Women and Gender Studies Paper on Hemogenic Masculinity

Hemogenic Masculinity


Gender is constructed in the form of cultural and subjective understandings that often shift and vary (Dines & Humez, 1995. Both men and women are persistently pressured to conform to some sets of gender based dictates of society. This paper will use the case of Klondike’s, advertisement, ‘Five Seconds to Glory,’ above, to argue that often, ideologies of masculinity in the society seem fixed, but when carefully analyzed this is not usually the case.

Social constructions show that men are violent. The perception here has led to the depiction of men in various violent acts. ‘One of the major sources of the dominant masculinity is found in the movie industry’ (Dines & Humez, 1995). When this is related to Klondike’s advertisement, it may be argued that because the man listened to the woman for five whole seconds without, perhaps, acting violently, deserves some reward, since some men would have likely reacted violently. The society associates male gender with violence, hence the depiction of males in movies and advertisements related to violence (Dines & Humez, 19950. ‘Violence scenes on the screen like those in real world are perpetuated tremendously by males’ (Dines & Humez, 1995). On the other hand, violence may be associated with badness yet masculinity depicts males as good.

According to the society, men are not supposed to listen to women for long. The same is in  Klondike’s ‘5 Seconds to Glory’ advertisement campaign where the man receives prizes for listening to his spouse for five seconds. According to society here, listening to a spouse is too difficult a task that should be done in less than five seconds. Considered carefully, this ideology of masculinity draws many questions. Such questions may include whether listening to a spouse is more helpful than not listening to him/her. The line of argument here, therefore, becomes both ambiguous and arguable.

Another social masculine construction is that men are good, but women are bad. Usually, men are shown to have admirable. For instance, in the article ‘This Is for Fighting, This Is for Fun, and it said ‘A among the military people, the ‘good guys,’ is ‘men like us (Dines & Humez, 1995). The badness of women is illustrated thus; ‘The ‘bad guys’ are symbolically women’ (Dines & Humez, 1995).   In light of the Klondike’s advertisement, it may be argued that women are bad, perhaps, because of the way they talk, thus listening to them even for seconds is a weighty duty which should be rewarded with both an ice cream and showering with confetti by beautiful women. The man is presented here as being good by listening to his spouse for just five second. On the other hand, the rewarding of the man may be meant to appreciate his goodness in listening to a spouse, probably because many men do not do listen to their spouses.

In conclusion  different media houses  tend to strengthen societal norms and articulates some set of behaviors, interests and presentations that stand for correct manliness. For instance, the article This Is for Fighting, This Is for Fun  states that “ their ad features a man drinking beer and sees another man steal from a woman, the beer drinking man flicks a bottle top and hits the stealing man, thus saving the day”. Whereas the article 5 seconds of glory says that “the media reinforces societal norms and articulates a set of behaviors, interests, and representations that depict appropriate manhood. Images targeting men construct what “manly” means, and often try to insinuate that masculinity is biologically determined, rather than socially constructed”. Different images targeting men in media houses seem to prescribe what ‘manly’ represents, and usually try to suggest that masculinity is in-born, rather than socially built. Although the ideology of masculinity often seems fixed, a closer examination may realize that they are subject to different arguments. It is important that the issue of gender role is looked at critically because of ambiguity that some present when carefully analyzed.




Dines, G., & Humez, J. M. (1995). Gender, race, and class in media: A text-reader. Thousand Oaks, Calif: Sage.

YouTube. Klondike 5 Seconds to Glory: Good Listener. Retrieved on 30th April, 2014 from https://www.youtube.com/watch?v=TxC9-PJfyKo