Tags: gender, emotion/desire, marketing/brands, masculinity, representation, sexism, 00 to 05 mins
Summary: This car commercial was shown during the 2010 Superbowl. The commercial pokes fun at the idea of women emasculating men. Women are depicted as nagging relatively powerless men. In the clip, men are redeemed through driving a sports car. The ad makes a clear connection between masculinity and driving fast but also represents the desires of men as antithetical to the desires of women. Therefore, this clip might be useful for demonstrating the social construction of desire as a process that works within a gender binary.
Submitted By: Lester Andrist
9/22/2010 10:35:08 pm
In his classic article, "Masculinity as Homophobia," Michael Kimmel talks explicitly about this sense of powerlessness among men. Kimmel writes that, while this feeling of powerlessness among men is "real," it is not "true" in that it doesn't account for "the social power that men continue to exert over women and the privileges from which they...continue to benefit--regardless of their experiences as wounded victims of oppressive male socialization." A video spoof of the Dodge Charger commercial nicely illustrates Kimmel's claim about the continued privileges and power men enjoy at women's expense.
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