Advertising and the construction of Violent White Masculinity: gender differences in advertising

The article "Advertising and the construction of Violent White Masculinity" points to the controversy of violence and media. It emphasizes that the mainstream debate about media and violence does not emphasis or analyze the most important aspect, namely gender. Katz states that the media illustrates a wrong image of individuals committing crime by calling them 'youth' crimes or 'kids' love. He believes however that the reason why crime is committed 90% by males is due to …

…using the advertised products will not decrease masculinity. The third point is the identification of muscularity with masculinity. Muscles are equated masculinity and power. Physical fitness becomes a major way for white men to keep their masculinity. Finally there is the notion of heroic actions being equal to violent masculinity. Movies play a very important role in illustrating this equation. One other significant point is that movies no only justify violence but also glorify violence.