Men and masculinities in a changing world: (de)legitimizing gender ideals in advertising

Abstract

Purpose Conversations surrounding gender are sweeping the globe as the voices and lived experiences of people are being heard and shared at unprecedented rates. Discourses about gender in advertising are embedded in cultural narratives and legitimatized by a broad system of institutional structures and actors, at both macro and micro/consumer levels. This study aims to explore how consumers (one type of institutional actor) engage in legitimizing/delegitimizing messages of gender in the marketplace. Design/methodology/approach This research draws on a qualitative approach, specifically the use of in-depth interviews with men across three global contexts. Findings This research identifies the ways in which men engage in (de)legitimizing messages of masculinity in advertising such as reiteration, reframing, ascribing to alternate logics and prioritizing personal norms. Research limitations/implications Across three contexts, this research theorizes the (de)legitimization of gender ideals in advertising and situates consumer narratives within broader institutional forces, providing a holistic understanding of the phenomenon. Practical implications Understanding the ways in which individuals either accept or reject gendered ideals in media aids advertising and marketing professionals in tailoring messages that resonate with audiences. Social implications Understanding how individuals negotiate their gender and the messages they deem as legitimate are crucial to understanding gender issues related to consumer welfare and public policy. Originality/value While research has examined advertising practitioners’ views regarding gender from an institutional perspective, research on how consumers construct and maintain the legitimacy of gendered messages in the marketplace is scarce. This research theorizes and illustrates the (de)legitimization of gender ideals across three contexts.