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:6/25/2016)... ... 2016 , ... First Choice Emergency Room , the largest network of ... Medical Director of its new Mesquite-Samuell Farm facility. , “We are pleased to ... said Dr. James M. Muzzarelli, Executive Medical Director of First Choice Emergency Room. ...
(Date:6/25/2016)... ... June 25, 2016 , ... On Friday, June 10, Van Mitchell, Secretary ... Work award to iHire in recognition of their exemplary accomplishments in worksite health promotion. ... Maryland Workplace Health & Wellness Symposium at the BWI Marriott in Linthicum Heights. iHire ...
(Date:6/24/2016)... Michigan (PRWEB) , ... June 24, 2016 , ... Those ... deal with these feelings, many turn to unhealthy avenues, such as drug or alcohol ... of Marne, Michigan, has released tools for healthy coping following a traumatic event. , ...
(Date:6/24/2016)... ... 2016 , ... The Pulmonary Hypertension Association (PHA) learned during ... two significant new grants to support its work to advance research and patient ... recognizing patients, medical professionals and scientists for their work in fighting pulmonary hypertension ...
(Date:6/24/2016)... (PRWEB) , ... June 24, 2016 , ... Comfort Keepers® ... American Cancer Society and the Road To Recovery® program to drive cancer patients to ... and other adults to ensure the highest quality of life and ongoing independence. ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... 2016 Research and Markets has announced ... Diagnostic Tests" report to their offering. ... The World Market for Companion Diagnostics covers ... Market analysis in the report includes the following: ... Diagnostic Kits) by Region (N. America, EU, ROW), 2015-2020 ...
(Date:6/24/2016)... KNOXVILLE, Tenn. , June 24, 2016 /PRNewswire/ ... market providing less invasive and more durable cerebrospinal ... million in funding.  The Series-A funding is led ... the Lighthouse Fund, and other private investors.  Arkis, ... less-invasive neurosurgical instrumentation and the market release of ...
(Date:6/23/2016)... 23, 2016 Research and Markets ... Market by Type (Organic Chemical (Sugar, Petrochemical, Glycerin), Inorganic ... Coating, Parenteral) - Global Forecast to 2021" report ... The global pharmaceutical excipients market is projected to ... of 6.1% in the forecast period 2016 to 2021. ...
Breaking Medicine Technology: