Lapp, Ian, Advertising Power Hegemonic Masculinity in Fraternity by baa17504

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									                  CST 104 Fall 2006 Information Competency
                         Session 5 Purpose Exercise
                                 Example #1


Instructions: Quickly read the following document. Evaluate the purpose and
audience in the space provided below, using at maximum three sentences or bullet
points.

Lapp, Ian, Advertising Power: Hegemonic Masculinity in Fraternity Rush
Advertisements. Dissertation Abstracts International, A: The Humanities and Social
Sciences, 2001, 62, 3, Sept, 1216-A. Retrieved June 21, 2006 from Sociological
Abstracts database.

Abstract
  Through the examination of advertisements that college fraternities create and
distribute to recruit new members, this qualitative study considers the text, images,
and composition of fraternity rush advertisements as a way in which certain forms of
masculinity are celebrated and sustained while other forms of masculinity are
contested. This study also analyzes the ways that students resist these advertisements
and illustrates the manner by which sorority women serve as advocates of a discourse
of hegemonic masculinity and emphasized femininity through their ardent support of
fraternity-related events. This dissertation explores campus life during the first 25
years following the implementation of Title IX legislation in 1972, a prohibition on
discrimination on the basis of sex by schools that receive federal funding. This
dissertation includes policy recommendations for school administrators and students in
the Greek system. The fraternity is a prominent organization in the history of
American higher education. Although white and Protestant in origin, fraternities have
also been the site of struggles for recognition by Jewish and African-American men
and, more recently, Latino and gay men, who have initiated their own organizations. A
fraternity, whether homogenous or diverse in its membership, is an avenue for men to
prove their manhood. The Greek system is a microcosm to study the way gender,
sexuality, class, race, and other inequalities are reproduced and reinforced both on
and off campus. My analysis demonstrates the way that fraternity rush advertisements:
(1) construct hegemonic forms of masculinity that define and celebrate an idealized
manhood that is restricted to a select group of men; and (2) classify and sanction
certain particular behaviors as appropriate for the relationships between men and
women as well as men with other men.

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