By PETER WEST
“Get your hand off it,” says the girl in the ad. Here is a cowgirl type telling men not to play with anything while driving. It’s the mobile that she means, ha ha.
Why should we be concerned? Because yet again, here’s an ad showing men as fools, clowns or rogues. Time and again we’ll be shown someone doing the wrong thing, then told off. It always seems to be the man doing the wrong thing, and a woman ridiculing him.
I see ads about littering on suburban litter bins. Here’s a man shown dropping a wrapper. And here’s a woman frowning at him, unimpressed and thus no longer seeing the man as desirable. Dumb men, wanting the affection of women who don’t welcome their interest.
Think of some well-known men in the TV comedies you watch. There are many dumb males in The Simpsons and the worst is Homer.
House Husbands has a clutch of guys struggling manfully (if that’s the word) trying to manage a few kids while earning money. They don’t seem to make a very successful go of it, either.
And the men on Home and Away always seem to be getting into fights, mischief and trouble. Brooklyn 99 is a new show on SBS. It’s fun, but the male cops are all lazy, work-shy and trying to impress, mostly unsuccessfully.
Once we held men up for boys and girls to admire. There were Galileo, Cook the brilliant navigator, St Patrick who converted Ireland, and tons of other saints, martyrs and heroes.
Clearly, these are exceptions to the rule that most men shown in the media are fools and clowns. Sorry, most of us can’t look like these musclemen or do all those superhuman tricks.
Why does all this matter? Vast sums are spent on advertising. We’re told that Tony Abbott employs large teams of people to promote the good news about all his government’s achievements.
Propaganda supporting the current war has been with us for centuries, certainly since the first world war. Advertising and images in the media change people’s behaviour.
Jim Macnamara analysed images of men in the Australian media in a doctoral thesis, later published as Media and Male Identity. He found that overwhelmingly, Australian men are confronted by a misandric world that demonises, marginalises and objectifies men and tries to change them.