The Strong, Heroic Male

This week we discussed male representations in our society, reflected through our television shows and cultural ideologies. These beliefs are also illustrated by our advertisements. Through Meyer’s “The O.C.” we discovered the four different types of males: hegemonic, complicit, subordinate and marginalized. The hegemonic male is the most valued in society for this is the male who is seen as strong, heroic and macho.

In Meyer’s article we saw how Ryan was an example of the hegemonic male because of his behavior and actions. When people called him “gay” he fought to prove his strength and power, in turn illustrating this is not typical homosexual behavior and so he must be straight. That is our societal norm: strong, heroic males are not straight and weak, feminine males are homosexuals. Ryan also went out of his way multiple times to be a hero and rescue Marissa or Seth from difficult situations. Again, reinforcing the fact that his power, control and heroic masculine abilities let nothing stand in his way. This is how our heterosexual male is supposed to act in our society for this is how we define him.

Advertisements like this one for Versace underwear reinforce this ideology. The man is strong, fit and active. His face portrays one of anger or defense. His fists are held in a boxing position. Versace used the idea of the hegemonic male to sell this underwear. It is not made for skinny, defenseless men, instead it is made for the “heroes” of our society- the men who are not afraid to fight.

Another advertisement like this Izod one illustrates the idea of protection. The female turns to the large, masculine male for comfort and safety. Again, this reflects the same idea as in The O.C. Whenever Marissa needed someone Ryan was always there, putting himself in danger just to prove he was masculine and strong enough to take care of any woman. Multiple times Marissa was shown as the weak character while Ryan was shown as the savior.

Lastly, this Bavaria ad shows a man on a beach grilling an octopus. The bubble above him features the battle he had with the octopus right before he decided it would be his dinner. He is shown drinking the beer, his chest swollen with pride and his six pack glistening in the light. This illustrates the idea that men must put themselves in dangerous situations just to prove their strength and power- in turn a parallel to their masculinity. This man had to dive into the ocean and fight an octopus just so he could then enjoy a nice sip of Bavaria. It shows that he earned this beer, through his masculine efforts and dangerous pursuit.

Overall through television, advertisements and other media representations our society defines the best male as one who possesses strength, a desire for adventure and an ability to fight to the death. This is not an accurate portrayal of men in our society for everyone is different and has different talents and views on life; yet, our media and society has defined this as the best type of male and in turn this is the picture many men want to live up to.