Sinopsi
Detalles
Is male ‘supremachism’ really over? The pages you are holding in your hands sow doubts on the common belief that the governance of ‘the macho’ came to its end. As the proverb confirms, ‘the old dies hard’, despite the yet-to-improve individual and institutional efforts to achieve gender equality. With the serious tone this capital issue requires, the author debunks the myth of male supremacism as a phenomenon from a past and raises awareness of the subliminal survival of the supremachist ideological apparatus. Subtlety reveals as a key factor for the survival of subliminal supremachist campaigns, which threatens a promising future of non-discrimination. Essentially, democratic citizenship must pose itself a crucial question: Are current Western societies’ concessions to feminism genuine or a cover by supremachism to survive in an ideologically volatile world?
S’ha acabat realment el ‘supremacisme’ masculí? Aquestes pàgines sembren dubtes sobre l’opinió comuna que el govern d’"els mascles" ha arribat a la fi. Com confirma el proverbi, ‘the old dies hard’, malgrat els esforços individuals i institucionals per aconseguir la igualtat de gènere. L’autora desmunta el mite del supremacisme masculí com un fenomen del passat i alerta de la pervivència subliminal de l’aparell ideològic supremacista. La subtilesa es revela com un factor clau per a la supervivència de les campanyes subliminals supremacistes, que amenacen un futur prometedor de no discriminació. Atesa la importancia cabdal d’aquest tema, la ciutadania democràtica ha de plantejar-se una pregunta crucial: les actuals concessions de les societats occidentals al feminisme, són autèntiques o una tapadora del supremacisme per a sobreviure en un món ideològicament volàtil?
Biografía
Sergio Yagüe-Pasamón 
is a gender, narrative and linguistic discourse researcher. In his scientific production, which awarded the author a PhD degree at University of Córdoba (Spain), the researcher explores the manipulative modernization of the female conception as a derivative and secondary figure. His background as Associate Teacher at NTNU (Norway) permitted the author to survey the socio-linguistic impact of the phenomenon.
Sergio Yagüe-Pasamón és investigador de gènere, narrativa i discurs lingüístic. En la seua producció científica, que li ha valgut el doctorat a la Universitat de Còrdova (Espanya), explora la modernització manipuladora de la concepció de la dona com a figura derivativa i secundària. La seua trajectòria com a professor associat en la NTNU (Noruega) va permetre a l’autor estudiar l’impacte sociolingüístic del fenomen.
Índex
Índex
Foreword
1 Introduction
1. Supremachism, from ideal design to indoctrination
2. Narrative formats as a harmonic ideological panoply
3. What can readers expect from this monograph?
2 Human history and gender inequality: an indissoluble
1. Gender inequality as criterion for the structuration of human groups
2. The contemporary age and the end of the supremachist infallibility
3 Tracing the purple footprints: the postmodern path to current gender inequality
1. The world conflicts and the rupture of professional male exclusiveness
2. The breach of the male paradigm as the female door to rights
3. The rise and fall of female rights: the Spanish exception
4 “You do well at home”: the housewife recognition in television advertising narratives
1. Recreated accommodation and socio-political statism
2. Power dynamics in calculated television marketing
3. The relevance of television as a medium for ideologisation
4. The pernicious impact of supremachist advertising in consumers
5. Television fitting in Franco’s National-catholic propaganda
6. Advertising regression in a progressing Spanish society
7. Behind a great man, there is always a great female preparation
5 The woman, the old and the bad: ageism in urban legends
1. Urban legends: where reality and the legend meet
2. The urban legend as source for representational gender alterity and vehicle for the vectorisation of supremachism
3. The double disability of the old woman in Camacho’s urban legend repertoire
6 The free-range woman and the twilight of the civilised landscape
1. Gender breach relies on bipolarity, and so does feminism
2. The Genesis original sin and the disaster to narrate forever: the humankind’s female burden
3. The constant replication of the original sin in casual female actions
7 The sacred territory is no woman’s land: the urban legend of Popess Joan as female-oriented warning tale
1. The female and the catholic church: a systematic incompatibility
2. The hermetic Catholic structures to female sensitivities in a creed in decay
3. Moral control and legitimisation of the patriarchy: the legacy of Catholicism in the Western world
4. The illusive Popess Joan: the black sheep amongst the abnegated
5. The life, deeds and the exemplary death of the woman who trespassed to be Pope
8 Stereotyping from tender age: the professional female muting
1. Formal occupations in the public sphere as a female trespass
2. The muting of the woman in the “Era of rights”
3. Stereotypes for kids: audiovisual animation as indoctrinating texts
4. The unrivalled success of the Simpsons’ animation
5. Simpsons and the gendered United States’ family
6. The naturalisation of gender stereotypes in the Simpsons ubiquitous community
7. The denigration of the female professional reputation: the passive silencing of women in The Simpsons animation series
9 “He did it for a reason”: laundering reactionary masculinities in news
1. When alterity turns into flesh: Will Smith at the Oscars 2022
2. The limitations of live audiovisual ideologisation
3. The written press as semipermanent ideological recipient
4. Public opinion influence in opinion statement: the particularities of news
5. The intentional communication formula in news design: manipulative information management
6. The exploitation of pre-existing mental schemes and individuals’ proneness to ideologisation
7. News in action: the neutralisation of Smith’s liable performance
10 Toxic masculinities with a global antenna for mouth and influencer hands
1. Behavioural learning from mass inspirational celebrity models
2. The global broadcasting of reactionary masculinities in contemporary media
11 Final reflection
Bibliographical references
