Question

1. How, according to John Fiske, is television programming gendered? 2 Why is male camaraderie such a common motif in "men's men" advertising. according to Craig? 3. What roles do women tend to play in the two types of commercials aimed at men? What roles do men tend to play in the two types of commercials aimed at women? 4. Why does Craig believe that "a threat to patriarchy is an economic threat" (para. 30)?

Answer 1

1. How, according to John Fiske, is television programming gendered?
According to John Fiske, advertisers appeal to the needs of their target audiences. Television producers base their program lineup on whether they’re appealing to the male or female gender. Depending on which audience they’re attempting to reach out to is how the schedulers and producers will set up their programming and then they will consider the needs of their clients being the target audience.

2. Why is male camaraderie such a common motif in “men’s men” advertising, according to Craig?
Male camaraderie is an escape from the overpowering of feminization and provides men with the time to spend with each other bonding over such things as sports, beer and cars which is what the advertisers see as a way to connect with men in their commercials. If they provide the fantasy of male camaraderie with their products during a commercial that is being shown during a general male television program that one usually watches with other males, the man might see the product as appealing to him because it relates to what he likes to do, which includes having fun with his buddies/ male comrades.

3. What roles do women tend to play in the two types of commercials aimed at men? What roles do men tend to play in the two types of commercials aimed at women?
In a “men’s men” commercial, women aren’t usually seen much unless they’re their as a sexual object of affection that is used to persuade the man that if he uses this particular product the “sexy” woman will want him.
In a “men’s women” commercial, a women is usually only seen as once again part of the male sexual fantasy in which he only sees her as a sexual object of affection that generally doesn’t require much commitment or stability.
In a “women’s women” advertisement, the role of the man is seen as the object of affection as well, whereas it is pointed out that the woman is seeking the man in the advertisement’s approval and may only receive it by using this product.
In a “women’s men” advertisement the man is seen as every woman’s perfect fantasy man; romantic, sexy, strong, etc. The commercial’s objective is to use the “perfect man” to persuade the woman into thinking that by using this product, she will also attract this type of “perfect man” and they will live to have a wonderful romance just like the one in the commercial.

4. Why does Craig believe that “ a threat to patriarchy is an economic threat”?
According to the article, he believes that if the role of women were to change, not only will society’s views and opinions begin to change, but things in the world will begin to change. The industries based on fashion, cars, sports, cosmetics, and a lot more will no longer have much to run off of because these things will become useless to many. These industries base their entire products off of the gender roles taken place in the world and if things were to change, these industries may take a turn for the worst, therefore making a huge dent in economic structure.