Toys as examples of multi-modal

discursive construction of masculinity

 What Does it Mean to ‘Be a Boy’?
• Power relations are constructed and established
through expectations regarding boys and their
social behaviours. In other words, playing games
with cars, sports, weapons and guns is more or
less an expected social behaviour for boys
 You can be a real alpha male:
 his qualities – large outlined muscles, strength, power,
weapons;
 this man is ready to danger;

 Adventure (rock climbing, outdoor activity) and danger

(no climbing harness);
 Presence of sport discourse (workout, fat free, building
lean muscles, climbing);

https://www.amazon.co.uk/Hasbro-Action-Man-Operation-Jungle/dp/B00006S23R
 Be the fastest and the best:
 competitiveness;
 Independance;

 Being in control – indicates a role of a man

in society;
 Adventurous activities – chainsaw joggling,
hazard, taming wild animals, knife
throwing, walking on hot coals, canon
shooting, driving fast car;
 Again, no empty adjectives, only direct
message;

https://allegro.pl/oferta/sportowy-samochod-wyscigowy-zdalnie-sterowany-rc-
11480349755
 Build a save people
 Fast and speed

 Characteristics associated with hegemonic

masculinity include strength,
competitiveness, assertiveness,
https://allegro.pl/oferta/lego-city-60214-woz-strazacki-straz-pozarna-pozar-
confidence, and independence, compete
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