Studio Practice: November 2018

The logo for my self branding was placed in the top left corner, with the menu and navigation options to the right. This way people could see the easiest way to get to certain parts of the page. The image that was used at the top of the page was taken from one of the album cover designs and worked the best on the white background. Another option that may have worked in the same way, would be the album cover design for 'Nas - The world is yours' design because it uses the same visual approach.

Further down the page, a selection of my favourite works were added into 6 image boxes. By adding the album art work to the top of the page, the viewer can see that this is the focus of the practice and portfolio. In the bio below this, the work is described as the favourite part of my practice and how I have enjoyed it throughout my life.

Underneath the bio is the posters used for the Art Fund campaign that were made during the second year of the course.

These were well received posters during the interview at CreativeRace Studio, which makes them good options to add to the portfolio when applying for other studios in the future.

Some of my favourite packaging design was added next to a quote by Massimo Vignelli, as this was something that inspired my work.
second year

At the bottom of the page is the images of the designs found in my personal clothing brand, Cushty Clothing. I chose only to use 4 of the best designs, whether they were popular sellers or if they were favoured designs through feedback.

Below this was the contact form, for viewers to give feedback or get in touch with any questions. Finishing off the bottom of the website is the latest design released in the personal clothing brand. A link for the Instagram account of the clothing brand can be found at the base of this image.

Context of Practice 3 Essay

Does masculinity play a part in the social attitudes towards fitness?

What is masculinity? How can this concept be identified? Is it a determined set of values and principles or does it take more than one meaning over time? Throughout the investigation into masculinity and its association with the fitness industry, several areas of the topic were explored in a way that may be able to answer some of the questions that society has about what gender is, how we define different labels and what they mean to different generations. By first exploring the origins of masculinity, what it means to be a man and how its meaning has changed for some we can begin to better understand why identities play a role in society, and particularly the fitness industry.

The purpose of the essay is to firstly, look into the way in which masculinity is defined in modern society and the implications it has on men. This includes the roles that have been defined as masculine (Surnam, Year; Surname ,Year) and the struggle that some men feel when trying to conform to these roles. As a result of the findings, the second part of the essay will look into the ways in which these roles relate to men’s pursuit of fitness, in an effort to conform to these predetermined roles and values. Overall, the investigation may be able to reveal how these roles in society can create unhealthy behaviours but also how they might be a positive for the development of society in future.

Masculinity by its very definition is most often understood to be the traditional qualities that men possess, which make them ‘men’. These qualities include, but are not limited to, having a muscular or heavy build, being attractive to women, determined and courageous. However, looking back in time reveals that masculinity did not always follow the same values and qualities. Looking as far back as the 1970s, gender started to become a more discussed topic among feminists and scholars alike (Who, Year). Defining masculinity was one of the issues that would be discussed among this topic, along with femininity, the roles of genders and the identities that individuals possess.

This new approach to identity opened up a new way to look at gender and revealed the social constructs that defined different people. Feminism during the 1970s addressed different issues that existed in western culture and gave an alternative approach to the traditional ideas of the time (ref: traditional - Surname, Year). Women such as Natalie Davis (Year), had the opinion that there shouldn’t be a single focus on the subjected sex. Rather, there should be more studies into the significance of the sexes and the gender groups they fall under. In Davis’ book she says, ‘Our goal is to discover the range in sex roles and in sexual symbolism in different societies and periods, to find out what meaning they had and how they functioned to maintain the social order or to promote its change.’ (1975: PP)*site book*, suggesting that society has throughout time constructed and assigned different sex roles to either maintain a balance or promote change. Whether or not this has been a positive change is still debatable to this day.

Theories of masculinity

Studies into gender and masculinity only began to gain serious attention in the last 50 years. Much of this attention to the subject of masculinity and its identifaction, was brought about when different theories began to emerge. The most notable and refered of all theories of masculinity, is Raewyn W. Connell’s hegemonic masculinity. Connell’s concept of hegemonic masculinity is seen as a culturally ideal form of masculinity, including the inequalities of powerful men over women and other men, hierarchy of masculinities and the patriarchal power that certain men of this quality possess. However, on the contrary, hegemonic masculinity is also seen as only one form of masculinity, as it is culturally defined by certain societies, but not all. Generally, this form of masculinity contains certain features that others do not, as explained in Rachel Jewkes 2015 article when she says:

A core element of the construction of hegemonic masculinity is heterosexuality, and to a greater or lesser extent hegemonic masculinity is constructed as a gender position that is as much ‘not gay’ as it is ‘not female’. (Rachel Jewkes, 2015)

To this extent, we know that western society has in recent years become more progressive and accepting of new gender identities, but Connell’s concept of an ideal masculinity seems to remain the most prominent and sought after. One explanation for why this may be, could include the constructed gender role of men of the past and the values that made them ‘men’. For some in today’s society, this image of a traditional male is seen as the ideal masculine figure to aspire to. As mentioned previously, there had been limited exposure on the study of masculinity before the 1970s and 80s, because gender had not been considered to be more than just social constructs. However, psychologist Joseph Pleck suggests in his 1981 book, The Myth of Masculinity, an alternative viewpoint to previous studies of masculinity. He refers to a period in time between the 1930s and 1980s, in which gender role identity paradigm (GRIP), as he calls it, would have been the current state of masculinity. This paradigm suggests that in order to develop a healthy personality, one must conform to the stereotypical values of their biological sex and the gender roles that came with it.

Pleck’s alternative to (GRIP), was to introduce another paradigm known as the gender role strain paradigm (GRSP), which focuses more on the social definitions of the roles of males and females. The strain that Pleck refers to is the way in which boys and men feel pressured to conform to the traditional forms of masculinity, which in turn can result in behavioural problems or other strains in their lives. One example used by Pleck was that absent fathers or overprotective mothers would result in a child’s failure to achieve the ideal male identity, often resulting in emotionally driven behavioural problems, from school disruption to crime on the streets. As a result of this alternative paradigm, studies into gender can identify the strains men endure when trying to meet the expectations of their traditionally defined values and roles.

Gender roles

After looking at different theorists’ perspectives on gender and the roles they believe have been constructed, it was necessary to look into these roles in more detail in order to come to an understanding of the behaviours of men and how they differ from the past. Having already established Connell’s hegemonic masculinity and Pleck’s ‘Gender Role Strain Paradigm’, it is therefore possible to analyse how these theories may be put into context. In the context of men’s health, we know that failure to live up to these assigned societal roles can have a detrimental effect on an individual's mental or physical health. This may be because the traditionally identified role of men is to be the breadwinner and provider of the family. Therefore, paid employment is linked to a strong masculine identity and failure to meet this requirement is what creates a ‘gender role strain’. In Steve Robertson’s paper, Theories of Masculinity and Men’s Health-Seeking Practices, there is a clear suggestion as to why these roles exist in society. He believes these roles are ‘encouraged through a range of implicit or explicit rewards and sanctions’, meaning there is reward for the efforts of conformity but there are also boundaries or rules to conforming to the role.

In another study, explained by Robertson (Year), it was found that the attitudes men have towards their own health could be influenced by the ideas surrounding masculine traits. For example, it was suggested that men would often refuse to seek help or treatment for health concerns because they believe it was something only women would be concerned with. This shows that men are trying to be strong and stoic, in the image of an ideal masculine identity, at the expense of their own well-being. However, there were also contradictions of this narrative as some men would also show they had a balanced lifestyle, which included healthy eating and exercise. To add to this, another suggestion points out that health today carries more moral meaning, as presenting oneself as a morally good citizen means showing some concern for your own health. This is were another struggle for men is presented, as they try to find a balance between not showing concern and staying healthy in order to appear as the hegemonic masculine man.

As previously noted, hegemonic masculinity is primarily seen as exclusively heterosexual. One other theory of men’s attitudes to health would be that homosexual men are often seen as more concerned with their health and appearance (Name, Year) . This could suggest that there is a link between men’s health practices and sexuality, as well as other factors including ethnicity and class. Robertson also includes reference to interviews with gay men, which found that the reason they are more health conscious and cared for their appearance was so that they could distance themselves from ‘straight’ men (Ref) . Therefore, this could mean that some men are less health conscious and worry less about their appearance because they do not want to be identified as having the same ideals as gay men and most women. However, on the contrary to this theory, there are many other men who are in good health, take pride in their appearance and still possess hegemonic qualities as straight men. It would be unfair to assume that all men avoid health issues and presenting their appearance out of fear of being ‘outed’ as having less hegemonic masculine traits.

In the same way that masculinity has adapted over time in its meaning and variations, femininity has also taken on new approaches. What were once seen as polar opposites, have now become much more than just traits of ‘men and women’. When we think about femininity, we associate it with nurturing, gentleness or sensitivity. This is generally because it too is a social construct which has throughout time assigned certain roles and expectations for women. More rights for women over the last 100 years has meant a shift in society’s definition of what it means to be feminine. Therefore, like masculinity, femininity can be identified through different cultures in several different ways. In modern western society, femininity can be identified as something empowering, smart and creative in a person's character. Whereas in the 1970s for example, it would have been seen as something only women should conform to.

In Grayson Perry’s 2016 book, The Descent of Man, he explains how this change in attitudes to femininity could potentially create a fairer and more prosperous society, in which both women and men are embraced for their feminine values.

'We need to shift away from seeing masculinity as a closed set of behaviours and from seeing change as threatening, unnatural and feminizing. I see masculinity as being how men behave at present. I think it needs to change to include behaviours that are at present regarded by many as feminine, behaviours that are sensible, life enhancing and planet-saving.' - Grayson Perry (The Descent of Man, 2016, p4)

Although Perry suggests femininity to be something that would benefit both men and women, it is clear that femininity has in recent years become something more recognised as something women should embrace and express in their own way. *continue section*

Fitness industry

The state of the fitness industry has over several years become one of the biggest industries in western society, with a worth of over £5 billion in 2018 and over 7’000 gyms now opened across the UK. Why is it that the fitness industry is growing so rapidly and what are the reasons for people’s pursuit of fitness? In this section, there will be evidence that may be able to answer these questions as well as the future state of fitness in the near future as a result of the changes to attitudes and the influence of social media. Fitness has taken on so many connotations and meanings over the years that it is defined more by the individual and their relation with fitness. ‘Fitness by contrast, is anything but ‘solid’: “It cannot by its nature be pinned down and circumscribed with any precision”.’ (Baumaun, 2011: 77)

The aim of this section will be to identify the correlation between masculinity and muscularity or fitness in general. Through identifying the differences between evolutionary factors, lifestyles and the influence society has from media ideals, it will be possible to understand why people choose to pursue fitness and whether they do it for health or image. One theory suggests that many people pursue something in life because they are searching for meaning or purpose. This philosophy of essentialism was first idealised thousands of years ago by Plato and Aristotle, in ancient Greece. They believed that everything had a core purpose or set of properties which would make something what it is. Without these properties it would be something entirely different. In the context of people’s lives, they believed that we are all born with essence which make us the person we were born to be. This was a theory that lasted until the late 1800s, when it was challenged by another philosopher named Friedrich Nietzsche, with the introduction of nihilism. This theory that Nietzsche believed in meant that life was meaningless and that we are born without a purpose.

Another philosopher by the name of Jean-Paul Sarte, added to this theory of nihilism during the mid 20th century. He believed that if we are born first then it is up to us to decide for ourselves what our purpose or essence is. There is no predetermined path that we need to abide by, only the way we choose to live our lives. This could suggest that the influences in our lives are something that allow us to dictate how we live and what our essences are. Though this theory suggests that we are in control of our meaning and purpose in life, it is still true that there are factors which limit our freedom, including the upbringing from our parents, the laws set by government and the religions or beliefs we may choose to follow. This in turn relates to how gender can predetermine how we will live our lives and the things we are interested in following, in search of our meaning or purpose. A term often used by Existentialists is ‘Absurd’, which refers to our search for answers or meaning in a meaningless world. This theory of existentialism could prove that although people pursue fitness with the intention of becoming a certain way, whether it be a change in their personality or how they look, in the end there is no true meaning to why it is necessary or relevant. However, thinking of the meaning of life as subjective, will mean that if this pursuit of fitness is what gives some people a purpose in their life then it is a positive thing to them.

It would be fair to assume that today we live in a competitive society, which promotes hard work and dedication to something we are good at. With that in mind, the fitness industry has capitalised on this idea of dedication, as it takes time, effort and consistency to get to a certain goal. We know that through hard work we are rewarded for our efforts and often encouraged and praised by other. Therefore, in a society that seeks approval from others, men pursuing fitness could be explained as a way for them to get the approval of others. Bodybuilding for example, is something that many people pursue because society has idealized muscular body types as desirable. Therefore, a lot of men decide to dedicate time and effort into this activity because they know they will be praised for their efforts and consistency, which in turn reflects their character as more desirable to others. As a result, the approval from others is what can give people more meaning and purpose in their lives.

Body dissatisfaction was for a long time something that was more prevalent in females, until studies began to discover that males were fast approaching a parity with females when it comes to body dissatisfaction (McCreary & Sasse, 2000). The body image ideals portrayed in the media have resulted in an expectation that many men feel they have to conform to, which in turn can result in compulsive exercise regimes, eating disorders and often unhealthy practices. The ideals referred to are predominantly muscular body types, as the media has portrayed this as the most desirable and attractive build. As explained by April R. Smith, the difference in the media ideals and the average male build is something that increases the likeliness of eating disorders or body dissatisfaction, as the ideals cannot be achieved by everyone and are unrealistic expectations to fulfil (April R. Smith, 2011). Furthermore, as a result of these struggles men are likely to show symptoms of depression, lower self esteem and psychological well-being (Bergeron & Tylka, 2007). Other more extreme harmful practices include the use of diet pills or steroids, in an attempt to achieve an unnaturally achievable body type.

In the previously mentioned theory of Gender Role Strain Paradigm (Joseph Pleck, 1981), men would feel pressure to conform to what R. W. Connell called the hegemonic masculinity. In addition to this, a study into male body image and its relation to sexual orientation found that gay men were more likely than ‘straight’ men to experience body image dissatisfaction, which was evidenced by a heightened drive for thinness, eating disorders and body disturbances (Stuart B. Murray & Stephen Touyz, 2012). Like the Gender Role Strain Paradigm suggests, gay men are more likely than their ‘straight’ male counterparts to care about their physical appearance and presentation. Therefore, this could suggest that the reason more gay men experience body image dissatisfaction and eating disorders as a result, is because they are concerned with their physical appearance. This is likely due to their susceptibility to media influence and the reinforced thin body ideals they pursue.

Although media influence has been a primary focus of concern in this topic, it is not the only contributing factor in men’s pursuit of a muscular body type. One other explanation for this need of a more physically fit build would be through evolutionary factors. Typically, men are seen as physically stronger than women as biological investigations have evidenced this. Men’s association of a muscular build with masculinity could be because of heterosexual women’s attraction cues to dominance and status. These attractions are something that have always existed within human biology and therefore they are not constructed social factors. In April R. Smith’s book, Muscularity versus Leanness, some of the evolutionary factors surrounding attraction are explained in more detail and how they relate to fertility. For men, evolution shows that men desire women who have wider hip ratios, as this is seen as a sign they are likely to be healthy mothers when carrying a child in the womb. For women, evolution shows that there is desire for a strong physique and dominant status, as these are characteristics they wish to pass to their offspring.

word count 3231

Add detail - to masculinity

Summarise - findings (symbolic, role) As they seperate?

What are the key issues/questions

Fitness campaigns

Symbolism - can you ever sever that from role? Is role not symbolic?

Products - shower gel, trainers,

Services

Advertising - roles, symbolism

Branding - Packard (8 hidden persuaders - Roots , Power, Love object); Klein - No Logo (citicising existing attitudes?

Masculinity - body positive? Why not?

It gives nothing back to the community it represents

Conclusion

What models give you the best understanding of your issue and why?

What elements of your question remain to be tackled?

Practical - subscription - objects are not known in advance

Gender neutral - ?

Roots - feel, embossing,

Non-physical (air)

Studio Practice

Friday 30 November 2018

OUGD602 - Inviting a creative

OUGD602 - Personal Website

OUGD602 - Personal Website logo

Friday 23 November 2018

PPP - Elevator pitch for networking

Thursday 22 November 2018

OUGD601 - Research feedback from peers

Wednesday 21 November 2018

OUGD601 - Tutor feedback 3 - 21/11/18

OUGD601 - Essay draft before changes 21/11/18