What about the boys?

My last two posts have mainly centered on just how females are poorly represented by the media and how society is influenced by this falsified version. So what about our male counterparts? Why is it that there is far less of a focus on males in advertising? Is advertising with males simply less prominent than it is with females? Are males influenced less by advertising?

air freshner advertiser
Photo Credit: The Atlantic: Available from http://www.theatlantic.com/health/archive/2014/03/body-image-pressure-increasingly-affects-boys/283897.

One such post on Adweek states how the objectification of men in advertising is nothing new. Icons such as the Old Spice man or the Marlboro man have been around for a very long time (AdWeek, 2015). Yet, more recently there has been an explosion in the often…shall we say…shirtless stud. These individuals are involved with everything from colognes to air fresheners. Yep, air fresheners. In the advertisement just here, really the model has been plonked in for no particular reason. Although many ad experts and social commentators see the whole thing as a harmless turning of the tables following decades of bikini-clad babes in beer commercials, I’m not quite sure its all that simple. Simply because men are now objectified more frequently than ever by the media could be wrongly seen as equality.However, this really isn’t the case. The real argument is how the media has become more of an equal opportunity discriminator. Men’s bodies simply are not good enough now either. This notion has been argued by “The Atlantic” which stated how; “In the face of the ideals they’re bombarded with, its no surprise that adolescent boys, like wave of girls before them, are falling prey to a distorted image of themselves and their physical inadequacies” (The Atlantic, 2014). Thus, it is now safe to say that the impact of such images are also having an impact and the impact of such is real. Recent research has found a significant relationship between men’s exposure to the muscular ideal portrayed by media and negative self-images. One again the effect that media can have on our own self-image and self-worth is really shocking. The correlation between the unrealistic ideal offered by the media and the real life impact it has on us is prominent here too. However, unlike their female counterparts, its not about getting skinny, its about bulking up.

Now more than ever, males are told that they need to be bigger to “fit” with the conformity of the muscular ideal. Research conducted found that up to 25% of normal weight males consider themselves to be underweight (McCreary and Sadava, 2001). Thus, media images have distorted our perceptions of reality and of what is normal.

Again, advertisers of all kinds have copped onto this notion and are preying on what we have come to accept as normal. Marketers are targeting an ever younger age group so as to rope them in. Figurines of action heroes, for example, have lost all fat but now carry a substantial six pack. Even action children s Halloween costumes have added padding to make them bigger (The Atlantic, 2014).The point is that from an ever younger age, males are getting the message that they will need to resemble such. It is also now more prominent in high schools according to The Atlantic. This article argues how a 2012 study conducted found that muscle enhancing foods like protein rich sports bars and protein shakes are “pervasive” amongst such a young age group.

Thus, it has become clear that the impact of media advertising is now having the same negative impact on males, just as it has done with females, and although almost catching up, the impact is the same. Adverts have an alarming amount of control on forming our “own” self-images and self-worth.

Readings:

AdWeek, (2015). Hunkvertising: The Objectification of Men in Advertising. [online] Available at: http://www.adweek.com/news/advertising-branding/hunkvertising-objectification-men-advertising-152925 [Accessed 18 Feb. 2015].

The Atlantic, (2014). Body-Image Pressure Increasingly Affects Boys. [online] Available at: http://www.theatlantic.com/health/archive/2014/03/body-image-pressure-increasingly-affects-boys/283897/ [Accessed 18 Feb. 2015].

McCreary, D. and Sadava, S. (2001). Gender differences in relationships among perceived attractiveness, life satisfaction, and health in adults as a function of body mass index and perceived weight.Psychology of Men & Masculinity, 2(2), pp.108-116.

Combating the stereotype

My last post introduced the whole notion of the impact that media has on our perceptions of normality. It centred on how women, in particular, are enhanced and photoshopped to a large extent in magazines in particular. According to a 2010 study, 81% of girls would rather see real or natural photos of models in magazines. 63% of girls stated how body image displayed by the media is “unrealistic” yet, 60% say that they compare themselves to the fashion models and over half again wished that they were as skinny as the models in the photos. In short, girls see images that – despite recognizing as unrealistic, unattainable, and often not even real – they aspire to meet and then suffer when they can’t help but fail to do so (Nyc.gov, 2015).

This new post will highlight how (thankfully!) how different campaigns, organisations and certain celebrities are speaking out against such issues and are fighting to have women represented in a fair and realistic light.

The Big Apple is one of the first cities to take on and tackle such issues as a whole. Later on in the fall of 2015 it aims to target its campaign to young girls aged 7-12 years in order to help showcase the importance of individualism and normality. It aims to showcase a number of videos and images displays at bus shelters, busses themselves, park benches with the words “I am a girl, I a beautiful the way I am”. The initiative also is providing a curriculum aimed at 10 – 15 year old girls which explains positive changes in girls’ body image, body satisfaction, and body esteem. Although not implemented in all schools, it has been met with great success in after school sessions and in summer schools and the initiative aims to have the program implemented in 200 + schools by the end of the year. If you want more information be sure to click  here

A great initiative which tackles the lies offered by media. However I cannot help but be saddened by the whole initiative. It has now gotten to such a stage that young women are in need of formal education which needs to explain to them that they are fine the way they look, oh and just because you don’t look like one of the models in a magazine, well that’s okay. Oh and in fact its actually acceptable to just be yourself. Yep, to young women on today’s society, such concepts are alien when really they should be the most natural thing in the world.

Another great initiative has been offered by Dove:

This initiative was launched over 10 years ago! Dove acknowledged that women were not displayed in a realistic light and so it made to change that. Dove instead sought out real women to be advertised in their campaigns. These women were from a range of backgrounds and average sized women are being displayed in their advertisements. By doing this, Dove is challenging the stereo types associated with women and promotes a healthy body image.

Celebrities are also speaking out about photoshopping:

Recently Ashley has spoken out:

Photo of Ashley Benson with a recent post on Instagram reading: "Saw this floating around hope its not the poster. Our faces in this were from 4 years ago and we all look riduclous. Way too much photoshop, we all have flaws. No one looks like this, its not attractive
Image credit (Nyc.gov, 2015) available fromhttp://www.nyc.gov/html/girls/html/issues/issues.shtml

The intent is phenomenal. By publicly stating and publicly highlighting the fact that she is merely a representation of herself, not her true self is significant. This is sure to have an impact on the readers of such. The fact that she distinguishes herself from the image is interesting, for all too often, the reader is unaware or simply forgets the fat that the image has been photoshopped.

The point is that women should be fairly represented by the media and more than ever we are hearing a murmuring of voices speaking out, advocating for a rightful representation of women. But what about men?  more to come on that in the next post so stay tuned (always wanted to write that!)

Sources

Nyc.gov, (2015). NYC Girl’s Project – The Issues. [online] Available at: http://www.nyc.gov/html/girls/html/issues/issues.shtml [Accessed 11 Feb. 2015].