<abstract xmlns="http://www.w3.org/1999/xhtml"><p> The focus of this article will be on the televised constructions, both in leading American mass media and in the two leading Norwegian television networks, of Bush’s announcement of victory in Iraq on May 1 2003, on board the battleship Abraham Lincoln. The article opens with a consideration of hegemony in mass media, focusing on hegemonic discourse in general, and at times of war in particular. Looking through my ‘gendered lenses’ might reveal how some kinds of hegemonic masculinity are embedded in this discourse and regarded as universal. The intention is to shed light on how non-hegemonic discourses (such as those in Norwegian media) are restrained, in subtle ways, from being counter-hegemonic. By highlighting the gendered perspectives the article may also serve as a kind of feminist and non-military intervention in dichotomic discourses, be it the dichotomies war-peace, victory-defeat or characteristics attributed to “we” and “them”. The approach is strongly influenced by cultural analysis, critical discourse analysis as well as by rhetorics.</p></abstract>

The focus of this article will be on the televised constructions, both in leading American mass media and in the two leading Norwegian television networks, of Bush’s announcement of victory in Iraq on May 1 2003, on board the battleship Abraham Lincoln. The article opens with a consideration of hegemony in mass media, focusing on hegemonic discourse in general, and at times of war in particular. Looking through my ‘gendered lenses’ might reveal how some kinds of hegemonic masculinity are embedded in this discourse and regarded as universal. The intention is to shed light on how non-hegemonic discourses (such as those in Norwegian media) are restrained, in subtle ways, from being counter-hegemonic. By highlighting the gendered perspectives the article may also serve as a kind of feminist and non-military intervention in dichotomic discourses, be it the dichotomies war-peace, victory-defeat or characteristics attributed to “we” and “them”. The approach is strongly influenced by cultural analysis, critical discourse analysis as well as by rhetorics.

Images of Victory Images of Masculinity? Images of Victory Images of Masculinity?

Associate Professor, Department of Communication, Culture and Language, Norwegian School of Management, N-0442 Oslo,

Nordicom Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

The focus of this article will be on the televised constructions, both in leading American mass media and in the two leading Norwegian television networks, of...

Images of Victory Images of Masculinity? Images of Victory Images of Masculinity?

Published Online: Feb 14, 2017

Page range: 63 - 79

DOI: https://doi.org/10.1515/nor-2017-0219

Keywords
rhetoric, images, metaphor, dichotomies, masculinities, femininities

© by Berit von der Lippe

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Images of Victory Images of Masculinity? Images of Victory Images of Masculinity?

Published Online: Feb 14, 2017

Page range: 63 - 79

DOI: https://doi.org/10.1515/nor-2017-0219

Keywordsrhetoric, images, metaphor, dichotomies, masculinities, femininities

© by Berit von der Lippe

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
rhetoric, images, metaphor, dichotomies, masculinities, femininities