Paul Doan

Publication Date

Spring 2019

Faculty Advisor

Dr. Alexa Dare


Communication Studies


College of Arts and Sciences


The purpose of this study was to understand how commercials in the modern era are slowly becoming parts of social movements and are being used as mediums for advocacy. The main topic of the study, toxic masculinity, is important to get involved in because it is an issue that extends beyond just Super Bowl viewership. Toxic masculinity occurs in multiple aspects of society, including the workplace, school, and the household. Discourse, power, and the gaze are several prevalent concepts from this study and show how commercials really can be used to create awareness for any sort of social movement.


Television advertising; Television commercials; Advertising in popular culture; Masculinity in mass media

Publication Information

CST 435 Capstone Project.

Copyright for this work is retained by the author.

Document Type

Student Project