Euan Robertson

Euan Robertson

Senior lecturer; subject director advertising design; Pasifika coordinator; Ngā Pae Māhutonga - The School of Design

Euan Robertson has worked as a creative director, art director and graphic designer for over 25 years. His research focuses on constructed gender stereotypes and the resulting media representations that impact upon perceptions and performances of masculinity. Robertson is investigating the ramifications of societal expectations of New Zealand men as a result of the Great War.

  • Expertise

    Communication and creative strategic development; advertising and design thinking; marketing solutions; gender theory; Pasifika; World War One; Anzac narratives around the everyday of the soldier.

  • Research Highlights

    Robertson E. B. (2012). Constructing and commemorating soldiers during the Great War. In Endurance and the First World War conference. Christchurch, NZ.
    This paper explores the creation and embedding of lasting stereotypes surrounding soldiers and masculinity before and during the Great War and the ‘heroic’ men that epitomised the characteristics of real ‘Kiwi’ males. It investigates the role societal myths and patriotism played in appropriating and reinforcing the yardstick expected of New Zealand soldiers and the legacy that endures today. This yardstick measured strength, endurance and courage and became pivotal in creating a unique New Zealand soldier myth.

     Robertson, E. (2011). Constructed masculinity: How much do media representations dictate male identity?. In M. E. Harrison, & P. W. Schnarrs (Eds.), The 17th Annual American Mens Studies Association Conference Proceedings: Beyond Borders: Masculinities and Margins (pp. 88-99). Montreal, Canada: Men's Studies Press.
    This chapter explores how men perform their masculinity and evaluate themselves as a direct consequence of media representations. It examines the role contemporary popular media plays in constructing myths, stereotypes and, ultimately, frameworks round masculinity. Robertson adds a New Zealand dimension to international research.

    Robertson, E. (2010). Media gender stereotypes and interpertations by female Generation Y. Forum on Public Policy, 2010 (2).
    This research explores the impact of the ‘third wave of feminism' on generation Y females and their reliance on popular media stereotypes to define their identity, dress and gender performance. It highlights how international popular media construct restrictive frameworks for young women within a unique New Zealand perspective. Analysis focused on how media producers attempt to encode identity and how the complexities and ambiguity around decoding results in confusion for readers and viewers.

    Robertson, E. B. (2008). Newspaper portrayal of masculinity in 1914/1915 how newspapers contributed to the strengthening of masculine frameworks at the time of the great war. In Power and place: Refereed proceedings of the Australian & New Zealand Communication Association Conference 2008 (pp. 1-13). Wellington, NZ: Massey University.
    The paper interpreted 1914-1918 newspaper texts alongside research on media gender representations. It examined early 20th century NZ pioneer stereotypes and the manipulation and rhetoric of NZ newspapers, resulting in constructed characteristics of NZ masculinity which established the archetype 'real man'. It explored societal expectations to identify the ramifications of enlistment and mental health on these expectations. 


  • Qualifications

    MFA (Massey University)