Blog 2 by Blendi Behluli

For my cultural artifact that I believe is a representation of masculinity, I chose a "Dos Equis: The Most Interesting Man In The World" commercial which was released in spring of 2010 by Dos Equis. To give clarity and visibility to my cultural artifact, I have a YouTube link and image below of the commercial.

https://www.youtube.com/watch?v=L-4zfsy6rsM

I chose this artifact because I have always been intrigued by Dos Equis commercials. What compelled me to choose this exact Dos Equis commercial was the thought of myself at a young age constantly watching this representation of masculinity on television and not understanding how much of an impact it may have had on me. I was 14 years of age in 2010, when I would always see this commercial on television and I remember how funny and humorous it was for me at the time. I obviously didn't drink beer at the time and I also never understood the impact it could have on me, unconsciously or consciously.

Below, I will analyze this cultural artifact in a thorough way to give more context to the artifact.

• This "The Most Interesting Man In The World" commercial was delivered by Dos Equis. However, it was created and produced by the marketing firm Euro RSCG which is now known as Havas Worldwide for Cuauhtemoc Montezuma Brewery. I believe the messages they were trying to convey through this commercial was that Dos Equis beer is for masculine men. Men who are considered manly and on top of the world because of their masculine energy. Their intended audience is men around the world who view themselves as confident and macho, or better explained as arrogant. They try to sell the idea that Dos Equis beer is manly, unlike other "sissy" beer. 
• The commercial displays actor Jonathon Goldsmith and narrator Will Lyman providing a voice over. The actor is a bearded, "debonair" gentlemen who has ideal masculine attributes. The voice over is humorous and gruff. In one scene, Goldsmith is displayed with no clothes catching fish in the snow, exemplifying that he is physically tough and feels nothing. The voice over by Lyman says "he wouldn't be afraid to show his feminine side, if he had one." In other scenes, he is displayed in a flamboyant suit, saying 'hello' to women in a licentious and unchaste manner. As he flirts with a woman, the voice over says "at museums, he is allowed to touch the art." In the last scene, he is seated with multiple women around him as he drinks his Dos Equis beer as he lasciviously states "stay thirsty my friends," implying he has beer and women around him to not be thirsty. 
• What is being sold here is the idea that Dos Equis beer is for macho like and unchaste men. This cultural artifact influences men to continue the stereotype of toxic masculinity because the actor in the artifact is displayed as tough, fearless, handsome, promiscuous, unchaste, and a man of men. 
• This artifact's representations might impact me or others by (whether consciously or unconsciously) influencing the idea and stereotypes of masculine men in this way. It has an effect on everyone but males specifically because it unconsciously influences men to want to behave or act macho and unchaste. It will influence women to feel submissive and inferior to men. 
• This cultural artifact does reinforce traditional ideas about gender, particularly men and masculinities because it portrays a man who is dominant, aggressive, physical, the breadwinner, and the person of interest. It does not challenge or queer masculinity, in fact in perpetuates it and prolongs the ideas and influences of men to become the traditional man. 

All throughout the semester, we have studied toxic masculinity and it has gave my colleagues and I an extensive amount of knowledge within gender and sexuality. This cultural artifact covers much of everything we have learned throughout the semester. It exemplifies toxic masculinity and influences the continuation of gender toxicity and sexism. Boys from an early age (day they are born), whether from their parents or older family members, peers, media, or social life, they are influenced the idea that masculinity is the standard. In one of the scenes, the voice over states that the most interesting man in the world "wouldn't be afraid to show his feminine side, if he had one," as if femininity is less than or something to be ashamed of. Masculinity is a social construct all males feel pressured to fit in and conform to from an early age because it is everywhere. From an early age, boys feel ashamed if they have emotions, are not physically aggressive, don't like sports or physical activities, and don't indulge in unchaste relationships with girls because of the idea of masculinity in our society. In one of the scenes, as the most interesting man in the world physically touches a woman, the voice over says "at museums, he is allowed to touch the art," implying that woman are perceived as art and men who drink Dos Equis beer can touch women if they want. In one of the end scenes, as the actor is surrounded by beautiful women and Dos Equis beer, he says "stay thirsty my friends," which influences the notion hyper sexuality and 'lack of gentle platonic touch' among men. This cultural artifact is a prototypical example of what influences that shame in boys from an early age. This cultural artifact influences notions of male dominance and superiority over women. The representations in the artifact validate almost every idea and everything we learned about men and masculinities throughout the semester and it is very sad to realize how detrimental such cultural artifacts can be for human society.