Gender Study Essay

981 Words Nov 13th, 2011 4 Pages
Rachel Luo
M/W 9:30am-10:45am
9/29/2011
In Spite of Women – Esquire Magazine and the construction of Male Consumer
Rhetorical Analysis One

During early thirties and forties which was right after the depression, government and corporate felt the necessity to revive the market. At that time, people thought women were the ones with dominating consumption powers. As Kenon Breazeale quoted in his article, “Women are indeed the shoppers of the world.” (Breazeale, 231). However, some people such as those in journalism fraternity regarded women’s buying power as “gullible vulnerability to consumerism’s trashy faddishness” (Breazeale, 232). Those people spread wide hostility toward women’s taste and argued that men should be the ones with
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Breazeale here showed how Esquire trashed women’s taste in food and at the same time implied that male was much better in enjoying good food.
By quoting several similar examples about home décor and drink, Breazeale pointed out that all those articles weren’t written in any occasional incidents. By contrast, Esquire was knitting similar misogynistic threads for years to conceptualize people about the gender related meanings of good and bad taste. Food such as steaks and fowl, home décor with clean and functional features and alcohol were considered as good and related with masculinity. On the other hand, ornamentation, carrot teensie-weenesies and anti-alcohol were perceived as bad and femininity. As a summary of the function of text, Breazeale concluded that all Esquire did were trying to recuperate a female-identified role for men which need arguing against traditional gender related social roles. Yet at the same time, Esquire conveyed the message that any attempts of changing the traditional modes of patriarchal rules was not allowed. So it was necessary to emphasize the privilege that male had over female. This job was accomplished by the other function of the magazine – illustrations.
Breazeale argued that by showing erotic spectacles
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