Navigation Links
Aggressive advertising makes for aggressive men

Does advertising influence society, or is it merely a reflection of society's pre-existing norms? 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." The article by Megan Vokey, a Ph.D. candidate from the University of Manitoba, and colleagues is published in Springer's journal Sex Roles.

Hyper-masculinity is an extreme form of masculine gender ideology comprised of 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. Further analysis of the data showed that magazines with the highest proportion of hyper-masculine advertisements were those aimed at younger, less-affluent and less-educated men. The authors argue that this is an area of real concern as young men are still learning appropriate gender behaviors, and their beliefs and attitudes can be subtly shaped by images that the mass media repeatedly represent. In addition, men with lower social and economic power are already more likely to use a facade of toughness and physical violence as methods of gaining power and respect. These advertisements are thought to help reinforce the belief that this is desirable behavior.

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." They add that educating advertisers about the potential negative consequences of their advertising may help reduce the use of these stereotypes.

Contact: Alexander Brown
Springer Science+Business Media

Related medicine news :

1. Groundbreaking UK study shows key enzyme missing from aggressive form of breast cancer
2. Avastin May Help Boost Survival With Aggressive Cervical Cancer: Study
3. Hospice use rises; So does aggressive care
4. Researchers discover promising prognostic marker for aggressive breast cancer
5. As colorectal cancer gets more aggressive, treatment with grape seed extract is even more effective
6. Kaiser Permanente study: Change in PSA levels over time can help predict aggressive prostate cancer
7. Researchers reveal aggressive breast cancers metastatic path
8. AvePoint Opens Office in Washington State, Continuing Aggressive Expansion to Meet Ever-Growing Market Needs
9. Mesothelioma Victims Center Begins a New Year with an Aggressive National Initiative, Focused on the Best Possible Financial Compensation for All Victims and Their Families
10. Immune system changes may drive aggressiveness of recurrent tumors
11. Kershaw, Cutter & Ratinoff Petitions FDA To Take Aggressive Action To Help People With Hip Replacement Problems
Post Your Comments:
(Date:11/27/2015)... ... November 27, 2015 , ... Keeping in mind challenges faced ... and wellness consultation, has collaborated with a leading web-based marketplace for extra-curricular activities ... by parents and bring advice from parenting experts within their reach. As a ...
(Date:11/27/2015)... (PRWEB) , ... November 27, 2015 , ... Avid collector, ... Ann Arbor Michigan boxing style concert posters. This is one of Joplin's most famous ... Canterbury House at the University of Michigan in Ann Arbor. The According to Hawley, ...
(Date:11/26/2015)... Cambridge, ON (PRWEB) , ... November 26, 2015 ... ... availability of a real-time eReferral system for diagnostic imaging in the Waterloo region. ... mammography, BMD and Nuclear Medicine tests directly from their electronic medical record (EMR) ...
(Date:11/26/2015)... ... November 26, 2015 , ... PRMA Plastic Surgery is ... 2015, our surgeons performed their 6,000th free flap breast reconstruction surgery! , “What an ... every day excited to rebuild lives and it’s an honor to have served all ...
(Date:11/26/2015)... ... November 26, 2015 , ... Indosoft Inc., developer and distributor of the world-class ... improve system efficiency and reliability. , The new Q-Suite 6 platform is based on ... avoids locking itself into a specific piece of software for many key components of ...
Breaking Medicine News(10 mins):
(Date:11/26/2015)... 26, 2015 ... ser potential att använda SyMRI för att ... för patienter med multipel skleros (MS) eller ... SyntheticMR AB för att kunna använda SyMRI ... Med SyMRI kan man generera flera konstrastbilder ...
(Date:11/26/2015)... November 26, 2015 ... adds "Global Repaglinide Industry ... Report on China Repaglinide Market, 2010-2019" ... data and information to its online ... . --> ...
(Date:11/26/2015)... 2015 ) ... "Radioimmunoassay Market by Type (Reagents & Kits, ... Clinical Diagnostic Labs), Application (Research, Clinical Diagnostics), ... report to their offering. --> ... of the "Radioimmunoassay Market by Type ...
Breaking Medicine Technology: