How is this category defined in culture today?
Posted: Tue Apr 22, 2025 6:37 am
It often happens that a brand does not fit into the cultural codes of its audience: it uses outdated images or, on the contrary, appeals to overly advanced and niche meanings.
In the first article, we defined the main concepts of semiotics and looked at several cases from different industries. Today, we will look at the case of masculinity (we have combined the concepts of masculinity japan cell phone number list and manliness, although sometimes in scientific works they refer to different phenomena). We will try to answer the questions:
How can brands that target a male audience be relevant?
To begin with, we will try to define the concept of masculinity.
Let's ask people
We can try to approach this task in a traditional way, we will ask people: "What should a real man be like?" And this is what they will answer : "A real man should first of all be a "breadwinner", and also confident, responsible, decent, kind, smart."
Other qualities are also important: reliability, determination, respect from other people, strength, honesty, loyalty, ability to protect, neatness, tidiness, brutality, caring, attentiveness.
As you can see, people weren’t very helpful. It felt like they were identifying several different masculinities. This is a common problem with research based on in-depth interviews and focus groups. People have a hard time articulating value characteristics. They rely on patterns and social norms.
In the first article, we defined the main concepts of semiotics and looked at several cases from different industries. Today, we will look at the case of masculinity (we have combined the concepts of masculinity japan cell phone number list and manliness, although sometimes in scientific works they refer to different phenomena). We will try to answer the questions:
How can brands that target a male audience be relevant?
To begin with, we will try to define the concept of masculinity.
Let's ask people
We can try to approach this task in a traditional way, we will ask people: "What should a real man be like?" And this is what they will answer : "A real man should first of all be a "breadwinner", and also confident, responsible, decent, kind, smart."
Other qualities are also important: reliability, determination, respect from other people, strength, honesty, loyalty, ability to protect, neatness, tidiness, brutality, caring, attentiveness.
As you can see, people weren’t very helpful. It felt like they were identifying several different masculinities. This is a common problem with research based on in-depth interviews and focus groups. People have a hard time articulating value characteristics. They rely on patterns and social norms.