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Hyper-masculine ads

Guys, what kinds of ads populate the magazines you read?

Aggressive Advertising Makes for Aggressive Men

Where male attitudes are concerned, a new study implicates magazine advertisements specifically aimed at men as helping to reinforce a certain set of views on masculinity termed "hyper-masculinity."

Hyper-masculinity is an extreme form of masculine gender ideology comprising four main components: toughness, violence, dangerousness and calloused attitudes toward women and sex. The authors found that hyper-masculine depictions of men, centered on this cluster of beliefs, appear to be common place in U.S. magazine advertisements.

Using a range of eight, high-circulation magazines marketed to men of different ages, levels of education and income (e.g. Golf Digest to Game Informer), Vokey and her colleagues analyzed the ads in each magazine where a photograph, picture or symbol of a man was shown. The researchers then categorized these advertisements using the four components that constitute hyper-masculinity. They found that at least one of these hyper-masculine attitudes was depicted in 56 percent of the total sample of 527 advertisements. In some magazines, this percentage was as high as 90 percent.

Vokey's results are consistent with considerable prior research showing a positive association between hyper-masculine beliefs and a host of social and health problems, such as dangerous driving, drug use and violence towards women.

The authors conclude, "The widespread depiction of hyper-masculinity in men's magazine advertising may be detrimental to both men and society at large.. Although theoretically, men as a group can resist the harmful aspects of hyper-masculine images, the effects of such images cannot be escaped completely." [emphasis mine]

Do you find yourself comparing your body to a hypermasculine "ideal"? Do you sometimes wonder if you're not tough enough?

Women aren't alone is being subtly assaulted by distorted unhealthy "ideal" images.

Tags: hypermasculinity

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Replies to This Discussion

Permalink Reply by Loren Miller on March 1, 2013 at 12:52pm

I look at that crap and (almost) have to laugh. Those supposed male role models are about as typical as the proverbial Playboy Playmate or, far more visible these days, the fairy-wing-bedecked models from Victoria's Secret. The girls are pleasant enough to look at, as are some of the men, but beyond that, they both are about as attractive to me as a hole in the head.

Sure, there was a time when I was in great shape, perhaps 30 or so years ago, but that was back in the days when I actually had a metabolism. Right now I'm overweight and I know it, and I do what I can to correct that situation because, frankly, I don't want to continue being overweight. I'm self-motivated to deal with the problem. I don't need images like those above , which amount more to insult than to incentive.

Permalink Reply by Future on March 1, 2013 at 1:38pm

That 50 cent image is too funny. A burly gangster pointing a gun in your face, with Christian dogma neatly draped across his chest. Hey, why stop there? Why not throw in a few more ironic symbols? Perhaps his other hand could be holding a tray of freshly baked cookies, or maybe his skull cap should have a rainbow on it.

Permalink Reply by Steph S. on March 1, 2013 at 5:13pm

You are right Future - those ironic symbols are just too much - and the cross is soooo very large!

Permalink Reply by Joan Denoo on March 1, 2013 at 2:18pm

"results are consistent with considerable prior research showing a positive association between hyper-masculine beliefs and a host of social and health problems, such as dangerous driving, drug use and violence towards women.

"The widespread depiction of hyper-masculinity in men's magazine advertising may be detrimental to both men and society at large.."

~ Megan Vokey, a Ph.D. candidate, University of Manitoba

I wonder if guys and gals will ever get the picture, gender roles can be detrimental to men, women and society. Children have one heck of a time figuring out who to be when they grow up and this kind of role confusion doesn't help one bit.

Thanks Ruth. and Thanks Loren and and Future! Say it again, louder! Wouldn't it be just splendid if I lived to see public perspective of violence in the home as so despicable it would end. I dream big.

Permalink Reply by Tom Reeves on March 1, 2013 at 2:44pm

Do you find yourself comparing your body to a hypermasculine "ideal"? Do you sometimes wonder if you're not tough enough?

I would no more compare myself to 50 cent than I do the unabomber or a serial rapist. If the strong silent type has been replaced by the tough stupid thug, woe be unto the generation of females that must choose from this vile lot.

As long as I can maintain a physique slightly superior to Homer Simpsons, I think my wife won't leave me for six-pack abs with a penchant for murder. As for tough enough, as long as the spider isn’t too big, I can watch my wife kill it. Otherwise, I have to leave the room. Pretty bad ass, huh?

Permalink Reply by Joan Denoo on March 1, 2013 at 3:03pm

You sound sensitive and sensible to me Tom.

Permalink Reply by Steph S. on March 1, 2013 at 5:14pm

Yeah you do sound very sensible Tom.

Permalink Reply by Ruth Anthony-Gardner on March 1, 2013 at 11:36pm