MASCULINITY

Mainstream media representations reinforce ideas about social attitudes and what it means to be a "real" man. In most media portrayals, male characters are rewarded for self-control and the control of others, aggression and violence, financial independence, and physical desirability.

In 1999, a California-based organization called "Children Now" examined the impact of media on children and youth, and released a report named Boys to Men: Media Messages About Masculinity. Some main observations of the report were:

• the majority of male characters in media are heterosexual
• male characters are more often associated with the public sphere of work, rather than the private sphere of the home, and issues and problems related to work are more significant than personal issues
• non-white male characters are more likely to experience personal problems and are more likely to use physical aggression or violence to solve those problems.

Another study found similar patterns in how male characters were portrayed in children's television around the world. The consistent idea was that boys are portrayed as tough, powerful and either as a loner or leader, while girls were most often shown as depending on boys to lead them and being most interested in romance.

The portrayal and acceptance of men by the media as socially powerful and physically violent continue to reinforce the concept about how men and boys should act in society, how they should treat each other, and how they should treat women and children.

COMMON MALE STEREOTYPES

THE JOKER

• a very popular character with boys, perhaps because laughter is part of their own "mask of masculinity"
• a possible negative consequence of this stereotype is the assumption that boys and men should not be serious or emotional. However, researchers have also argued that humorous roles can be used to expand definitions of masculinity.

THE JOCK 

• is always willing to compromise his own long-term health
• he must fight other men when necessary
• he must avoid being soft
• he must be aggressive
• by demonstrating his power and strength, the jock wins the approval of other men and the adoration of women

THE STRONG SILENT TYPE 

• focuses on being in charge, acting decisively, containing emotion, and succeeding with women
• reinforces the assumption that men and boys should always be in control, and that talking about one's feelings is a sign of weakness

THE BIG SHOT 

• is defined by his professional status
• is the "epitome of success, embodying the characteristics and acquiring the possessions that society deems valuable
• suggests that a real man must be economically powerful and socially successful.

THE ACTION HERO 

• is strong, but not necessarily silent
• is often angry and aggressive
• engages in violent behaviour

THE BUFFOON 

• usually appears as a clumsy father figure in TV ads and sitcoms
• is well-intentioned and light-hearted
• range from slightly inept to completely hopeless when it comes to parenting their children or dealing with domestic (or workplace) issues

GIRLS, WOMEN, AND THE MEDIA

The media, especially children's television, provide more positive role models for girls today. Kids shows such as Dora the Explorer, Canadian Geographic for Kids, and The Magic School Bus give the spotlight to strong female characters who interact with their male counterparts on an equal footing.

A study of the media favoured by teenage girls discovered that a similar proportion of male and female characters on TV and in the movies rely on themselves to achieve their goals and solve their own problems. Television shows like Bones, Battlestar Galactica, and The Simpsons feature girls and women who are physically assertive, intelligent, and in control.

Despite the progress that has been made, there is still a long way to go in terms of the quantity and quality of media representations of woman.

The media still conforms to a stereotyped image of women. In general, girls and women are motivated by love and romance, appear less independent than boys, and are stereotyped according to their hair colour. Blonds fall into two categories, the "girl next door" or the "blonde b*tch," while redheads are always tomboys that are always conventionally attractive, thinner than average women in real life, and heavily sexualized.

The mixed messages that the media sends make it difficult for girls to go through the transition to adulthood. Girls' confidence frequently drops during the pre-teen years as they begin to base their feelings of self-worth more heavily on their appearance and weight. Girls are surrounded by images of female beauty that are unrealistic and unattainable, and those who spend the most time and effort on their appearance suffer the greatest loss in confidence. Up till now, the default trait for women remains boys and romance.

RESOURCES

"A Different World: Children's Perceptions of Race and Class in Media," Children Now, 1996

Baldwin, S. A., & Hoffmann, J. P. (2002). The dynamics of self-esteem: A growth-curve analysis. Journal of Youth and Adolescence, 31, 101-113.

Boys to Men: Media Messages About Masculinity. Children Now, 1999. 

Gotz, Maya. Girls and Boys on Television. International Central Institute for Youth and Educational Television, 2008.