Theorists

 

Representation of Men/Masculinity

 

 

 

Easthope (1986) argues that a variety of media, especially Hollywood films and computer games, transmit the view that masculinity based on strength, aggression, competition and violence is biologically determined and, therefore, a natural goal for boys to achieve.

 

Gauntlett argues that there are still plenty of magazines aimed at men which sexually objectify women and stress images of men as traditionally masculine. Rutherford suggests that these magazines are symbolic if what he calls retributive masculinity - an attempt to reassert traditional masculine authority by celebrating traditionally male concerns in their content, i.e. 'birds, booze and football'.

 

Gauntlett (2008) focuses on the relationships between the mass media and identity and argues that the mass media today challenge traditional definitions of gender and are actually a force for social change. There has also been a new emphasis in men's media on men's emotions and problems, which has challenged masculine ideals such as toughness and emotional reticence. As a result, the media are now providing alternative gendered images and ideas, which are producing a greater diversity of choices for people in constructing their gender identities.