Building hegemonic masculunity through new media content consumption: Fitness and gaming sectors

The representation and establishment of identity in today's society has turned into a complex process. In this respect, the construction of gender identities emerges as a multifaceted process influenced by social factors. Considering the aspects of consumption that shape and express identity, it is important to examine the link between consumption and gender. Within the scope of this thesis, the role of consumption in the context of fitness and gaming in the construction of hegemonic masculinity has been investigated within the framework of post-structuralist gender theory. The arbitrary aspects of meaning production in the context of gender are emphasized and factors that support the construction of these narratives are highlighted. The thesis aimed to show the parallels between advertisements of the sector and the consumption motivations of the participants within the values glorified under hegemonic masculinity. With a two-way methodology, the textual analysis of the new media advertisements of the leading brands of the sector was examined, and then interviews were conducted with the participants who are activin the fields of games and fitness. The interviews were analyzed with the thematic analysis method. As a result of the thesis, many similarities were determined between the data of the participants and the advertisements examined in the context of hegemonic masculinity themes. As a conclusion of thematic analysis six themes were determined (competition, superiority, power, performance, success and achievements). The recurring themes during the interviews were also identified in the advertisement narratives. The thesis emphasizes the importance of two researched areas in the context of maintaining hegemonic masculinity narratives and preserving its normative status in society. Considering the discriminatory and aggressive aspects of established gender narratives, the examination of natural and seemingly usual ideologies has an important place in the construction of alternative gender meanings.