Friday, May 21, 2010

Unleash the Violence: Monster Energy and Violent Masculinty


Energy drinks are traditionally very male gendered products, most obviously in terms of slogans, packaging, visual advertisements, and corporate sponsorship.  While some focus more on sports others focus more on sexuality, but what they all very adamantly portray is masculinity.  Monster is one of the most over-masculinized brands of energy drinks.  Montser Energy utilizes violent depictions of masculinity and the sexualized passivity of women to clearly portray idealized masculinity to its consumers in order to sell its products to men.

In its endeavor to sell products based on masculinity, Monster employs the use of violence depicted in words.  When discussing the genderedness of Clinique toiletry products Kirkham and Weller state that “language undoubtedly plays a role in the gender coding of Clinique products” (Kirkham 272).  The same applies to Monster as it uses rough and violent language as the basis for the names it gives its products.  Drinks such as Assault, Killer-B, Hitman, and Ripper help male consumers see that the products are in fact powerful and aggressive as they themselves should be.

Monster is depicted in a violent manner while the women marketing the products are depicted as sexually passive and available to the male consumers.  When going over the opposition between masculinity and femininity Katz states, “One of the ways this is accomplished, in the image system, is to equate masculinity with violence, power, and control (and femininity with passivity)” (Katz 352).  Looking at the juxtaposition of both masculinity and femininity as portrayed by Monster, it seems to be story lining sexual violence and control over women. 

Works Cited

Jay. "Baby Monster – 3 Oz. Energy Shot." Weblog post. A Case of HANS: Monster Energy & More. 22 Sept. 2008. Web. monsterfinance.wordpress.com.

Katz, Jackson. "Advertising and the Construction of Violent White Masculinity: From Eminem to Clinique for Men." Gender, Race, and Class in Media: a Text-reader. Thousand Oaks: Sage Publications, 2003. 349-58.

Kirkham, Pat, and Alex Weller. "Cosmetics: A Clinique Case Study." Gender, Race, and Class in Media: a Text-reader. Thousand Oaks: Sage Publications, 2003. 268-73.

Monster. Advertisement. Kustom. Web. kustompcs.co.uk.

"Monster Assault Calories + Nutrition Facts & Information." Calories in Drinks. Web. caloriesindrinks.com.

"Monster Energy." Weblog post. Follow the Money. 22 Dec. 2009. Web. seeker401.wordpress.com.

"Monster Energy with a with Nitrous Oxide Launched." Popsop. 6 Aug. 2009. Web. popsop.com.

2 comments:

  1. Heather-

    I thought your introduction was good. It grabbed my attention and your thesis really set up what you wanted to say in the rest of the paper. I also found both of your quotes to really support the collage and the main points you were trying to make.

    Although I did like your quotes, I felt as though you could have gone into more explanation in your last paragraph. Also in your thesis you described how Monster used “sexualized passivity of women” I think this could have been portrayed more in your collage.
    Good job!

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  2. Heather-
    Great choice for your analysis! You're definitely in the running for the originality prize (um...if I had one...) :O)
    I definitely agree with Alex's feedback for you. The last quote was seemingly out of "left field." It seemed like it was an afterthought that needed a clearer link to the energy drink you cited it in relation to.
    :o)
    Nice job!
    Jessie

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