Eminem: The Quintessential Antiauthority Rebel

Jackson Katz’s article, Advertising and the Construction of Violent White Masculinity: From Eminem to Clinique for Men, points to the controversy of violence and media. Katz notes, “In recent years, academics, community activists, and politicians have increasingly been paying attention to the role of the mass media in producing, reproducing, and legitimating this violence. Unfortunately, however, much of the mainstream debate about the effects of media violence on violence in the “real” world fails to include an analysis of gender” (349). Nevertheless, gender plays a pivotal role in advertising, and the appeal of violent behavior for men is often incorporated into mainstream advertising.

What I thought was really interesting about this article was the notion of “the angry, aggressive, White working-class male as antiauthority rebel.” Katz speaks of male icons in the music industry that embody all sorts of violent angers and resentments, seeking validation in the defiance of middle-class manners and social conventions. In particular, Katz highlights rap artist Eminem, who since the 90s, has been skillfully marketed to young males (especially White boys), as an anti-authority rebel. In all of Eminem’s CD covers and any medium featuring his face for that matter, he is always portrayed with scowls and “looks of grim seriousness.” Although these faces don’t necessarily promote violent activities among young males, they encourage “in-your-face” behavior that can easily escalate into real-life violence. Katz notes, “…because his crude profanity offends a lot of parents, kids can ‘rebel’ against their parents’ wishes by listening to him, buying his CDs, and so on” (353). Eminem’s image has therefore taken on this persona as being rebellious.

Ironically enough, when I was in the airport this past June, I hit up the Hudson News stand and glanced through VIBE magazine, which featured Eminem on the cover. He was sporting his default scowl, lips practically puckered, with his arms crossed. After reading this article, I looked up pictures of Eminem’s CD covers, from his earlier projects to his most recent CD “Relapse” and well, I have to say Jackson Katz’s point was proven – every single one of Eminem’s CDs on which his face was featured had him doing his usual frown with his eyes glaring right at you. I am convinced. Eminem’s expression feeds right into the concept of constructions of violent White masculinity in the media.

Here is a selection of his CD covers: