BLOG 4

            This Doritos commercial constructs the racial stereotype of African Americans in Omi’s reading and it also reflects Devor’s idea about masculinity.

            First of all, a big guy constructs the racial stereotype of blacks described in Omi’s reading. According to Omi, blacks are portrayed “as physically strong, but dim-witted.”(22) The big guy seems to be physically strong and big. He is tall and has big hands but he looks dim witted to get along with the little boy.  When he gives flower to the woman and enters the house, he tends to be a strong man. However, the little boy who is way shorter and smaller than him slaps him hard. This also looks dim-witted because he is hitted by a little boy even though he is described as a physically strong man.

            Secondly, the little boy shows the attributes of masculinity illustrated in Devor’s reading. When the boy slaps the big guy, aggression which is the one of the masculine attributes is expressed. As written in Devor’s reading masculinity tends to be aggressive and violent and also desires dominant power. In this commercial, the boy seems to be responsible for her mom because he is masculine. He is a dominance of hierarchy in his family. He also shows aggressive action and speech to achieve dominance in their relationship. This also reflects Devor’s idea of masculinity because Devor says that masculinity expresses aggression and masculine values occupy the hierarchical dominance.