Pixelated Semantics

It's a long way from stereotype to category

A research report which highlights the move away from stereotypes for the Australian male, itself creates (strictly speaking) new stereotypes for marketers to target. While the SMH's reporting bravely begins with men having "mostly left stereotypical masculinity behind them", in short order it presents "The Male Blueprint study" classifying men "into five new categories for advertisers to target: the All Rounder, the Family Man, In Touch, the Peacock and the Cruiser." We are apparently now categories to target, not individuals, but not stereotypes either. There is almost a note of reassurance to the Herald's declaration that "In Touch guys [...] had even more liberal attitudes - 85 per cent of them embraced fashion and grooming and also believed women made good mates." A "liberal attitude" that studiously avoids the political orgins of the term in favour of "fashion and grooming".

Item posted by AutoEditor at 1:42 pm ::