Navigating life as a white male in our society has its
benefits, I mean lets face it “White Male Privilege” is not so much an argument
as it is a fact. This can be broken down even further to conclude that simply
being a male in America today is a “win.” So, imagine my surprise when I read a
recent research study explaining how society’s expectations for men can be just
as daunting, and damaging, to them as similar impositions can be to women.
I suppose I wasn’t alone in my astonishment, as scholar Neil
Alperstein pointed out, “only recently has the concern for the depiction of men
in advertising started to emerge.” Interestingly, the formula for the ideal man
is not that different than the one for women. According to advertisers, it just
a matter of changing out the ingredients!
For the “perfect American woman” you must include a dash of
sass, a few gallons of makeup, a good dose of submission and domesticity, and
finally a strong resistance to excessive weight or body fat of any kind.
Whereas, for the “ideal American man,” one must combine a good dose of machismo
and individualism, a dash of love for the great outdoors, a pack of six highly
visible abdominals, and finally a wild abandon for responsibility and commitment
of any kind.
Wow…seems simple! Thanks advertisers! I mean, if it’s
portrayed on T.V. then it must be the “norm,” or standard everyone should aim
for…. right?
That’s a pretty high standard for most men, I would assume.
So, I guess, I’ll have to say good luck to all those Average Joes out there. I
mean, it sucks, but I guess you’ll just have to hang out will all of us Plain
Janes, who have fallen short in regards to the “recipe for success” as well.
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