Prompt #1: The cultural artifact I chose is represents gender in a new light that was rare for 2016 pop culture. In October 2016, leading American makeup company Covergirl revealed James Charles as its first male covergirl on social media. This ad presents free gender expression and inclusivity of traditionally excluded males in makeup campaigns. Utilizing then seventeen-year-old James Charles as a public spokesperson serves the company's goal to promote makeup as genderless.
Prompt #2: As gender expression is how we chose to show the world around us the gender that we feel we are, this artifact shares and promotes modern acceptance of going against the gender binary. Traditionally, makeup cosmetics have been considered as something only women should wear to validate their femininity. Rather than reinforce the traditional separation of femininity and masculinity, this makeup ad rejects the norm and advocates for free gender expression. This ad challenges traditional norms that makeup is made for women only and that males should be masculine and not wear something feminine like makeup. It presents a redefined norm that expresses a normalization and acceptability for men to wear and express themselves through makeup.
Prompt #3: Personally, this advertisement and representation of a male wearing makeup has no impact to my gender identity as a woman. However, it has prompted me to think of the double standards of gender expression that exist. Traditionally, it has been far more acceptable for girls who chose to express their gender in a more masculine as society has regarded them as ‘tomboys’. By contrast, boys who chose a more feminine expression were often ridiculed and bullied for their gender expression. This cultural artifact makes me glad that unconventional gender expression is being transformed and normalized in modern pop culture.
Prompt #4: Cultural Diamond
Cultural Object: The cultural artifact I chose is a 2016 Covergirl ad announcing James Charles as this makeup company's first male Covergirl spokesperson.
Social World: The social world in which this cultural artifact was created in is America in 2016. During the time Covergirl released this announcement, there was a rise in male social media influencers openly wearing and posting tutorials for makeup looks. Their integration into the beauty community, which was predominantly female, redefined male representation and inclusion within the makeup industry.
Creators: American makeup company Covergirl is the creator of this advertisement and the producer of the cultural artifact.
Audience: The intended audience of this artifact are the customers who buy Covergirl cosmetic products. More specifically, the targeted audience includes males who openly wear makeup and encourages those would want to wear it.
