How does American culture define “femininity” and “masculinity?

1. How does American culture define “femininity” and “masculinity?” Are these definitions universal, or do masculine and feminine ideals vary from place to place and over time?

2. Do you feel that our ideals of femininity and masculinity are learned or natural? Why?

3. Can people, whether female or male, have both “feminine” and “masculine” characteristics? Do you see a danger in limiting people to one or the other?

4. What are some stereotypical stories media tell about women? What are some stereotypical stories media tell about men? Give some examples of each. What patterns of difference do you see between these two kinds of typical narratives?

5. What sorts of products are sold using images of women and femininity? What kinds of products are sold using images of men and masculinity? Are these ever switched around? If so, when?

6. How is success usually portrayed in advertisements? Give some specific examples. Are there forms of success that advertisements seem to leave out? What are they? Why do you think they’re not as common in ads as other kinds of success?

7. What are some differences between ads that feature white people and ads that feature people of color?

8. What kinds of products are sold using sexuality? Why do you think advertisers would use sex to sell their goods? How does this work, anyway? What does it mean when people say sex sells?

9. What is advertising’s basic role in a capitalist society? What’s its function in relation to the system as a whole? How does this relationship affect the way people, and human values, are constructed in ads?

10. What does it mean to be a citizen? What does it mean to be a consumer? Can a person be both a citizen and a consumer? How?

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