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.
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ReplyDeleteI also believe that the concept of traditional gender roles have been changing. Right now, it is much more common to see men in a more feminine way. I went to get a haircut the other day and it was a man, dressed as a woman with a full face of makeup, doing my hair. She took the role of a woman in a very confident manner. I noticed that everyone surrounding her accepted her and didn't even seem to question this new norm. I believe that society is coming to be more accepting of everyone's gender roles, even if it is not the "traditional" roles.
ReplyDeleteHi Donna! I completely am in love with the fact that Covergirl did this. I agree that by doing this, gender norms were played with and showed that masculinity and femininity does not need to be followed according to the gender that you are. I also agree that it is amazing that gender expression is being transformed into open mindedness.
ReplyDeleteDonna, this was interesting to read for me because I didn't know much about this until now. You talked about it with good detail so I understand your standing point. I really enjoyed your thoughts on how you felt about this because I feel the same way. The evolution of these gender expressions are now out in the open for both genders and is being transformed. Lastly, your organization made it easier to understand.
ReplyDeleteI remembered when this first came out, it had a lot of controversy about him being the first male to do the cover. I was personally happy to finally see something new. I am glad "Cover Girl" did this. I understand that some people may not fully agree or accept that men can wear make up but for me I totally support it. I had a great time reading about what you had to say.
ReplyDeleteHi Donna!
ReplyDeleteI really enjoyed reading this post because I agree with what you had to say about makeup should be a genderless product but instead, in our society, it is mostly portrayed as a necessity for all women. I like the fact that this ad challenges the traditional gender rules that we face on a day to day basis and is promoting an accepting message that no matter how we dress, wear our makeup, or express our gender, that we are all beautiful and are deserving of feeling as such. The more big companies continue to promote these types of ideas, the more our society will become more accepting of us expressing our gender in different ways.