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Macho Guapito : A discourse analysis on how the Colt 45 TVC series promotes and maintains patriarchy


ABSTRACT

This discursive study aimed to explain how patriarchy is furthered in the Colt 45 television commercial series. The researcher incorporated two theories i.e., Queer Theory and Social Theory of Gender. The method used was textual analysis. While several subordinate masculine qualities were shown in the commercial, hegemonic masculine qualities were still the ones depicted as the most appropriate type of behavior of men. Findings of the study were classified into physical appearance, lifestyle and emotions of men. While no subordinate physical appearance was found in the commercial series, some of their activities were considered to be subordinate. This includes being affectionate to the girlfriend, being too concerned with cleanliness and physical appearance and being too critical about fashion. The activities under hegemonic masculinity on the other hand, includes drinking of beer, watching and playing basketball, and interest in cars and sexy women. In terms of emotions, men who committed unmanly acts received emotions of dislike from hegemonic men. The subordinate members on the other hand, gave emotions of questioning as a response to the hegemonic members of the group. Based on the analysis of the texts, the researcher found out that the Colt 45 commercial series furthers patriarchy in three levels, namely: by further promoting the hegemonic masculine qualities, by attaching a stigma to the subordinate masculine qualities, and by killing off attempts of the subordinate men to continuously display and practice their activities and lifestyle.


Cornel, N.M. (2011). ‘Macho Guapito’: A discourse analysis on how the Colt 45 TVC series promotes and maintains patriarchy, Unpublished Undergraduate Thesis, College of Mass Communication, University of the Philippines-Diliman.

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Subject: Advertising -- Beer -- Philippines, Male domination (Social structure) -- Philippines

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