The perceived differences in masculinity and femininity are as relevant in social interactional contexts as they are in media and advertising. The media uses many preconceived and stereotypical means of reinforcing strict rules of masculinity and femininity in society. One specific concept, hegemonic masculinity, is an historically embedded term that helps define a specific type of masculinity that is superior over all others. It is characterized by the perception that males must dominate others males and subordinate women.
This hegemonic masculinity is displayed ubiquitously throughout many beer commercials. One specific commercial that reveals this is for Bavaria Beer. The commercial shows a man on a beach pulling a Bavaria Beer out of an ice bucket and simultaneously, a scantily clad woman emerges from the water. All ensuing moves the man makes with his beer bottle, the female mirrors with her actions. It's as if the beer bottle is acting as a sort of 'voodoo doll' for the woman. He is, in a sense, controlling her actions.
Viewing this commercial through a larger societal lens reveals deeply embedded norms of masculinity and femininity. We are told that women should be focused on their physical appearances and that men occupy a dominant role, often subordinating women. This concept is undermined and belittled through such advertising schemes as beer commercials. We are told over and over again, no only though beer commercials but from countless other societal facets, that masculinity is defined one way, and that femininity is defined another way. And if we do not prescribe to these roles and pursue the actions expected of us we are breaking unspoken laws that have serious consequences in soceity.
Bavaria Beer link: http://www.youtube.com/watch?v=v9oYYoQlIdE
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