The Master Bait: The representation of young Filipino males in select Master commercials.

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Abstract

The Master Bait: The representation of young Filipino males in select Master commercials.

de Leon, J. (2019). The Master Bait: The representation of young Filipino males in select Master commercials. Unpublished Undergraduate Dissertation, University of the Philippines Diliman College of Mass Communication.

This study is about the representation of young Filipino males (aged 18 to 30 years old) in select Master commercials uploaded on its Youtube channel from May 2017 to April 2018. It analyzes the young Filipino male’s portrayal in these advertisements. The codes within these texts point to themes of masculinity, metrosexuality, objectification, power relations, and the Filipino identity. The result is a representation which culminates cultural tropes, traditional heterosexual and masculine ideals, and then, the less-than-traditional proclamation of self-love and self-care in the face of diversifying audiences and changing times.

The study employs a semiotic analysis of the chosen texts done through the lens of Susan Shimanoff’s Gender Role Theory and Mark Simpson’s Metrosexuality Theory.

Keywords: Master, advertisements, metrosexuality, gender role theory, representation

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