Advertising's Effects on Men's Gender Role Attitudes

We posited that media images of men influence the gender role attitudes that men express soon after exposure to the images. A total of 212 men (87% European American, 7% Asian or Asian American, 3% African American, and 3% other) viewed magazine advertisements containing images of men that varied in terms of how traditionally masculine vs. androgynous they were and whether the models were the same age or much older than the viewers. Men who had initially been less traditional espoused more traditional attitudes than any other group after exposure to traditionally masculine models, although they continued to endorse relatively nontraditional views after exposure to androgynous models. These findings suggest that nontraditional men's gender role attitudes may be rather unstable and susceptible to momentary influences such as those found in advertising.     

Masculine God Imagery and Sense of Life Purpose: Examining Contingencies with America's “Four Gods”

Though God imagery has been extensively studied within sociological and psychological traditions, much less attention has been paid to gendered God concepts and their connections to well-being. Previous work has suggested that God images may reflect ontological assumptions that inform interpretations of the world as well as one's place within it. We argue that the relationship between masculine God imagery and a sense of life purpose may vary by gender and depend on further contingencies of other God images held by individuals’ images of God as engaged, angry, critical, and distant. Drawing on nationally representative data from the 2007 Baylor Religion Survey (n = 415 men and n = 577 women), our results suggest that stronger masculine God imagery was associated with greater life purpose for men, and lower life purpose for women. We also observed that stronger beliefs in an engaged God appeared to weaken the association between masculine God imagery and lower life purpose for women, while men who did not support masculine gender ideology reported lower life purpose if they endorsed stronger beliefs in an angry or critical God. We interpret our results by drawing on research at the intersection of gender, religion, and theology, and suggest several directions for future work.     

Masculinity threats influence evaluation of hypermasculine advertisements

ABSTRACT

The precarious manhood paradigm posits that many men view their gender as a social status that must be earned and maintained, and can be lost. The present study applied the precarious manhood paradigm to a hypermasculine advertisement. A sample of 208 men was collected online. Using a false feedback paradigm, men’s masculinity was either threatened, or not threatened. The men then viewed one of two commercials. One commercial was a neutral, control advertisement, and one was a hypermasculine advertisement. We also measured participants’ endorsement of masculine norms. Results of a moderated moderation analysis indicated that men in the threat condition were more likely to view the hypermasculine advertisement as being masculinity-enhancing, if they also endorsed the masculine norms of Winning, Heterosexual Self-Presentation, and Power over Women. Results for future research applying precarious manhood to advertising, and implications for clinical work with men, are discussed.     

Marines,medics, and machismo: Lack of fit with masculine occupational stereotypes discourages men's participation

Women have made substantial inroads into some traditionally masculine occupations (e.g., accounting, journalism) but not into others (e.g., military, surgery). Evidence suggests the latter group of occupations is characterized by hyper‐masculine ‘macho’ stereotypes that are especially disadvantageous to women. Here, we explore whether such macho occupational stereotypes may be especially tenacious, not just because of their impact on women, but also because of their impact on men. We examined whether macho stereotypes associated with marine commandos and surgeons discourage men who feel that they are ‘not man enough’. Study 1 demonstrates that male new recruits' (N = 218) perceived lack of fit with masculine commandos was associated with reduced occupational identification and motivation. Study 2 demonstrates that male surgical trainees' (N = 117) perceived lack of fit with masculine surgeons was associated with reduced identification and increased psychological exit a year later. Together, this suggests that macho occupational stereotypes may discourage the very men who may challenge them.     

Do College Students’ Gender-typed Attitudes About Occupations Predict Their Real-World Decisions?

We investigated US college students’ gender-typed attitudes about occupations for themselves as a predictor of their real-world decisions regarding an academic major and intended future career. We also investigated US college students’ attitudes about the appropriateness of gender-typed occupations for other men and women. The sample (N = 264) was mostly Caucasian and was drawn from a large state university in the Mid-Atlantic region of the US. An established self-report measure (see Liben and Bigler 2002) was used to assess attitudes about occupations for the self and other people. Gender-typed majors and intended careers were categorized using a coding scheme that was developed for the study. College students preferred gender-stereotypical occupations for themselves. Women’s, but not men’s, preferences for gender-typed occupations predicted their decisions about their academic major and the career they intended to pursue. Both men and women reported that men should only hold masculine occupations, but that women should hold both masculine and feminine occupations. We discuss the implications of our results for understanding the gender gap in occupations in the US, such as the underrepresentation of women in STEM careers and barriers for men in stereotypically female occupations.     

Queer Persona and the Gay Gaze in Brokeback Mountain: Story and Film

Using Jungian and queer theory, this article examines the queer personas of Ennis and Jack, whose queer archetypes fit into a context that had not generally been thought to contain those archetypes. For perhaps the first time a major motion picture appealed to and depicted what Steven Drukman calls the “gay gaze.” Ennis and Jack conform to socially constructed gender roles (as “masculine,” married men), but they are essentially gay. The queer archetype they fit is that of likes: the double of Plato's Symposium, yet both are bereft of gay icons and supportive archetypal stories. Before Brokeback Mountain, never had a mainstream motion picture with such wide appeal directed gay men's attention to the frank love, and lovemaking, of two such nonstereotypically gay and attractive young men. When they first look each other over outside Joe Aguirre's office, Ennis and Jack are unknowingly objects of each other's gay gaze. As gazers, gay men can appreciate these two young men for who they are, not for whom we'd like them to be, as is the case in other mainstream movies. For once we and our sympathetic heterosexual sisters are bearers of the look. To gaze at images that reflect our “inner selves” is a powerful and profound experience, all the more so for its rarity among gay male viewers.     

On the motivation of quid pro quo sexual harassment in men: relation to masculine gender role stress

Male office workers reported levels of distress elicited by personal violations of a range of masculine gender role expectations, as well as their proclivities to coerce sexual favors from “attractive” subordinate women via bribery or extortion. Sexual harassment proclivity levels were directly correlated with levels of distress related to four dimensions of masculine gender role violations, including acts of subordination to women, public expression of emotional behavior, inadequate heterosexual prowess, and inferiority in athletic and intellectual domains. These findings accord with an interpretation that men's quid pro quo sexual harassment may be motivated by the social punishment of their own failures to conform to masculine gender role expectations, including, but importantly, not limited to the expectation that men should punish women's violations of feminine gender role norms.     

Gender-Role Congruence and Self-Referencing as Determinants of Advertising Effectiveness

In an initial experiment, men and women with varied gender-role orientations evaluated gender-stereotyped and nonstereotyped advertisements for gendered products that are actually used by both sexes. Consistent with a gender-role congruence model of advertising effectiveness, traditional participants (masculine men; feminine women) responded more favorably to traditional (i.e., gender-stereotyped) than to nontraditional advertisements, whereas nontraditional participants (androgynous individuals; feminine men; masculine women) reacted somewhat more favorably to the nontraditional advertisements. Experiment 2 revealed that when encouraged to self reference, traditional participants became much more responsive to nontraditional advertisements, even more so than were the nontraditional participants. Practical implications of these results are discussed.     

The Impact of Social Roles on Stereotypes of Gay Men

Past research demonstrates that heterosexuals perceive gay men to have traditionally feminine characteristics. Guided by Social Role Theory (Eagly, 1987), we predicted that this stereotype would differ depending on a gay man’s specific social role. To test this idea, participants rated five gay targets (father, single man, hairdresser, truck driver, typical gay man) on stereotypically masculine (e.g., ambitious, leader) and feminine (e.g., affectionate, sensitive) personality attributes. Gay men in traditionally masculine roles (truck driver, single man) were rated as less feminine than gay men in traditionally feminine roles (hairdresser, parent). In addition, gay men in feminine roles were perceived as more similar to the typical gay man than were those in masculine roles. Suggestions for future research are discussed.     

Challenges in a Dialectical Conception of Career Evolution

This article seeks to clarify the differences between traditional and dialectical perspectives on career development. The application of a dialectical model to career evolution is based on the assumption that an individual's work experiences and other life experiences exert an ongoing, reciprocal effect on career development.     

Integrating social knowledge and physical cues when judging the attractiveness of potential mates

Although many women find masculine men physically attractive, the perception that such men are prone to infidelity may limit their appeal as romantic partners. To explore this issue, we first investigated the interplay between the effects of men's face shape (masculinity versus femininity) and social knowledge of men's behavior in previous romantic relationships (faithful versus unfaithful) on women's judgments of men's attractiveness. Analyses suggested that the extent to which women rated masculine men to be more attractive than feminine men was significantly greater when judging men labeled as faithful than when judging men labeled as unfaithful. In a second experiment, we obtained similar results when the women in our study were instructed to imagine they were on a date with each of the men and that, while on the date, they observed him either flirting or not flirting with another woman. These interactions suggest that social knowledge about men's behavior in romantic relationships can offset one of the costs that women associate with choosing a masculine mate, increasing the appeal of masculine men. More fundamentally, these findings suggest integration of social knowledge and information from facial cues in women's attractiveness judgments.     

The Individual Career Counseling Needs and Experiences of Female Survivors of Partner Violence

The impact of partner violence on women's employment and career development is profound. Career counselors may contribute substantially to these women's rehabilitation. This study examined employment and career counseling needs, barriers experienced, and counseling satisfaction of female survivors of partner violence (N = 71). The women participated in community‐ and research‐based individual career counseling services designed to promote their short‐ and long‐term career development. The authors conducted correlational, t‐test, and logistic regression analyses and found that barriers differed by race/ethnicity, age, number of children, and career service needs. Results provide important information about survivors' career counseling service access and needs.     

The influence of gender role typing on the expression of depressive symptoms

This study investigated the influence of gender role typing on the expression of depressive symptoms. Previous research (Padesky & Hammen, 1981) has found that men and women differ in their expression of depressive symptoms and has proposed gender role expectations as a possible explanation. This study considered gender role typing as a possible moderating factor of depressive symptoms. Undergraduates (99 men, 360 women) were divided into masculine and feminine groups according to the Bem Sex Role Inventory. Depressive symptoms were measured by the Beck Depression Inventory (BDI). Gender role typing differences emerged on the BDI with feminine subjects reporting more emotional symptoms than masculine subjects (p<.05) and masculine subjects reporting more withdrawal and somatic symptoms than feminine subjects (p<.05). The results are consistent with the hypothesis that depressive symptoms are influenced by societal expectations. Future research should consider the influence of gender role typing on the expression of depressive symptoms.     

Socialized to Die Younger? Hypermasculinity and Men's Health

This article presents recent statistics concerning average life expectancies of men and women and leading causes of death among men; reviews a number of articles that propose “causes” and “cures” for higher male mortality; suggests that issues surrounding men's health are integrally related to traditional masculine socialization, hypermasculinity, and societal devaluation of feminine behaviors; and proposes an interactional model of male mortality based on Levi's (1974) diathesis-stress model of illness.     

Competence and confusion: How stereotype threat can make you a bad judge of your competence

Women tend to have competence doubts for masculine‐stereotyped domains (e.g., math), whereas men tend to think they can handle both feminine‐stereotyped and masculine‐stereotyped domains equally well. We suggest that perhaps women's more frequent experience with stereotype threat can partly explain why. Our results showed that when stereotype threat was primed in high school students (n = 244), there was no relationship between their performance on an academic test (the SweSAT) and their assessment of their performance (how well they did), whereas in a non‐stereotype threat condition, there was a medium‐sized relationship. The effect was similar for both men and women primed with stereotype threat. The results imply that stereotype threat undermines performance assessments.     

Gender Differences in College Students' Career Maturity and Perceived Barriers in Career Development

Gender differences in 401 college students' career maturity were investigated. Quantitative measures included career-mature attitudes, career decision-making skills, and vocational congruence. Analyses revealed that female students scored significantly higher than did male students on each of the career maturity measures (p < .005). Nearly one third of the students (n = 128) were also interviewed. Qualitative analyses of the interviews revealed that the perception of barriers may serve as a motivating force in many students' career development. Findings suggest that current theories of career development may be lacking in their application to many of today's college students. Ideas for future research on the perception of barriers to career attainment are discussed.