Published on February 28, 2013 at 11:43 PM
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.
Source: Springer Science+Business Media