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Hegemonic Structures in STD Ads
Transcript
Discussion
The Hegemonic Structures in WWI and WWII STD Awareness Campaigns
Men as strong physically and mentally
Women can't be trusted
Patriots as moral citizens
Anti=Weak/bad
Enemy as Prostitute
Strong Mentally/Morally
Enemy as Disease
Physically Strong
Theoretical Framework
McGee (1980a)-Set of Meanings
Murphy (1992)-Homogenous systems-Contextualization and Naming
Contextualization
Military Ads
Beliefs about STDs
*Gonorrhea is a just a bad cold(Carter, 2001)
*Men need sex
Naming
*Strong Physically
*Strong Mentally/Morally
*Enemy as Abstract
*Enemy as Prostitute
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