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Transcript

We Believe: The Best Men Can Be

How Gillette's controversial commercial has created change

Content

Topic 1

  • A commercial depicting men being in or viewing traditional hyper-masculine situations
  • "Boys will be boys" mantra
  • Ogling at the bodies of women
  • Speaking over women
  • Voice over encourages a change in behavior, condemns toxic masculinity
  • Shows men changing their behavior
  • Rejecting the tropes of toxic masculinity
  • eg. Speaking out against or refusing to engage in harassment

Subtopic 1

Toxic Masculinity (Hegemonic Masculinity)

  • Asserts men as the dominant gender in society
  • Values a hyper masculine image to "be a man"
  • Practices and actions
  • Harassment of women or feminine individuals
  • Being dominant (speaking over women)
  • Men must be "strong" emotionally
  • Characteristics of violence and aggression seen as positive
  • Creates a double standard between men and women

Stereotypes

  • Points out the stereotypes of what men "should" be
  • How detrimental they can be
  • Explains how stereotypical behaviour of toxic masculinity is bad
  • Encourages dismantling stereotypes

Topic 2

Labelling Theory

  • First mentions the mantra "boys will be boys" as two boys fight for dominance
  • Later, a man breaks free of the chant and asks the boys to stop
  • Reognizing our language encourages behaviour
  • By not labelling bevaiour of toxic masculinity and dismissing, discourages boys from thinking they should act that way

Topic 3

Identity Achievement and Diffusion

  • Asks for men to be their 'best' not just for the current society, but future
  • Shows young boys learning by observing the actions of adults / fathers
  • Importance of young children forming an identity without toxic masculinity
  • Adolscence

Topic 4

Paradigm Shift

  • A masculine - oriented company takes on what masculinity is in this day and age
  • Signals a paradigm shift
  • Perpetuates a paradigm shift
  • Leading by example
  • Eliminates messaging encouraging old societal opinions (older commercials and their messaging)

Topic 5

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