As I flip through the NZ radio airwaves I have been much humoured by the depiction of masculinity in advertising on rock radio (for purposes of definition, that is FM radio stations that feature AC/DC, Metallica, Tool, Shihad and other old and new bands that play up tempo, guitar driven, blues derived sound. This does not include Lady Gag, Madonna, boy and girl bands, Justin Beiber, Millie Cyrus, rappers and their ilk). Some of the imagery conjured in these ads is funny but disturbing, and I realise that the depiction is concocted by advertising companies selling product to a 15-35 year old male demographic. But three things stand out about the depiction of ideal NZ men in these ads.
The first is that the general thrust of the ads is framed as a negation or antithesis of an extant others–metrosexuals and women. These are not moccachino-sipping, quiche eating, emo or poncy little dog carrying (in a man purse!) financial advisors or lawyers. More implicit than explicit, the intimation is that these are mates, dudes, fun-luvin’ rascals that have to live on the edge of a PC world. But the positive message (such as it is) is sublimated under the representation of what it is not. The majority thrust of the bottom line is a negation. These areÂ not post-modern poseurs or dandies, and they do not want to relate to chicks other than at a primal level.
The second noteworthy aspect of the ads is the objectification of masculinity. Men’s identities lie in the commodities they prefer (consumer non-durables, mostly): utes and V8s, rugby, some more rugby, league, more league, cheap alcohol, cheaper beer, red meat (ideally hunted, then cooked on a bbq), fishing gear, racy magazines, grubby clothes, stereos and farm equipment. They doÂ not wear cologne.
The third and perhaps most interesting aspect of the depiction is its representation of “manly” values. Men are mates; hard drinking, carousing, happy go lucky, staunch (especially when drinking), fast driving, opportunistic and impulsive horn dogs working hard on the ladies. Nowhere in the depiction are there notions of honour, valour, courage, sacrifice, sincerity, solidarity (except with mates), humility, basic intelligence and knowledge of current global affairs, or interest in the needs of women, children and the family. That is a bit odd simply because the early 20 to 35 male demographic is the one that is reproducing the most (presumably a manly trait), has young families, is starting careers and otherwise has the burdens of post-adolescence crashing down on it. Yet the values being reified appear adolescent.
I have seen this type of representation on rock radio programming in Florida and Arizona. In those cases the demographic was male 15-23, simply because the size of the population allows that age group to sustain specific types of commercial music programming. I presume that there is an Ozzie variant. NZ has its own, over a wider age range.
The success of advertising campaigns based on this type of symbology appears to lie in the deep unhappiness of 15-35 year old NZ men with the evolution of society. It speaks for a desire to not only be rebellious adolescent in social perspective, consequences be damned. Â It also speaks to a desire to be in another era that, however mythological represents the antithesis of NZ society today. The question is: was there ever anything remotely close to this depiction in NZ historical reality? Â If not, what explains the appeal of these ads? And if it is true that there is a deep antipathy to the current social order, what does that say about prospects for assimilation of this demographic? In other words, what are the prospects of these angry and nostalgic (mostly Pakeha) young men, if indeed the advertising thrust is a window on their souls?
(Of course, I defer to Lew for a more professional interpretation of the subject).