). Social communication in Advertising: Consumption in the Mediated Marketplace (3ª ed.). New York: Routledge.
Lempert, P. (2004), Metrosexuals at the market, Progressive Grocer, 83(12) 10-26. Recuperado de https://bit.ly/2LOCVCp
Mager, J. y Helgeson, J. G. (2011). Fifty years of advertising images: Some changing perspectives on role portrayals along with enduring consistencies. Sex Roles, 64(3-4), 238-252. Recuperado de https://bit.ly/3o6jjXj
Mason, M. (2003). A Content Analysis of the Portrayal of Men in Advertising: Gentleman's Quarterly 1985-2000. Rochester Institute of Technology.
Medina, A. (2011). La imagen del niño en los spots televisivos. Doctorado. Universidad de Málaga.
Méndiz, A. (2005). La juventud en la publicidad. En C. Naval y Ch. Sádaba (Coords.), Jóvenes y Medios de Comunicación. Revista de Estudios de juventud, 68, 104-115. Recuperado de https://bit.ly/39Vytdg
Messner, M. (2000). Becoming 100% Straight. En M. Baca Zinn, P. Hondagneu-Sotelo y M. A. Messner (Eds.), Gender Through the Prism of Difference. Needham Heights, MA: Allyn & Bacon.
Miller, T. (2005). A Metrosexual Eye on the Queer Guy. Journal of Lesbian and Gay Studies, 11(1), 112-117. https://:10.1215/10642684-11-1-112
Mirchandani, R. P. (22 de abril de 2004). Mano a Mano; Metrosexuals are the Modem Girl's 'Mister Right'. Boston Herald.
Nixon, S. (1996) Hard looks: Masculinities, spectatorship and contemporary consumption. New York: St Martin’s Press.
Peitsch, E. (2004). Making over masculinity: the metrosexual and the rise of the style-conscious male (Graduate Thesis). McGill University, Montreal. Recuperado de https://escholarship.mcgill.ca/concern/theses/m326m227s
Pringle, R. (2005). Masculinities, sport, and power: A critical comparison of Gramscian and Foucauldian inspired theoretical tools. Journal of Sport and Social Issues, 29, 256–278. https://doi.org/10.1177/0193723505276228
Riff, D., Lacy, S. y Fico, F. (2014). Analyzing media messages: Using quantitative content analysis in research. London: Routledge.
Rohlinger, D. (2002). Eroticizing Men: Cultural Influences on Advertising and Male Objectification. Sex Roles, 46(3/4): 61-74. https://10.1023/A:1016575909173
Salzman, M., Matathia, I. y O’Reilly, A. (2005), The Future of Men. Basingstoke: Palgrave Macmillan
Schroeder, J. y Zwick, D. (2004). Mirrors of Masculinity: Representation and Identity in Advertising Images. Consumption Markets & Culture, 7(1), 21-52. https://doi.org/10.1080/1025386042000212383
Screti, F. (2019). Carne, carbón, y cojones. La representación de la masculinidad en anuncios suizos contemporáneos: El caso de Bell. Discurso & Sociedad, 4, 765–807.
Segal, B. y Podoshen, J. S. (2013), An examination of materialism, conspicuous consumption and gender differences. International Journal of Consumer Studies, 37(2), 189-198. https://doi.org/10.1111/j.1470-6431.2012.01099.x
Simpson, M (2004). Everyday Sociology Blog: The Metrosexual: Men and Beauty. everydaysociologyblog.com. Recuperado de https://bit.ly/3sKJ5E2
Simpson, M. (2002). Meet the metrosexual: he’s well dressed, narcissistic and bun- obsessed. But don’t call him gay. Salon. Recuperado de https://bit.ly/3bXNbDa
Simpson, M. (1994). Here Come the Mirror Men: Metrosexual Men. The Independent.
St. John, W. (22 de junio de 2003). Metrosexuals Come Out. The New York Times. Recuperado de https://cutt.ly/jR1zXPH
Taylor, L. D. (2005). All for him: Articles about sex in American lad magazines. Sex Roles, 52, 153–163. Recuperado de https://bit.ly/3p2y1jn
Vigorito, A. y Curry, T. J. (1998). Marketing Masculinity: Gender Identity and Popular Magazines. Sex Roles, 39(1/2): 135–52. Recuperado de https://bit.ly/3iveupu
Vranica, S. (2003). Marketing & Media–Advertising: Stereotypes of Women Persist in Ads; Bikinis Still Sell the Suds, As Masculine Views Reign; Agency Gender Gap Blamed. Wall Street Journal, 17, 4.
Wolin, L. D. (2003). Gender issues in Advertising—An oversight synthesis of research: 1970–2002. Journal of Advertising Research, 43(1), 111-129. https://10.1017/S0021849903030125