On the Construction of Male Differences: Marketing Variations in Technosemen  

Oleh:

Moore, Lisa Jean ; Schmidt, Matthew Allen

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Men and Masculinities vol. 1 no. 4 (Apr. 1999), page 331-351.
Topik: words: hegemonic masculinity; semen; sperm; reproduction; advertising; differences
Fulltext: 331MMS14.pdf (80.18KB)

Isi artikel

While many feminist scholars have investigated the hierarchical ranking of differences between men and women in both empirical and theoretical work, differences among men have received less analysis. This article examines the epistemological creation of male differences through analysis of data from semen banks’ donor catalogues. Using methods of content and discourse analysis, the authors interpret the ways in which men are advertised to be different from one another. Through marketing semen and thus constructing men, semen banks diversify their merchandise and offer consumers interesting ways to select masculinity. In conclusion, the authors speculate on the effects of semen bank strategies on our concepts of masculinity and notions of reproduction.

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