As I have mentioned before, mass media plays a major part in how society and men themselves, learn how to develop their identities. I have concentrated on commercials from fast food companies that target young men, however the influence of the message has a holistic effect. Terry O’Reilly, the resident expert on advertising at the CBC, weighed in on the subject. He explained that the majority of home purchases are made by the woman of the household, so, regardless if men watch these commercials as well, the commercials are hailing women. Men have come to simply and submissively accept their role portrayal, shrugging it off as being just funny. However, especially for young men, these portrayals play a large part on how they develop their identities.
I find it very interesting that purchasing power defines overall power in commercials. When it was perceived that men were EARNING the household income, the advertising targeted them. Commercials and advertisements portrayed them as powerful and confident, while the women were simple and demure. In the present, advertisers and companies realize that women are the household PURCHASERS, and have reversed their roles in their commercial narratives.
Perhaps the only way we can achieve real societal gender equality is through gender equality in advertising. But if advertisers create their narratives based on which gender holds the most purchasing power, then the whole issue resides in a paradox.
I absolutely love cooking. I wouldn’t say I’m amazing at it, but I can definitely do better than eggs on toast. Although I do a pretty mean eggs on toast too. The first week or so consisted of us eating out a fair bit, catching up with friends, wanting to try every restaurant and cafe in the area….
Since changing the focus of my thesis (or rather finding one), I’ve come to question what it is to be a man in the 21st Century. I’m old enough to remember the older male icons (James Bond, Clint Eastwood, John Wayne, etc…) and yet young enough to know of modern male role models. Let’s just say that I think that older generations male role models were much, much better than today’s role models. Although this is entirely subjective, I think that it’s still relevant to my thesis. My thesis IS about gender roles, and how they have changed to the point of men being excluded from cooking. I of course don’t mean all men, many men are good amateur cooks, some even great professional cooks. But the average guy, especially the younger ones who are just moving out on their own, have difficulty wanting to learn to cook for themselves. My thesis is about breaking that behaviour and getting young men to become more enthusiastic and involved in cooking for themselves.
The goal of my thesis is to make people eat healthier. Many attempts have been made across a large demographic of the population, however studies have found that that they are only starting to turn the tide against unhealthy eating.
The incredible media power and easy availability of fast food companies make them a very seductive and convenient option.
Love this concept, it really brings attention to an important issue in a unique and relative way. Plus, it uses food to do it…