Role portrayals of men and women in print ads

The study examines role portrayals of men and women in Indian magazine ads. Fourteen hundred ads of 2006–2007 were collected from men’s, women’s, and general interest magazines and were content-analyzed. Results reveal that women in Indian magazine ads are primarily portrayed in traditional roles such as concerned with physical attractiveness, housewives and sex objects. Contrarily, men are portrayed in sex appeal, authority figures, career-oriented, and outdoor roles. Men and women are also portrayed in egalitarian roles. While in most product categories, men are portrayed as sexually appealing, authority figures, in activities outside home, and as career-oriented, women are depicted as concerned with physical attractiveness, as housewives, and sex objects. Some product categories also depict women in egalitarian roles and as outdoor and adventurous. Men’s magazines portray men and women in highly traditional roles. Contrarily, women’s and general interest magazines portray women in more modern roles. Findings support an incremental change in contemporary role portrayals compared to past.     

“Master your Johnson”: Sexual rhetoric in <Emphasis Type="Italic">Maxim</Emphasis> and <Emphasis Type="Italic">Stuff</Emphasis> magazines

This article reports the results of a content analysis of sexual rhetoric in editorial photographs (N=994) in 2001 issues of Maxim and Stuff magazines. Goffman’s (1979) classifications of gender in advertisements were used to examine how this new generation of “lad” magazines uses images to provide readers with cues about sexuality and sexual practice. The findings reveal that both magazines construct sexuality in similar ways. However, as expected, the overall message about sexuality in the photos is different for men than for women. Women are more likely than men to be portrayed as sex objects, such as the common practice of photographing them in contorting or demeaning positions. Both magazines also depict white people as sexier than other races and assume heterosexuality.     

Women, Weight, and Age: Social Comparison to Magazine Images Across the Lifespan

The finding that rates of body dissatisfaction in women remain relatively stable across the adult lifespan may be due to older women having fewer but heavier age-relevant comparisons in the media. To examine this, magazine images that depict women’s full bodies were coded for age, body size, and clothedness. Analyses suggest that overall, older women are not well represented in this medium. In addition, magazines aimed at younger women depict younger and thinner models than do those magazines with a larger percentage of older readers. Moreover, across magazines, younger models are thinner and less clothed than older models. Thus, larger body ideals portrayed in the media, in combination with increased weight with age, may contribute to similarities in body satisfaction over the lifespan. An earlier version of this paper was presented at the annual meeting of the Association for Psychological Science, New York, NY, May 2006.     

Sex-role messages vis-à-vis microcomputer use: A look at the pictures

This study explored the pictoral representation of men, women, boys, and girls in popular computer magazines through content analysis. Issues of three mass market computer magazines (total pages =2,637) were analyzed to determine numbers of men, women, boys, and girls illustrated; roles in which they were portrayed; and whether they were shown using the computer actively, standing by while others used the computer, or rejecting the computer. Many stereotypic portrayals were found: Men appeared in illustrations almost twice as often as women; women were overrepresented as clerical workers and sex objects, while men were overrepresented as managers, experts, and repair technicians. Women were shown significantly more often in a passive role vis-à-vis computers. In mixed-sex illustrations, men were most often shown in the position of authority. Only women were shown rejecting the computer or portrayed as sex objects. Also included are observations regarding the effects of stereotypic portrayals on women/girls and suggestions for further research.     

The thin ideal, depression and eating disorders in women

It is proposed that a cultural ideal of thinness for women causes depression at a higher rate among women than among men. This model accounts for five currently unintegrated trends in the epidemiology of depression. It explains why: (1) twice as many women as men are likely to be depressed; (2) this sex difference emerges at puberty; (3) this sex difference is only found in western countries; (4) there is more depression today; (5) the average age of onset for depression is younger now than in the past. Four parallel trends in eating disorders can also be accounted for by the same factor.     

Men and Women in Indian Magazine Advertisements: A Preliminary Report

Studies from developed nations indicate that women are generally portrayed in advertisements as homemakers, dependent on men, and sex objects while men are portrayed as dominant, authoritative figures. However, very few researchers have examined role portrayals in ads from developing countries. This study examined the portrayal of women and men in Indian magazine ads. Over 1,100 magazine ads from a wide range of magazines in 1987, 1990, and 1994 were examined. Results indicate that although the portrayals of women and men in Indian magazine ads have changed over the period, they are still portrayed in stereotypical ways. Role portrayals in Indian magazine ads seem to be influenced by the nature of the product being advertised. Similarities and differences between role portrayals in Indian magazine ads and those from other nations are also discussed.

     

Relations among media influence,body image,eating concerns,and sexual orientation in men: A preliminary investigation

The current study explored the relation between sexual orientation, media persuasion, and eating and body image concerns among 78 college men (39 gay; 39 straight). Participants completed measures of sexual orientation, eating disorder symptoms, appearance-related anxiety, perceived importance of physical attractiveness, perceptions of media influence, and media exposure. Gay men scored significantly higher on drive for thinness, body dissatisfaction, and body image-related anxiety than their straight counterparts. Additionally, perceptions of media influence were higher for gay men, and significantly mediated the relation between sexual orientation and eating and body image concerns. Sexual orientation also moderated the relation between perceived media influence and beliefs regarding the importance of physical attractiveness, as this relation was significant for gay men, but not straight men. The current findings suggest that gay men's increased vulnerability to media influence partially accounts for the relatively high rate of eating pathology observed in this population.     

Media Influence on Drive for Thinness and Drive for Muscularity

The present study investigated relationships between media influence (exposure, self-comparison to media ideals and internalization of media messages, societal pressure to have the perfect body, using media as a source of information about how to achieve a certain body ideal) and drive for thinness and drive for muscularity in 311 male and female undergraduates at a university in the Rocky Mountain region of the United States. We hypothesized that drive for thinness and drive for muscularity in both women and men would relate to body comparison/internalization, societal pressure, use of media for information, magazine consumption and television viewing. We also expected television and magazines would have different influences on men and women’s drive for muscularity and drive for thinness. Finally, we hypothesized that societal pressure and using media as a source of information would mediate the relation between media exposure (number of magazines read, hours of television watched) and drive for thinness and drive for muscularity in women and men. Students completed surveys on-line. Results revealed using media as a source of information on how to attain the ideal body mediates the relationship between drive for thinness and media exposure in women. Overall, it seems that media and the internalization of general/non-athletic body ideals may have an impact on drive for thinness in both men and women. Similarly, internalization of athletic body ideals may relate to drive for muscularity in both collegiate men and women in the U.S. Implications for counselors were discussed.     

体像困扰与社会文化因素

数据显示大多数人对自己的体像不满意,而对体像的不满意可能形成困扰。存在体像困扰的个体更多体验抑郁、焦虑等负面情绪,且体像困扰和进食障碍、体像障碍等精神疾病均存在密切的关系。在介绍概念的同时,本文还对体像困扰相关社会文化因素的影响进行了综述。已有研究表明女性较男性更容易受到体像困扰的影响;体像困扰存在跨文化的一致性,也存在文化差异;家庭、同伴和媒体对于体像困扰均有影响。     

The relation between women's body esteem and friendships with gay men

Women who associate with gay men are often portrayed as physically unattractive and lacking in both self-confidence and attention from straight men. However, many women report enhanced self-esteem and feelings of attractiveness as a result of attention from their gay friends. It is well established that body esteem can be negatively impacted by certain peer processes, yet there is a dearth of quantitative research on positive peer influences on women's body esteem. We tested two hypotheses: (a) women with gay male friends have poor body esteem and are rejected by heterosexual men, and (b) more contact with gay men is positively related to body esteem. Participants were 154 heterosexual women, who completed measures of their friendships with gay men, straight men and women, body esteem, relationship involvement and break-ups. Results supported the hypothesis that women's body esteem, specifically feelings of sexual attractiveness, is positively associated with friendships with gay men.     

Differential Roles of Physical Attractiveness and Earning Capability in Explaining Sense of Power among Dating Individuals in China: A Gender Comparison

This cross-sectional study examined how self-assessed physical attractiveness and earning capability were associated with individuals’ sense of power through self-perceived mating success and investment size in romantic relationships among 196 young adults (88 men, 98 women) from Nanjing, China. Using path analysis, we tested the following hypotheses: self-assessed physical attractiveness would be more strongly associated with self-perceived mating success among women than men, whereas self-assessed earning capability would be more strongly linked to self-perceived mating success among men than women (H1); relative physical attractiveness, as compared to their partners’, would be more strongly associated with men’s rather than women’s self-perceived investment size, whereas relative earning capability would be more strongly related to women’s rather than men’s investment size (H2); for both men and women, self-perceived mating success would be positively associated with sense of power, whereas self-perceived investment size would be negatively associated with sense of power (H3). Results indicated that self-perceived physical attractiveness and earning capability were associated with self-perceived mating success similarly for both men and women, failing to support H1. Whereas relative physical attractiveness was negatively associated with investment in the relationship similarly for two genders, the negative association between relative earning capacity and investment size was only significant for women. H2 was partially supported. Finally, self-perceived mating success and investment size were significantly associated with sense of power in the expected directions for both genders, lending support to our H3. Results are discussed in light of gender differences in mate preferences and the investment theory.     

The roles of sociosexual orientation and relationship status in women’s face preferences

Previous research suggests that sociosexual orientation and relationship status each predict women’s preferences for masculine men. However, if partnered women’s preferences primarily reflect the short-term (i.e., currently unfulfilled) aspect of a pluralistic mating strategy and unpartnered women’s preferences reflect the dominant aspect of their current mating strategy, then sociosexual orientation should predict the preferences of unpartnered women better than those of partnered women. Perceptions of other women’s attractiveness may show a similar pattern of individual differences, if such perceptions of other women’s attractiveness are important for intra-sexual competitive behavior. Consistent with these predictions, in the current study, analyses of the relationship between women’s face preferences and sociosexual orientation indicated that unpartnered women reporting greater willingness to engage in uncommitted relationships demonstrated stronger preferences for exaggerated sex-typical characteristics in men’s and women’s faces. For partnered women, no corresponding relationship between sociosexual orientation and face preferences was evident. Collectively, these findings suggest that individual differences in sociosexual orientation may be better predictors of face preferences among unpartnered women than among women whose long-term relationship goals are currently being met.     

Gender Stereotypes Depicted by Western and Korean Advertising Models in Korean Adolescent Girls�� Magazines

Using content analysis based on Goffman??s (1979) typology, the authors examined gender role stereotypes in Korean fashion magazines targeting adolescent girls. Korean women were more stereotypically portrayed than any other group as smiling, pouting, and with a childlike or cute expression. On the other hand, Western women were more stereotypically portrayed than any other group in the categories of licensed withdrawal and body display. In some categories, male models were more female-stereotypically portrayed than female models of a particular race. Implications of the findings, future research suggestions, and limitations of the current study are discussed.     

The Role of Lad Magazines in Priming Men’s Chronic and Temporary Appearance‐Related Schemata: An Investigation of Longitudinal and Experimental Findings

We present a program of research investigating the effects of lad magazines on male body self‐consciousness and appearance anxiety. Study 1, based on panel data from undergraduate men, showed that lad magazine exposure in Year 1 predicted body self‐consciousness in Year 2. Study 2 was an experiment that showed that men assigned to view objectified women in lad magazines reported significantly higher levels of appearance anxiety and appearance‐related motivations for exercise than men assigned to view male fashion models. We speculated that participants believed that to be romantically successful with these women would require them to conform to an idealized appearance standard. Study 3 replicated the finding that exposure to sexually objectified women primed body self‐consciousness, and it further showed that this effect was mediated by romantic confidence.     

Body image and exercise: A study of relationships and comparisons between physically active men and women

A group of physically active women (n=112) and men (n=88) of a broad range of ages were compared on a number of variables related to body image, weight and diet concerns, and degree of exercise participation. Interrelationships between these measures were also examined. Results indicated that men and women were equally dissatisfied with their current weight. Although most women wanted to lose weight, the men were evenly divided between those who wanted to lose and those who wanted to gain. Women, however, were more dissatisfied with their bodies and placed greater importance on their appearance as an influence on their feelings of well-being. Although there were no sex differences in degree of physical activity, women were more likely than men to exercise to try and lose weight. Of interest was the finding that age was not related to body focus or body dissatisfaction for either sex. For women and older men, the degree to which they exercised was not associated with any of the body image variables. A very different pattern of relationships was found for young men. Greater body satisfaction was associated with increases in exercise participation and with increased body focus, a variable that was also associated with increased levels of exercise. The profile of results is considered in the context of social influences such as health promotion and sex roles — factors that have likely affected current attitudes to physical appearance and physical attractiveness among both sexes.     

Out of focus: Images of women and men in newspaper photographs

This study examined the roles portrayed by men and women in newspaper photographs. The photographs in the 184 issues of the four Connecticut newspapers studied yielded 8960 representations of men and women. Photographs were coded for page placement and the roles portrayed by each individual. The author found that on most pages and in most roles, photos of men far outnumber those of women. While there is some indication that the range of roles portrayed is less limited for both women and men, it is also clear that the roles in which women and men are portrayed are clustered stereotypically: professional and sports for men and spouse for women. Suggestions for methodological refinements that might help clarify the extent and nature of stereotyping also are presented.Data for this study was gathered while the author was a Humanities Center Fellow at the University of Hartford.     

Investigating Hegemonic Masculinity: Portrayals of Masculinity in Men’s Lifestyle Magazines

A content analysis of eight different men’s lifestyle magazines sold in Canada between November 2004 and August 2006 was conducted to explore how masculinities are currently being portrayed in regards to the body, aesthetics and grooming, and fashion. Findings suggest that different men’s magazines represent different forms of masculinity but elements of hegemonic masculinity (culturally normative ideals of masculinity within a structure of social relations where some men are subordinated) are woven throughout. Although the marketed look varies by the magazine, these magazines not only convey the message that appearance can be manipulated—but it should also be enhanced, and that men should engage in bodywork in order to attain the lifestyle they desire.     

Do representations of male muscularity differ in men's and women's magazines?

Men overestimate the degree of muscularity that is attractive to women, and women overestimate the degree of thinness that is most attractive to men. Consistent with the thesis that sociocultural input influences such body type preferences and beliefs, we postulated that magazines aimed at a male audience would portray a more muscular male body ideal than would magazines aimed at a female audience. Systematic comparison of popular magazines (Cosmopolitan, Men's Health, Men's Fitness, and Muscle & Fitness) revealed that the ideal male body marketed to men is more muscular than the ideal male body marketed to women. We introduce the Physical Trait Overvaluation Hypothesis, which proposes that gender-specific media fuel emphasis on certain body parts in within-gender prestige competitions. The resulting competitive escalation creates a disconnect between the preferences of one gender and the personal aspirations of the other.     

Culture and body image: Body perception and weight concern in young Asian and Caucasian British women

The comparatively lower prevalence of eating disorders among Asian and Afro-Caribbean than Caucasian women in the UK has often been attributed to cultural differences in pressures for slimness. However, there have been no attempts to evaluate cultural differences in ideals for female physique directly among women in the at risk age groups. In the present study, cultural influences on body image were evaluated by comparing the body size ideals, body image and dieting concerns in a sample of 274 young white and Asian British women. The results indicate that Asian women are less likely to describe themselves as too fat, were less dissatisfied with their body size, less likely to want to lose weight and less restrained. However, Asian women were slimmer than white women and, after controlling for the difference in body size, the effects were reduced. The hypothesis that any body satisfaction differences could be explained by differences in ideal body size between the two groups were not supported; Asian women favoured even slimmer ideal body sizes than white women. Alternative explanations in terms of cultural differences in evaluation of fatness are discussed.     

Gender Differences in Body Image Are Increasing

It has been speculated that the prevalence of eating disorders in women has risen because of increases in women's body dissatisfaction. We conducted a meta-analysis of gender differences in attractiveness and body image using 222 studies from the past 50 years. The analysis shows dramatic increases in the numbers of women among individuals who have poor body image. Moreover, these trends were found across multiple conceptualizations of body image, including self-judgments of physical attractiveness.