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Sociology

Teaching resources & approaches

Modern Masculinity

Sarah Best

11th February 2020

In this video from The Guardian, journalist Iman Amrani explores how men are portrayed in advertising and the media.

She discovers that over the past 20 years many advertising campaigns that target women such as beauty and fashion have helped change the perception of women in that there is not one 'type of women'. Meanwhile, marketing campaigns aimed at men have not received the same type of transformation with many adverts focusing on aspects like six packs and success (often in the form of money and ownership of objects such as cars).

This video would be useful for Theory and Methods (gender), Culture and Identity (stereotype, culture) and The Media (marketing, advertising, gender).

Sarah Best

Sarah is a passionate full-time Head of Sociology and Psychology and has worked in a variety in schools in the UK, and she is currently working in a British international school. She is keen to develop and boost the profile of both subjects.

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Boston Spa,
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Tel: +44 0844 800 0085

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