Callum O’Reilly
OUGD505 Studio Brief 2
OUGD505 Studio Brief 2
Masculinity
Callum O’Reilly
Masculinity
Callum O’Reilly
OUGD505 Studio Brief 2
Only 2% of young men feel completely masculine, compared to 56% of over 65s.
Where did the idea come from?
What is ‘masculine’ Is there a need for ‘masculinity’ in an era where equality is the aim Is ‘masculinity’ changed in itself
Masculinity
Callum O’Reilly
OUGD505 Studio Brief 2
Younger generations of British people don't see themselves as completely masculine - and 'masculinity’ tends to be seen as negative word by young men.
Masculinity
Callum O’Reilly
OUGD505 Studio Brief 2
Masculinity
Male’s 18-24, 2% felt completely masculine. Male’s over 65, 56% felt completely masculine.
Callum O’Reilly
OUGD505 Studio Brief 2
Identified issue The pressure of masculinity, in a world which doesn’t believe in it anymore?
Masculinity
Callum O’Reilly
OUGD505 Studio Brief 2
For example
Masculinity
Callum O’Reilly
OUGD505 Studio Brief 2
Don't cry. Love sport. Play rough. Drink beer. Don't talk about feelings. Don’t care about appearance, but go to the gym because appearance is everything. • Compete, at everything. • Be generally ‘manly’. • • • • • •
Masculinity
Callum O’Reilly
OUGD505 Studio Brief 2
Don't cry. Love sport. Play rough. Drink beer. Don't talk about feelings. Don’t care about appearance, but go to the gym because appearance is everything • Compete, at everything. • Be generally ‘manly’. • • • • • •
f*ck that.
Masculinity
Callum O’Reilly
OUGD505 Studio Brief 2
be whoever and whatever you want to be.
Masculinity
Callum O’Reilly
OUGD505 Studio Brief 2
Masculinity
Secondary Research
Grayson Perry, All Man
Callum O’Reilly
OUGD505 Studio Brief 2
Masculinity
Secondary Research
How not to be a boy, Robert Webb
Callum O’Reilly
OUGD505 Studio Brief 2
Secondary Research
Masculinity
Multiple manly articles, written by manly men, telling society what men can, and can’t, do in order to make them a ‘MAN’.
Callum O’Reilly
OUGD505 Studio Brief 2
Masculinity
some backwards bullsh*t. Secondary Research
Multiple manly articles, written by manly men, telling society what men can, and can’t, do in order to make them a ‘MAN’.
Callum O’Reilly
OUGD505 Studio Brief 2
And I came to a grand conclusion… Men are scared to do certain things in fear of seeming ‘emasculated’, because of these portrayals, and brands are more than happy to milk it.
Masculinity
Callum O’Reilly
OUGD505 Studio Brief 2
This got me thinking‌ There are so many products out there that are used by both genders that are marketed towards a particular gender stereotype, keeping up the ridiculous standards of masculinity for no reason.
Masculinity
Callum O’Reilly
OUGD505 Studio Brief 2
Masculinity
• Companies such as L’Oréal using a Companies are closing the divide on setting what genders should be purchasing what products
male in a makeup ad. • High St. brands such as Topman and Topshop making gender neutral fitting rooms. • ASOS adding makeup to their face and body men’s section.
Callum O’Reilly
OUGD505 Studio Brief 2
Masculinity
Callum O’Reilly
OUGD505 Studio Brief 2
Masculinity
Who gets blemishes And Who self conscious:
Callum O’Reilly
OUGD505 Studio Brief 2
Masculinity
women? Who gets blemishes And Who self conscious:
Callum O’Reilly
OUGD505 Studio Brief 2
Masculinity
women? men?
Who gets blemishes And Who self conscious:
Callum O’Reilly
OUGD505 Studio Brief 2
Masculinity
women? men? humans.
Who gets blemishes And Who self conscious:
Callum O’Reilly
OUGD505 Studio Brief 2
Why is something that’s meant to be so inclusive so ‘emasculating-ly’ marketed and viewed as such?
Masculinity
Callum O’Reilly
OUGD505 Studio Brief 2
Masculinity
Callum O’Reilly
OUGD505 Studio Brief 2
Survey on males and makeup. Primary Research
Masculinity
Callum O’Reilly
OUGD505 Studio Brief 2
Masculinity
• 40% of males have worn makeup, yet would not feel confident purchasing it in a public store. Out of who answered… Primary Research
• Over 50% of them wore makeup to cover blemishes, 65% to improve confidence. • Over 60% say they felt judged for wearing makeup.
Callum O’Reilly
OUGD505 Studio Brief 2
Masculinity
• Out of the males who had not over 50% said they would be willing to try makeup, yet majority replied what is stopping them is the fear of Out of who answered… Primary Research
being emasculated. • 80% of females who answered said they know males who wear makeup, and 90% agreed makeup should be equally represented for both genders.
Callum O’Reilly
OUGD505 Studio Brief 2
Moving Forward
Masculinity
Callum O’Reilly
OUGD505 Studio Brief 2
I am going to continue investigating so called ‘taboos’ of masculine ideals, that majority of men do take part in; such as my previous survey suggests. From this I will begin to create a visual response to eliminate such ’taboos’, and begin to tackle, the pressure of masculinity and what its stopping people from doing.
Masculinity
Callum O’Reilly
OUGD505 Studio Brief 2
thanks everyone.
Masculinity