Tag Archives: Role reversal

Twerking men and kick-ass girls: how advertising learned to gender-flip

A hypersexualised commercial featuring a man with a big butt has gone viral – is advertising finally embracing a new and improved approach to gender roles?

moneysupermarket.com advert

Well, your wish has been granted, sort of, in the form of an advert for Moneysupermarket.com. If you haven’t seen “Epic Strut” yet, the precis is: a man with enormous buttocks, wearing hotpants and heels, twerks down the street to the Pussycat Dolls’ seminal anthem Don’t cha. It’s gender theorist Judith Butler meets big booty culture – in a desperate attempt to make an ad for a car insurance comparison website go viral. And this somewhat bizarre formula appears to have worked. The ad has been viewed more than 1.4m times on YouTube and “Dave”, the man with the enormous buttocks, has ambitiously been dubbed the “new Kim Kardashian” by the likes of Grazia.

So a man with a prosthetic posterior (yep, sorry to break it to you, but Dave’s assets aren’t entirely his own) gyrates on camera to try to sell something … so what? Well, that doesn’t normally happen, that’s what. Since time immemorial, or at least since the 1970s, when sex exited the furtive confines of the bed sheets and clambered onto the ad pages of the broadsheets, the bulk of the scantily clad backsides and bare body parts in the media have belonged to women.

It’s not just adverts that are to blame: a study of Rolling Stone cover imagespublished over four decades found that, in the 1960s, 11% of men and 44% of women on the covers were sexualised, while in the 2000s, it was 17% of men and 83% of women. The study also found that, while sexualised representations of both men and women have become more common, women were much more likely to be “hypersexualised”.

Continue reading at: The Guardian

Lopez’s Explicit Gender Role Reversal

Typically on television and YouTube you will watch music videos unaware of the subtle, powerful impact they are having on society. Artists, especially feminists, are currently using this source of influence to benefit society by representing the woman with strength and independence. Similar to how Katy Perry once exhibited strength in her “Roar” music video, Jennifer Lopez attempts to follow in pursuit for the feminist cause. In her new music video for her catchy song, “I Luh Ya Papi,” Jennifer Lopez performs on an extravagant white yacht in Miami while almost completely unclothed men dance around her. This video represents a reversal in typical gender roles while leading to a stride towards social change against our structured ideology.

With dozens of naked men being placed in positions of objectivity, Jennifer Lopez strides to break traditional gender roles in media which usually objectify women. Instead of a male music artist such as Robin Thick who had a dozen completely bare-naked women clawing for his attention in his skeevy video “Blurred Lines,” Jennifer Lopez places men in the stereotypical place of the female in her music video. The reason why Lopez would care to do such a thing in her video can be supported by Deborah Cameron’s analysis on discourse. In her essay, Hidden Agendas? Critical Discourse Analysis, Deborah Cameron discusses how certain scripts and storylines can form realities outside of the television or YouTube channel.

Continue reading at: Jordan Taylor Cook

Beastie Boys’ Anthem ‘Girls’ Gets a Feminist Remake

A Las Vegas artist named Sizzy Rocket reworked the Beastie Boys’ song “Girls” into a feminist anthem, thanks to some new lyrics.

Even if you’re a longtime fan of the Beastie Boys, the lyrics to song “Girls” can be cause for a good eye-rolling cringe when it pops up on a playlist. As the Beastie Boys started embracing more progressive causes, they distanced themselves from the songs’ lyrics (and much of the lyrical content on some of their early work.) Yes, it’s a damn catchy song but lyrics like “Girls – to do the dishes/Girls – to clean up my room/Girls – to do the laundry/Girls – and in the bathroom” aren’t necessarily what you want to remember about the band that gave us “The disrespect to women has got to be through/ To all the mothers and sisters and wives and friends/ I want to offer my love and respect to the end.”

Continue reading at: Jezebel