Restructuring Heterosexism - What is Hegemonic Masculinity?

Let's jump right in. 

In culturally diverse societies, everyday practices and shared beliefs provide the foundation for complex system of domination. So who sets up these systems of oppression? And the latter of that question is, who reinforces these societal standards? The answer is, of course, all of us.

I could very easily blame all of my problems on the proverbial "Patriarchy" because let's face it - they're to blame. But since this blog is focused on bringing light to tangible oppression I'm just going to skip voicing my internal feminist rant this week. Chances are, I'll end up there anyway. 

http://giphy.com/gifs/disney-cartoon-tv-show-Otu4kaNHJgrqo

I would define Hegemonic Masculinity as the institutionalized (the systematic mistreatment of people within a social identity group, supported and enforced by the society and its institutions that control it) dominance of a specific gender expression over another. 

In this context I am referring to the stereotypical heteronormative masculine scripts we are force fed through mainstream media which often marginalize, dehumanize or erase any form of gender expression who does not fit this norm. 

Don't believe me? Well then let's look at what the kids are watching, or should I say what the kids are learning. 

Take for instant the cartoon Johnny Bravo. JB was on air from 1997-2004 and chronicled the misadventures of a dumb blond egomaniac who is constantly deluded by his own manliness. The character of Johnny Bravo, crated by Van Partible, presents as a sex-crazed narcissist who the audience is supposed to sympathize with because consistently none of the women he tries to impress are interested in him. How tragic.  


On the pilot episode, Johnny is seen flexing and posing in an attempt to attract women. He is approached by a little girl, which he then immediately dismisses her presence because there is "too much of a generation gap between them." 54 seconds in and there is already an unnecessary sexing of a child's body. Swoon.

If you continue to watch this train-wreck of a show, not even ten seconds later JB grabs a women walking and non-consensually kisses her. 

AT 1:38 JB is seen fighting a crocodile (arguable an alligator, one cannot be too sure) and says "Get off of me you son of a handbag." After the absurdity of this line I had a hard time finishing the episode. 

If you continue to watch the remainder of the pilot, which is rittled with overt displays of sexism and harassment, one could conclude that this show is absolute garbage. Not only does this show's rhetoric reinforce hyper masculinity as a standard for men, it also provides an introspectively lens into the gross misconduct and inappropriate nature of men's expectations for sex. And all of these images and message are being directed towards children? GROSS.

http://giphy.com/gifs/gross-reaction-disgusted-jzxe1oViQCmiY

According to the True Child Institute in 2009, 15% of the characters on Saturday morning cartoon shows were female. Of those, the institute pointed out that almost all representations of women were stereotypes, often portrayed as romantic, frail and concerned about their appearance. A study in Media Psychology revealed that cartoon-dominated children's TV shows presented male characters as "more likely than female characters to answer questions, boss or order others, show ingenuity and achieve a goal." 

It is important to be cognizant of the message that are being presented in children's media because they create cultural mainstays, reinforce social norms and are re-articulation of dominant ideology. So you're probably thinking. "Kendall what can we do? How do we combat this?"
Simple. Do not give this kind of media any power. Do not engage with it, unless in a critical forum and allow for your efforts as a conscious media consumer to make shows/music/etc of this nature lose ratings and eventually go off air. Easier said than done, but if you commit to making sure that overtly sexist and heternormative media do not become a standard you accept, you will begin to restructure your ideology about how hegemonic oppression's influence. 

http://giphy.com/gifs/woman-ghost-potions-v5TqTaXdwZ72M

- K