It depends on how you define success. The poster has enjoyed widespread acclaim and was praised by the American Assembly for Men in Nursing AAMN for its facilitation of improved male recruitment.
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In this way, it has been successful. Yet, the posters fail to challenge the underlying gender structure that positions masculinity as inherently different than and superior to femininity.
Thus, perhaps in a more meaningful way, this campaign is better understood as unsuccessful—at least insofar as it might bring about meaningful change in gender relations or occupational segregation more generally. By appealing to a set of highly exclusive images of masculinity, the posters communicate that these men are still men; they just happen to be nurses too. In this way, the posters are actually relying on the same essentialist ideology that pushes men away from and women toward nursing in the first place.
The takeaway messages seems to be that, unlike women who are believed to make good nurses because they are women, men make good nurses in spite of being men. Pingback: Gender Stereotypes — Site Title. You are commenting using your WordPress. You are commenting using your Google account.
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