Monday, 4 April 2011

Bibliography

Chapman, R & Rutherford, J (1988) Male Order: Unwrapping Masculinity: London, Lawrence and Wishart Ltd

Ross, S & Lester, P (1996) Images That Injure: Stereotypes in the Media: USA, Praeger Publishers Ltd

Gamman, L & Marshment, M (1988) The Female Gaze: Women as Veiwers of Popular Culture: London, Womens Press Ltd

Chaudhuri, s (2006) Feminist Film Theorists: London, Routledge

Modleski, T (1991) Feminism Without Women: Culture and Criticism in a "Postfeminist" Age: London, Routledge

Conclusion

Overall, In terms of the ‘new man’, I think that it is evident in the above analysis that he is an object or image used in order to sell a media product. The way that this is done means that the men has been feminised in order to be perceived as perfect, caring and passionate which is what every woman wants. The fact that women want this ‘type’ of man could suggest that more men are aiming to recreate this image so that they get as much attention as the men posing in glossy magazines, therefore they buy the product they are advertising in order to feel like the perfect ‘new man’. In terms of advertising this new form of the male has allowed companies to generate a wider audience as they both cater for men and women.
In terms of the female gaze, my portfolio shows that men have become a lot more objectified as opposed to women, who have been seen as sexual objects for years. The introduction of the ‘new man’ has in a sense allowed equality as it is both sexes that can now be portrayed as an image. The Dolce and Gabanna commercial emphasises this as the camera mainly focuses on the male body, rather than the female, showing that their roles have dramatically changed due to popular culture.