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The Power of “The New Order” – Masculinity at Stake

Samuelsson, Sara LU and Alvarson, Johanna LU (2020) BUSN39 20201
Department of Business Administration
Abstract
Title: The Power of “The New Order” – Masculinity at Stake.
Exploring the reconstruction of masculinity as a response to femvertising

Date of Seminar: 5th June 2020 

Course: BUSN39 Degree Project in Global Marketing 

Authors: Johanna Alvarson and Sara Samuelsson 

Supervisor: Peter Svensson 

Keywords: Femvertising, The New Order, Reconstructing Masculinity, Hegemonic Masculinity, Inclusive Masculinity

Thesis Purpose:
The purpose of this study was to investigate how men reconstruct their masculinity when experiencing and discussing femvertising,
which attempt to challenge current gender roles and support women with feminist messages. 

Methodology:
The study was conducted with a qualitative approach, providing a... (More)
Title: The Power of “The New Order” – Masculinity at Stake.
Exploring the reconstruction of masculinity as a response to femvertising

Date of Seminar: 5th June 2020 

Course: BUSN39 Degree Project in Global Marketing 

Authors: Johanna Alvarson and Sara Samuelsson 

Supervisor: Peter Svensson 

Keywords: Femvertising, The New Order, Reconstructing Masculinity, Hegemonic Masculinity, Inclusive Masculinity

Thesis Purpose:
The purpose of this study was to investigate how men reconstruct their masculinity when experiencing and discussing femvertising,
which attempt to challenge current gender roles and support women with feminist messages. 

Methodology:
The study was conducted with a qualitative approach, providing a multi-sided perspective in terms of in-depth interviews with 16
Swedish men, combined with three femvertising videos to enable an eliciting effect. A thematic approach was used for the analysis.

Theoretical perspective:
The main theories that this study is based upon is Gender Theory, with special attention to Masculinity Theories regarding
hegemonic masculinity and inclusive masculinity theory. Furthermore, it also uses theory about masculinity and feminism. 

Empirical data:
The empirical data was gathered through in-depth interviews. This allowed us to observe how the participating men reconstructed their masculinity right there and then.

Conclusions: 
The study concluded that the participating men reconstructed their masculinity in order to maintain, protect or redefine it when
challenged by a “new order” that femvertising creates. Concludingly, the men reconstructed their masculinity in terms of
over-responsible masculinities, masculine victims, resistant masculinities and tolerant feminists. 

Practical implications:
The study suggests that practitioners should advocate these messages for both men and women, and further show the true
urgency of these issues, in order to fulfil the purpose of femvertising and not force the reconstruction of masculinity. (Less)
Please use this url to cite or link to this publication:
author
Samuelsson, Sara LU and Alvarson, Johanna LU
supervisor
organization
course
BUSN39 20201
year
type
H1 - Master's Degree (One Year)
subject
keywords
Femvertising, The New Order, Reconstructing Masculinity, Hegemonic Masculinity, Inclusive Masculinity
language
English
id
9025366
date added to LUP
2020-08-14 08:35:34
date last changed
2020-08-14 08:35:34
@misc{9025366,
  abstract     = {Title: The Power of “The New Order” – Masculinity at Stake. 
Exploring the reconstruction of masculinity as a response to femvertising

Date of Seminar: 5th June 2020 

Course: BUSN39 Degree Project in Global Marketing 

Authors: Johanna Alvarson and Sara Samuelsson 

Supervisor: Peter Svensson 

Keywords: Femvertising, The New Order, Reconstructing Masculinity, Hegemonic Masculinity, Inclusive Masculinity

Thesis Purpose: 
The purpose of this study was to investigate how men reconstruct their masculinity when experiencing and discussing femvertising,
which attempt to challenge current gender roles and support women with feminist messages. 

Methodology: 
The study was conducted with a qualitative approach, providing a multi-sided perspective in terms of in-depth interviews with 16
Swedish men, combined with three femvertising videos to enable an eliciting effect. A thematic approach was used for the analysis.

Theoretical perspective: 
The main theories that this study is based upon is Gender Theory, with special attention to Masculinity Theories regarding
hegemonic masculinity and inclusive masculinity theory. Furthermore, it also uses theory about masculinity and feminism. 

Empirical data: 
The empirical data was gathered through in-depth interviews. This allowed us to observe how the participating men reconstructed their masculinity right there and then.

Conclusions:  
The study concluded that the participating men reconstructed their masculinity in order to maintain, protect or redefine it when
challenged by a “new order” that femvertising creates. Concludingly, the men reconstructed their masculinity in terms of
over-responsible masculinities, masculine victims, resistant masculinities and tolerant feminists. 

Practical implications: 
The study suggests that practitioners should advocate these messages for both men and women, and further show the true
urgency of these issues, in order to fulfil the purpose of femvertising and not force the reconstruction of masculinity.},
  author       = {Samuelsson, Sara and Alvarson, Johanna},
  keyword      = {Femvertising,The New Order,Reconstructing Masculinity,Hegemonic Masculinity,Inclusive Masculinity},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Power of “The New Order” – Masculinity at Stake},
  year         = {2020},
}