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Depictions of masculinity in Riptide
Riptide’s representation of masculinity conforms to van Zoonen’s assertion that male representations in the media are wholly different to the way that women are depicted. Where the video presents women as victims or as erotic spectacle using conventional beauty ideals, Riptide grants men the power to look and to act.
The video’s male characters, for example, point guns and drive sports cars. Riptide’s men are active, conversely, the female depictions are restricted, restrained or subject to the actions of unknown forces. In this sense, we can argue that the video wholly reinforces van Zoonen’s notion that the media routinely encodes men as powerful and women as weak.
van Zoonen suggests that media depictions of males are usually framed to be active. Depictions might emphasise movement or action.
Media terminology used
van Zoonen suggests that media products encode women to be passive and males to be active within media imagery. Depictions that construct gender in this way reinforce male social dominance.
A socially constructed definition of what physical beauty ought to be - often resulting in audiences feeling a pressure to conform to the narrow standards suggested.