Week 6: Masculinity as specifically sexualized

 We all know that white, upper class, heterosexual men have an advantage within our society, but there are no particular traits that create a physical/mental superiority.  Mens display of masculinity has been a characteristic that defines the power structure and keeps the patriarchal

system the way it is. By men acting like "men" or how our culture has framed a man to act the power structures naturally emerge.  By men typically being the aggressors, dominators, and the gender whose gaze is of utmost importance, the natural emergence of hierarchy becomes apparent and mainstream. But how do men learn to act like the stereotypical man?  The Media has played a large role in maintaining the the status quo.  

Dolce & Gabbana have created a branding around their products which seek to challenge the status quo. Many of the images below, are created to challenge the traditional acts of masculinity and create a world in which men are objectified by using them as the object of the female gaze. The males sole purpose in this ad campaign is to attract the female gaze and be avaible for her disposal. The females used in the ads have perceived power, but their power stems from their sexualized bodies and not other elements such as physical strength or class status.

 In the first ad the woman in the center of the picture is in complete control of her male counterparts, and they are available for her disposal. Although she has the most power in this image the fact that she is not wearing any clothing confirms that women can be in power, yet to fully utilize their potential power their "sexiness" must be apparent. 

The 2nd and 4th ad's contain only men, and plays off of similar power structures in that the mens bodies are objectified and are the basis for the power structures.  Their bodies are present to sell a product and do not hold any other value. 

The 3rd ad shows a dominating women, who has achieved high power, yet to do so has conformed to the male version of power. ie.) her clothing, pose, facial expression ect. all convey her confidence due to use of masculinity. 

The final ad speaks to male and female objectification, and reenforces gender stereotypes, and  specifically power dynamics between the sexes.  The female is being dominated by the male actors, but the males are just as objectified as she is, normalizing the otherwise crude nature of the image.  Dolce & Gabbana challenge gender stereotypes to ad shock value to their ads' but do so in a "safe haven"  by simultaneously re-enforcing the norms that we see in mainstream and therefore carried out in everyday lives.