The Male Gender as a Performance in Beer Advertisements Essay

Aaron Devor in, â€Å"Becoming Members of Society: Learning the Social Meanings of Gender,† argues that gender is a performance. He supports his argument by recognizing how society rewards, tolerates or punishes conformity to or divergence from social norms (widely accepted behaviors set by society). If a male fails to fall into his expected characterization of dominance and aggression or a female fails to act out in passivity and submission, they are at high risk of societal punishment. Michael Messner and Jeffrey Montez de Oca explain that contemporary beer ads represent a desirable male lifestyle to reaffirm masculinity in a time when men are insecure. Their essay, â€Å"The Male Consumer as a Loser: Beer and Liquor Ads in Mega Sports Media†¦show more content†¦As they develop concepts of themselves as individuals they do so while observing themselves as reflected in the eyes of others. (Devor 142) Messner and Montez de Oca’s essay informs the reader of a four dominant gender themes. Two of the gender themes are losers and buddies. The â€Å"Loser† is a loner, a male who can’t or chooses to not follow the generally accepted ways of man-hood. The other theme, the â€Å"Buddies,† is the group in which a man lives in the safety of a male group who share a similar dominant masculine status (411). By comparing members of the â€Å"Losers† group and the â€Å"Buddies† group, we can conclude that because of the Losers’ inability to follow the socially accepted behaviors of males and man-hood, they are denied and often the object of public humiliation by both women and other men. One study, of which is a topic of Devor’s essay, used school aged children who were given dolls and asked to identify their gender (141). These children used clues such as hair length and clothing style to determine the gender of the doll instead of noti ceable anatomical clues. From this study we can see an expectation, set by society, on dress or accessorizing of a certain gender. 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