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

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.