Navigation Links
Aggressive advertising makes for aggressive men
Date:2/28/2013

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
alexander.brown@springer.com
212-620-8063
Springer Science+Business Media
Source:Eurekalert

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:
*Name:
*Comment:
*Email:
(Date:3/29/2017)... ... 2017 , ... Based on research from Guardian’s Fourth Annual ... trying to balance both short-term and long-term benefits demands. Are employers struggling ... complexity, companies are finding that the short-term strategies used to control costs, improve ...
(Date:3/29/2017)... ... 29, 2017 , ... Altima Technologies, Inc., the maker of ... center assets and audio-video devices has recently updated its Visio Stencils library with ... and download shapes and stencils from http://www.VisioStencils.com. , New devices were ...
(Date:3/29/2017)... Linda, Ca (PRWEB) , ... March 29, 2017 , ... ... of a growing number of cancers and is touted to be the next revolution ... treatment, thus far, has been in the form of immune checkpoint inhibitors such as ...
(Date:3/29/2017)... ... , ... AvePoint , the Microsoft Cloud expert, is pleased to announce ... at the Riverfront Plaza, 901 East Byrd Street. AvePoint is celebrating with a ribbon-cutting ... and Mayor of Richmond Levar M. Stoney. , Founded in 2001, AvePoint employs more ...
(Date:3/28/2017)... ... March 28, 2017 , ... ... first technology to directly address the resolution to globally reduce the harmful use ... patented compound of FDA and TTB approved ingredients that when infused into alcohol, ...
Breaking Medicine News(10 mins):
(Date:3/29/2017)... 2017   Dynatronics Corporation (NASDAQ: ... Cynthia L. McHenry (Cyndi) as Vice ... leading Dynatronics manufacturing, distribution, and purchasing operations across ... CEO Kelvyn H. Cullimore, Jr. ... process conducted by the company as it continues ...
(Date:3/29/2017)... NetworkNewsWire Editorial Coverage  ... There are a number of advantages ... economic arguments also favor its legalization. The benefits include increased ... to legalize and regulate marijuana requires an ecosystem of support ... SING Profile ), American Cannabis Company (OTC: AMMJ), Kush Bottles, ...
(Date:3/29/2017)... AVIV, Israel , March 29, 2017 ... agreement in which Exeltis will obtain exclusive marketing rights for Neurim,s ... ... an age-appropriate drug targeted to treat sleep disorders in children with ... be the first sleep medication approved for children. The ...
Breaking Medicine Technology: