Smartphone culture and masculine hegemony
Today, Honor Magic V3 is conquering the vast domain of mobile communication devices (YouTube, 2024). As a light-house in the dark, it calls us in with precise diamond cut finishes, slim constitution, strong as steel design, and mighty performance. The narrative, infused with metaphoric language, highlights masculine traits, as conveyed by the authoritative tone of the advertisement (Hammer, 2016). This is a use of metaphor, the ability to express an idea with a language that can signify another idea or a situation (Gamson et al., 1992). Chandler (2017) argues that metaphor lies in the core of the language and cannot be eliminated by clear cold-cut words. By applying more figurative speech, our language becomes richer and more accessible making communication more universally resonant and accessible. Using the colourful scope of discourse, advertisements like this create tropes that produce associations and meanings that define literate and figurative perception (Chandler, 2017).
Furthermore, the Honor Magic V3 ad reinforces gender associations by introducing a male character embodying intelligence, high performance, productivity, versatility, and strength (YouTube, 2024). In contrast, the camera feature is associated with a female figure, embodying beauty, grace, and elegance—qualities designed to appeal to visual appreciation. Qualities that are more appealing to an eye, which in this case is a digital camera eye. These attributes assigned to male and female characters are deeply ingrained and familiar to the majority representing the hegemonic formation of culture (Gamson et al., 1992). At its core, Honor Magic V3 propagates ideals of masculinity by aligning the product with traits traditionally associated with being a man.
However, hegemony has been a subject of volatility and fluidity as minority social groups challenge dominant cultural narratives through legacy media imposing their versions of female and male qualities to a wider audience (Gamson et al., 1992). To change a behaviour pattern requires disruptive innovation and a revolutionary approach. One way to shake established stereotypes is through humour and playful tropes. As Horne (2024) notes, "light-hearted language can deliver strong tangible benefits" by fostering shifts in perception and encouraging new ways of thinking. It is conceivable that technological devices could adopt a more playful and inclusive approach in the future.
Ultimately, Honor Magic V3 and similar technologies are marketed as aspirational objects, often imbued with symbolic, trophy-like qualities designed to attract a predominantly male audience. Such advertising strategies reflect deeper cultural narratives surrounding gender and technology.
References:
Chandler, D. (2007). Semiotics: the basics. 4th Edition. DOI: 10.4324/9781003155744
Gamson, W. A., Croteau, D., Hoynes, W., & Sasson, T. (1992). Media Images and the Social Construction of Reality. Annual Review of Sociology, 18, 373–393. http://www.jstor.org/stable/2083459
Hammer, E. (2016, October 26). It's All About Sex: Gender Roles in Advertising: Hegemonic Masculinity: Not Quite "Mad (Or Manly) Men". Blog https://thegenderagendar.blogspot.com/2016/10/hegemonic-masculinity-not-quite-mad-or.html
Horne, L. (2024, November 7). Unboring: the case of playful behaviour change. Marketing Mag. Medium https://www.marketingmag.com.au/featured/unboring-the-case-for-playful-behaviour-change/
YouTube. (2024, September 6). Unfolding a smarter world. Honor Magic V3. [Video]. YouTube https://www.youtube.com/watch?v=HwdI7XtyCqM