Monday, August 10, 2009

Article Analysis



In 1964, the perfect model of male masculinity was born in miniature-size form. Hasbro’s G.I. Joe was created and based on what was to be a replica and image of the American soldier. It turns out that for the past 45 years, Hasbro has marketed and sold the consumer image of male masculinity to the world, furthermore influencing popular culture and gendered expectations for both men and women alike. Although Joe was and is created and marketed as a playmate for young boys, he symbolizes much more than that. He signifies a lifelong self-evolving, testosterone-driven, world adapting, fearless and a mentally strong representation of what male gender is. He is a boy’s answer to the girl’s Barbie; just as her smile, pose, and dress is to be the ideal image of femininity for girls, so is the face of masculinity for boys.
Hasbro has profited from the sympathy of the American people, and created a market, exploiting the sacrifices men and women made during and for U.S. war, and the nation’s support and devotion for them. Since the production of G.I. Joe, Hasbro has helped standardize, shape, influence, and modernize the image of male masculinity in America. Every action figure made was done so in part to a larger idea of what masculinity represents.
The media and Hasbro brought the simulation of the battlefield to America’s playground, thus enabling children to partake in something that their family and loved-ones were experiencing, thus enforcing gender roles. Children can “make believe” and eliminate the “bad guys” without stepping foot in harm’s way. This further assists as society has the comfort of being which was taught early on in life through the playtime elite war soldier, G.I. Joe
When society’s opinion of the war changed, so did the image of the soldier and what he stood for. It should then come as no surprise that well as and favorably so did the characteristics of Joe. As America became more culturally diverse and integrated, Hasbro likened Joe’s characteristics and features to every household and demographic, increasing sales.
Companies such as Hasbro created what represents gender characteristics with whatever sells the best. That’s how they define our culture, by sales. He was strictly created for profit and part of his marketing was from U.S. war and its soldiers. If it’s good for their bank account, it’s good for the majority.
The article states that the relationship between Hasbro to use G.I. Joe to be a representation of force in still in use today. The United States is at war and force is being used on both sides. The U.S. has been accustom to fighting wars overseas but this recent war brings on increased tension because the practices of the Taliban. How can you fight the enemy if the enemy is not afraid to die? The goal of Joe has not changed. Joes were introduced to allow youth to believe they could grow into these ideal soldiers and protect a nation. The opposition that Joe would have met after World War II is different than that of modern times because soldiers and innocent individuals are being forced into chaos.
In the seventies Joe introduced an African American character that contained different features to boost sales. This action may have been in part of the number of blacks that fought in the Vietnam War versus previous wars. There has become less racial tension and acceptance because blacks and whites were being killed in record numbers during Vietnam. During this time America was changing.
(Image Source: www.mr1964.com)

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