Title: Approaching masculinity in Dolce & Gabbana advertising : a visual critical discourse analysis
Source document: Brno studies in English. 2023, vol. 49, iss. 1, pp. 33-53
Extent
33-53
-
ISSN0524-6881 (print)1805-0867 (online)
Persistent identifier (DOI): https://doi.org/10.5817/BSE2023-1-2
Stable URL (handle): https://hdl.handle.net/11222.digilib/digilib.78897
Type: Article
Language
License: CC BY-NC-ND 4.0 International
Rights access
open access
Notice: These citations are automatically created and might not follow citation rules properly.
Abstract(s)
Different models of masculinity have been introduced in society and, consequently, in discourse in the last decades. This article will approach the portrayal of masculinity in a sample of Dolce & Gabbana advertisements published in their newsletter from 1 January 2016 until 1 January 2021. The main objectives of this article are the following: 1) to deconstruct the main visual strategies used by Dolce & Gabbana to represent men in its newsletter; and 2) to characterize the main types of men's representation as social actors, in order to observe and systematize the predominant models of masculinity.
The analysis will be done taking into consideration the model of visual social actors proposed by van Leeuwen (2008) and visual grammar (Kress & van Leeuwen, 2021), in order to deconstruct the main characteristics of the visuals and to observe how masculinity is portrayed from the visual point of view. The findings indicate that the predominant model is connected with classical masculinity although there are texts in which other types of masculinities are presented.
The analysis will be done taking into consideration the model of visual social actors proposed by van Leeuwen (2008) and visual grammar (Kress & van Leeuwen, 2021), in order to deconstruct the main characteristics of the visuals and to observe how masculinity is portrayed from the visual point of view. The findings indicate that the predominant model is connected with classical masculinity although there are texts in which other types of masculinities are presented.
References
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[37] Hooper, Charlotte (2000) Masculinities in transition: the case of globalization. In: Marchand, Marianne and Anne Sisson Runyan (eds.) Gender and Global Restructuring. London: Routledge, 59–73.
[38] Howson, Richard (2006) Challenging Hegemonic Masculinity. London and New York: Routledge.
[39] Jule, Allyson (2008) A Beginner's Guide to Language and Gender. Clevelon: Allyson Jule.
[40] Khalid, Marya and Mirza Muhammad Zubair Baig (2016) Patriarchal consumerism: Critical discourse analysis of Pakistani gendered TVCs. Language in India 16 (8), 59–67.
[41] Kress, Gunter and Theo van Leeuwen (2021) Reading Images: The Grammar of Visual Design. 3rd ed. New York: Routledge.
[42] Knudsen, Gry Høngsmark and Lars Pynt Andersen (2020) Changing masculinity, one ad at a time. Westminster Papers in Communication and Culture 15 (2), 63–78. https://doi.org/10.16997/wpcc.382
[43] Lang, James, A. Greig and Raewyn Connell (2008) The Role of Men and Boys in Achieving Gender Equality. 'Women 2000 and beyond' series. New York: United Nations Division for the Advancement of Women/Department of Economic and Social Affairs.
[44] Levant, Ronald F., Rosalie J. Hall and Thomas J. Ranking (2013) Male role norms inventory–short form (MRNI-SF): Development, confirmatory factor analytic investigation of structure, and measurement invariance across gender. Journal of Counseling Psychology 60, 228–238. https://doi.org/10.1037/a0031545.
[45] MacKinnon, Kenneth (2003) Representing Men: Maleness and Masculinity in Media. New York: Oxford University Press.
[46] Maltz, Daniel N. and Ruth A. Borker (2011) A cultural approach to male-female miscommunication. In: Coates, Jennifer and Pia Pichler (eds.) Language and Gender: A Reader. Oxford: Blackwell, 487–502.
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[51] Norocel Ov Christian, Tuija Saresma, Tuuli Lähdesmäki and Maria Ruotsalainen (2020) Discursive constructions of white Nordic masculinities in right-wing populist media. Men and Masculinities 23 (3–4), 425–446. https://doi.org/10.1177/1097184X18780459
[52] Parent, Mike C. and Boanni Moradi (2009) Confirmatory factor analysis of the conformity to masculine norms inventory and development of the conformity to masculine norms inventory. Psychology of Men & Masculinity 10, 175–189. https://doi.org/10.1037
[53] Pietrzak-Franger, Monika (2007) The Male Body and Masculinity: Representations of Men in British Visual Culture of the 1990s. Trier: WVT.
[54] Pinto Coelho, Zara and Silvana Mota-Ribeiro (2014) Discourses of heterosexuality in women's magazines' ads: Visual realizations and their ideological underpinnings. Observatorio (OBS*) Journal 8 (2), 17–43.
[55] Portell, David and Cristina Pulido (2012) Communicative acts which promote new masculinities. Overcoming hegemonic masculinity in the workplace and school. Masculinities and Social Change 1 (1), 61–80. https://doi.org/10.4471/MCS.2012.04
[56] Reynolds, Kimberley (2002) Come lads and ladettes: Gendering bodies and gendering behaviors. In: Stephens, John (ed.) Ways of Being Male. New York: Routledge, 96–115.
[57] Riso, Walter (2008) La Afectividad Masculina. Barcelona: Planeta.
[58] Rodríguez Cruz Manjarrez, Lenica and Pilar Albertín Carbó (2021) Configuraciones y autorepresentacionesdigitales de género y masculinidad en Tinder. Global Media Journal México 18 (34), 229–251. https://doi.org/10.29105/gmjmx18.34-11
[59] Ross, Karen (ed.) (2012) The Handbook of Gender, Sex, and Media. Oxford: Wiley-Blackwell.
[60] Schongut, Nicolas (2012) La construcción social de la masculinidad: poder, hegemonía y violencia. Psicología, Conocimiento y Sociedad 2 (2), 27–65.
[61] Seidler, Victor J. (2006) Transforming Masculinities. Men, Cultures, Bodies, Power, Sex and Love. London and New York: Routledge.
[62] Swann, Joan (2011) Talk control: An illustration from the classroom of problems in analysing male dominance of conversation. In: Coates, Jennifer and Pia Pichler (eds.) Language and Gender: A Reader. Oxford: Blackwell, 161–170.
[63] Talbot, Mary (2010) Language and Gender. 2nd ed. Cambridge: Polity Press.
[64] Van Dijk, Teun A. (2009) Discurso y Poder. Translated by Alcira Bixio. Barcelona: Gedisa.
[65] van Leeuwen, Theo (2008) Discourse and Practice. New Tools for Critical Discourse Analysis. Oxford: Oxford University Press.
[66] van Leeuwen, Theo (2009) Critical discourse analysis. In: Renkema, Jan (ed.) Discourse, of Course. An Overview of Research in Discourse Studies. Amsterdam and Philadelphia: John Benjamins, 277–292.
[67] Wareing, Shân (2004) Language and gender. In: Thomas, Linda, Shân Wareing, Ishtla Singh, Jean Stilwell Peccei, Joanna Thornborrow and Jason Jones (eds.) Language, Society and Power. An Introduction. 2nd ed. London/ New York: Routledge, 75–92.
[68] Whitehead, Stephen M. and Frank J. Barrett (2001) The sociology of masculinity. In: Whitehead, Stephen M. and Frank J. Barrett (eds.) The Masculinities Reader. Cambridge and Maldon: Polity Press, 1–26.
[69] Wisneski, Kirsten (2007) Maximizing Masculinity: A Textual Analysis of Maxim Magazine. Masters Theses 1896 - February 2014. Paper 53. http://scholarworks.umass.edu/theses/53
[70] Wodak, Ruth (2015) Gender and language: Cultural concerns". In: Wright, James D. (ed.) International Encyclopedia of the Social & Behavioral Sciences, 2nd ed. Vol 9. Oxford: Elsevier, 698–703.
[71] Wodak, Ruth and Paul Chilton (eds.) (2005) A New Agenda in (Critical) Discourse Analysis. Amsterdam and Philadelphia: John Benjamins.
[72] Wodak, Ruth and Michael Meyer (eds.) (2009) Methods of Critical Discourse Analysis. London: Sage Publications.
[73] Zhang, Xingkui. (2010) Studies of Men and Masculinities in Contemporary China. PhD thesis. Faculty of Education and Social Work, University of Sydney.
[2] Anderson, Eric and Rhidian McGuire (2010) Inclusive masculinity. Theory and the gendered politics of men's rugby. Journal of Gender Studies 19 (3), 249–261.
[3] Alsop, Rachel, Annette Fitzsimons and Kathleen Lennon (2002) Theorizing Gender: An Introduction. Cambridge: Polity Press.
[4] Attwood, Feona (2005) 'Tits and ass and porn and fighting': Male heterosexuality in magazines for men. International Journal of Cultural Studies 8 (1), 83–100.
[5] Blanco-Herrero, David, Laura Rodríguez-Contreras and Begoña Gutiérrez-San- Miguel (2021) New forms of masculinity in Western films: The end of the Marlboro Man? Communication & Society 34 (2), 1–14.
[6] Borkowska, Katarzyna (2020) Approaches to studying masculinity: A nonlinear perspective of theoretical paradigms. Men and Masculinities 23 (3–4), 409-424. https://doi.org/10.1177/1097184X18768376
[7] Bourdieu, Pierre (1998) La Domination Masculine. Paris: Editions de Seuil.
[8] Brooks, Dwight E. and Lisa P. Hebert (2006) Gender, race and media representation. In: Dow, Bonnie J. and Julia T. Wood (eds.) The Sage Handbook of Gender and Communication. London: Sage Publications, 297–317.
[9] Buonanno, Milly (2014) Gender and media studies: progress and challenge in a vibrant research field. Anàlisi. Quaderns de Comunicació i Cultura 50, 5–25. http://dx.doi.org/10.7238/a.v0i50.2315
[10] Butler, Judith (1999) Gender Trouble. Feminism and the Subversion of Identity. London and New York: Routledge.
[11] Butler, Judith (2004) Undoing Gender. New York: Routledge.
[12] Cameron, Deborah (2011) Performing gender identity: Young men's talk and the construction of heterosexual masculinity. In: Coates, Jennifer and Pia Pichler (eds.) Language and Gender: A Reader. Oxford: Blackwell, 250–262.
[13] Conradie, Marthinus (2011) Masculine sexuality: A critical discourse analysis of FHM. Southern African Linguistics and Applied Language Studies 29 (2), 167–185.
[14] Connell, Raewyn W. (2001) The social organization of masculinity. In: Whitehead, Stephen M. and Frank J. Barrett (eds.) The Masculinities Reader. Cambridge/Maldon: Polity Press, 30–50.
[15] Connell, Raewyn W. (2005a) Masculinities. 2nd ed. Sydney: Allen & Unwin.
[16] Connell, Raewyn W. (2005b) Hegemonic masculinity: Rethinking the concept. Gender and Society 19 (6), 829–859.
[17] Connell, Raewyn W. (2012) Masculinity research and global change. Masculinities and Social Change 1 (1), 4–18. https://doi.org/10.4471/MCS.2012.01
[18] Connell, Raewyn W. and Julian Wood (2005) Globalization and business masculinities. Men and Masculinities 7 (4), 347–364. https://doi.org/10.1177/1097184x03260969
[19] Connell, Raewyn W. and James W. Messerschmidt, J.W. (2005) Hegemonic masculinity: Rethinking the concept. Gender and Society 19, 829–859. https://doi.org/10.1177/0891243205278639.
[20] Coulter, Rebecca (2003) Boys doing good: Young men and gender ekvity. Educational Review 55 (2), 135–145.
[21] Danilina, Elena A., Ekaterina E. Kizyan and Daria S. Maksimova (2019) Euphemisms in advertising discourse: Putting on a positive face and maintaining speech etiquette. Training, Language and Culture 3 (1), 8–22. https://doi.org/10.29366/2019tlc.3.1.1
[22] Del Saz Rubio, Milagros (2018) A multimodal approach to the analysis of gender stereotypes in contemporary British tv commercials: "women and men at work". Poznań Studies in Contemporary Linguistics 54 (2), 185–221. https://doi.org/10.1515/psicl-2018-0008.
[23] Dennis, Jeffery P. (2012) Men, masculinities and the cave man. In: Ross, Karen (ed.) The Handbook of Gender, Sex, and Media. Oxford: Wiley-Blackwell, 107–117.
[24] Draper, James Jr. (2012) Negotiating the "Lavender Whiff": Gay and straight masculinities in men's lifestyle magazines, 1990-2010. Doctoral Dissertation. University of Michigan.
[25] Duffy, Dee (2014) The Gender Continuum: Analysing constructions of masculinity across the situational contexts of consumption and leisure practices. Competitive paper presented at 12th Conference on Gender, Marketing and Consumer Behavior (Gender ACR). Aalto University, Helsinki, Finland, 24-26 June 2014.
[26] Eisend, Martin (2019) Gender Roles. Journal of Advertising 48, 72–80. https://doi.org/101080/00913367.2019.1566103
[27] Elyamany, Nashwa (2018) A multimodal analysis of the representation of hegemonic masculinity and hegemonic femininity on Men's Health and Women's Health cover pages. Anàlisi. Quaderns de Comunicació i Cultura 59, 51–76. https://doi.org/10.5565/rev/analisi.3146
[28] Fairclough, Norman (2002) Language and Power. 2nd ed. London: Macmillan.
[29] Fitzgerald, Brigid and Lynne Young (2006) The Power of Language: How Discourse Influences Society. London: Equinox Publishers.
[30] Giaccardi, Soraya, L. Monique Ward, Rita C. Seabrook, Adriana Manago and Julia Lippman (2016) Media and modern manhood: Testing associations between media consumption and young men's acceptance of traditional gender ideologies. Sex Roles 75, 151–163. https://doi.org/10.1007/s11199-016-0588-z
[31] Gramsci, Antonio (1971) Selections from the prison notebooks of Antonio Gramsci. In: Hoare, Quintin and Geoffrey Nowell Smith (eds.). London: Lawrence Wishart.
[32] Griffith, Derek M. (2012) Measuring masculinity in research on men of color: Findings and future directions. American Journal of Public Health 102 (2), 187–194.
[33] Groes-Green, Christian (2009) Hegemonic and subordinated masculinities: Class, violence and sexual performance among young Mozambican men. Nordic Journal of African Studies 18 (4), 286–304.
[34] Hackley, Chris and Rungpaka A. Hackley (2017) Advertising and Promotion. London: Sage.
[35] Halliday, Michael A.K. and Christian M.I.M. Matthiessen (2014) An Introduction to Functional Grammar. 4th ed London: Arnold.
[36] Harper, Helen (2007) Studying masculinity(ies) in books about girls. Canadian Journal of Education 30 (2), 508–530.
[37] Hooper, Charlotte (2000) Masculinities in transition: the case of globalization. In: Marchand, Marianne and Anne Sisson Runyan (eds.) Gender and Global Restructuring. London: Routledge, 59–73.
[38] Howson, Richard (2006) Challenging Hegemonic Masculinity. London and New York: Routledge.
[39] Jule, Allyson (2008) A Beginner's Guide to Language and Gender. Clevelon: Allyson Jule.
[40] Khalid, Marya and Mirza Muhammad Zubair Baig (2016) Patriarchal consumerism: Critical discourse analysis of Pakistani gendered TVCs. Language in India 16 (8), 59–67.
[41] Kress, Gunter and Theo van Leeuwen (2021) Reading Images: The Grammar of Visual Design. 3rd ed. New York: Routledge.
[42] Knudsen, Gry Høngsmark and Lars Pynt Andersen (2020) Changing masculinity, one ad at a time. Westminster Papers in Communication and Culture 15 (2), 63–78. https://doi.org/10.16997/wpcc.382
[43] Lang, James, A. Greig and Raewyn Connell (2008) The Role of Men and Boys in Achieving Gender Equality. 'Women 2000 and beyond' series. New York: United Nations Division for the Advancement of Women/Department of Economic and Social Affairs.
[44] Levant, Ronald F., Rosalie J. Hall and Thomas J. Ranking (2013) Male role norms inventory–short form (MRNI-SF): Development, confirmatory factor analytic investigation of structure, and measurement invariance across gender. Journal of Counseling Psychology 60, 228–238. https://doi.org/10.1037/a0031545.
[45] MacKinnon, Kenneth (2003) Representing Men: Maleness and Masculinity in Media. New York: Oxford University Press.
[46] Maltz, Daniel N. and Ruth A. Borker (2011) A cultural approach to male-female miscommunication. In: Coates, Jennifer and Pia Pichler (eds.) Language and Gender: A Reader. Oxford: Blackwell, 487–502.
[47] Mankayi, Nyameka (2008) Masculinity, sexuality and the body of male soldiers. PINS 36, 24–44.
[48] Mishra, Indira (2013) Masculinity and advertisements: the case of Nepal television. Crossing the Border: International Journal of Interdisciplinary Studies 1 (1), 1–10.
[49] Montes, Antonia (2021) Gender stereotyping andretro-sexism in advertising discourse from a postfeminist perspective. Feminismo/s 38, 177–202. Women, Sexual Identity and Language [Monographic dossier]. I. Balteiro (Coord.). https://doi.org/10.14198/fem.2021.38.07
[50] Nilsson, Bo and Anna Sofia Lundgren (2021) The #MeToo Movement: Men and Masculinity in Swedish News Media. Journal of Men's Studies 29 (1), 8–25. https://doi.org/10.1177/1060826520913613
[51] Norocel Ov Christian, Tuija Saresma, Tuuli Lähdesmäki and Maria Ruotsalainen (2020) Discursive constructions of white Nordic masculinities in right-wing populist media. Men and Masculinities 23 (3–4), 425–446. https://doi.org/10.1177/1097184X18780459
[52] Parent, Mike C. and Boanni Moradi (2009) Confirmatory factor analysis of the conformity to masculine norms inventory and development of the conformity to masculine norms inventory. Psychology of Men & Masculinity 10, 175–189. https://doi.org/10.1037
[53] Pietrzak-Franger, Monika (2007) The Male Body and Masculinity: Representations of Men in British Visual Culture of the 1990s. Trier: WVT.
[54] Pinto Coelho, Zara and Silvana Mota-Ribeiro (2014) Discourses of heterosexuality in women's magazines' ads: Visual realizations and their ideological underpinnings. Observatorio (OBS*) Journal 8 (2), 17–43.
[55] Portell, David and Cristina Pulido (2012) Communicative acts which promote new masculinities. Overcoming hegemonic masculinity in the workplace and school. Masculinities and Social Change 1 (1), 61–80. https://doi.org/10.4471/MCS.2012.04
[56] Reynolds, Kimberley (2002) Come lads and ladettes: Gendering bodies and gendering behaviors. In: Stephens, John (ed.) Ways of Being Male. New York: Routledge, 96–115.
[57] Riso, Walter (2008) La Afectividad Masculina. Barcelona: Planeta.
[58] Rodríguez Cruz Manjarrez, Lenica and Pilar Albertín Carbó (2021) Configuraciones y autorepresentacionesdigitales de género y masculinidad en Tinder. Global Media Journal México 18 (34), 229–251. https://doi.org/10.29105/gmjmx18.34-11
[59] Ross, Karen (ed.) (2012) The Handbook of Gender, Sex, and Media. Oxford: Wiley-Blackwell.
[60] Schongut, Nicolas (2012) La construcción social de la masculinidad: poder, hegemonía y violencia. Psicología, Conocimiento y Sociedad 2 (2), 27–65.
[61] Seidler, Victor J. (2006) Transforming Masculinities. Men, Cultures, Bodies, Power, Sex and Love. London and New York: Routledge.
[62] Swann, Joan (2011) Talk control: An illustration from the classroom of problems in analysing male dominance of conversation. In: Coates, Jennifer and Pia Pichler (eds.) Language and Gender: A Reader. Oxford: Blackwell, 161–170.
[63] Talbot, Mary (2010) Language and Gender. 2nd ed. Cambridge: Polity Press.
[64] Van Dijk, Teun A. (2009) Discurso y Poder. Translated by Alcira Bixio. Barcelona: Gedisa.
[65] van Leeuwen, Theo (2008) Discourse and Practice. New Tools for Critical Discourse Analysis. Oxford: Oxford University Press.
[66] van Leeuwen, Theo (2009) Critical discourse analysis. In: Renkema, Jan (ed.) Discourse, of Course. An Overview of Research in Discourse Studies. Amsterdam and Philadelphia: John Benjamins, 277–292.
[67] Wareing, Shân (2004) Language and gender. In: Thomas, Linda, Shân Wareing, Ishtla Singh, Jean Stilwell Peccei, Joanna Thornborrow and Jason Jones (eds.) Language, Society and Power. An Introduction. 2nd ed. London/ New York: Routledge, 75–92.
[68] Whitehead, Stephen M. and Frank J. Barrett (2001) The sociology of masculinity. In: Whitehead, Stephen M. and Frank J. Barrett (eds.) The Masculinities Reader. Cambridge and Maldon: Polity Press, 1–26.
[69] Wisneski, Kirsten (2007) Maximizing Masculinity: A Textual Analysis of Maxim Magazine. Masters Theses 1896 - February 2014. Paper 53. http://scholarworks.umass.edu/theses/53
[70] Wodak, Ruth (2015) Gender and language: Cultural concerns". In: Wright, James D. (ed.) International Encyclopedia of the Social & Behavioral Sciences, 2nd ed. Vol 9. Oxford: Elsevier, 698–703.
[71] Wodak, Ruth and Paul Chilton (eds.) (2005) A New Agenda in (Critical) Discourse Analysis. Amsterdam and Philadelphia: John Benjamins.
[72] Wodak, Ruth and Michael Meyer (eds.) (2009) Methods of Critical Discourse Analysis. London: Sage Publications.
[73] Zhang, Xingkui. (2010) Studies of Men and Masculinities in Contemporary China. PhD thesis. Faculty of Education and Social Work, University of Sydney.