Introduction
Strategies for success, especially in media and publicity, change to the demands of the times and existing trends. However, each person determines their tactics based not only on the average current agenda but also on their identity and the conventions associated with it. In modern conditions of “feminization” of various economic, political, and entertainment spheres, the strategy for achieving success for men is changing, adjusting to the required discourse. For straight black males, trying on more feminine looks can be effective, as they are forced to adapt not only to the Gender Equality agenda but also to overcome additional obstacles associated with everyday and systemic racism.
History of Straight Black Males Representation
The representation of straight black males in the mass media has undergone various changes. In the 80s of the last century, the image of a black man in the US was associated primarily with “reality” crime shows and samples of toxic, wild, uncontrollable masculinity. This image was opposed to the images of controlled and intelligent masculinity straight-white males. One of the first examples of the “humanization” of the image of a black man can be considered the image of the main character in the television series Frank’s Place (1987-1988) (Bishop & Duffy, 2020). Despite the persistence of harmful racial stereotypes in his image, it can be considered that this persona marked the beginning of the “feminization” of the macho image on television and in films, along with other white male characters of this period. Over the following decades, the representation of black males in the mass media changed several times. It includes black man masculinity as a set of stereotypical features, which was appropriated by various white male representatives of culture, for example, rap and hip-hop artists.
Straight Black Males Representation Nowadays
In the current global trend towards the feminization of mass media, culture, and sports, there is a spreading issue of straight men having to adjust their masculine identity to new realities. This process has affected men of all races in the US, and the tendency to denounce “toxic masculinity” has led to a demand for a soft, somewhat feminine image of a man devoid of aggression (Sullivan, 2016). However, within the male community, this trend has taken root in various forms since, in general, competition and some tenacious stereotypes about the image of a “successful man” have been preserved.
Straight white men, despite the apparent desire to soften the picture as a whole, still play the role of successful, educated men with career aspirations and traditionally “masculine” character traits. The same is true for representatives of other races and nationalities who have already achieved fame and recognition, as modern society is slowly moving towards racial equality. Straight black men who have achieved fame and success can go beyond the stereotypical roles and express themselves to the fullest. However, for those just beginning their career path in these areas, the issue of pronounced feminization and demasculinization can be a mean to break through to fame and circumvent discrimination. This is because non-aggressive images in modern culture are perceived more positively than more masculine ones. The straight black man can gain certain advantages by exploiting this role on stage and in other public performance spaces. However, the problem is that due to the need to acquire more feminine features, the idea of straight men is also transformed. Moreover, many people have to do it without desire and only with the aim of finding success in their careers.
The context of an era is always essential for understanding the motives of people acting in this period. For example, straight black males in the 20s of the XXI century can actively use feminization and demasculinization strategies to acquire success. In such an atmosphere, adopting a more feminine persona can effectively overcome obstacles faster and advance a career. However, in the face of continued competition within the male community, the path to success in the media remains just as difficult, as one must compete not only among themselves but also with representatives of straight white males.
References
Bishop, S., & Duffy, B. E. (2020). The feminization of social media labor. In The Oxford Handbook of Digital Media Sociology
Sullivan, T. J. (2016). Introduction to social problems. Pearson.