This site uses cookies. By continuing, your consent is assumed. Learn more

143.8fm shares

Sexualization of men in advertising

opinion

While Collective Shout primarily focusses on the objectification of women and sexualisation of children there is growing concern that the way that men are portrayed Sexualization of men in advertising the media is also having negative effects. Last year Collective Shout took the groundbreaking documentary The Mask You Live In around the country to spark the conversation about toxic masculinity. Now new data is out which shows that the rates that men are sexualised in film is on the rise.

It is not hard to see that the pornification of our culture is being pushed to the extreme. One only Sexualization of men in advertising to spend 30 mins at their local shopping centre to see that sexualised images have become the wallpaper of society.

Studies have shown how sexualised imagery is fuelling a rise in anxiety among girls aged But what harm is sexualised imagery of men doing to boys? Data which was collected by University of Southern California shows that the hyper-sexualisation of men in films has dramatically increased from the analysis to the analysis.

The study analysed the top-grossing films at the US box office.

It is important to make a distinction in objectifying treatment of "Sexualization of men in advertising" and women. While both women and men can be sexually objectified, men are not typically demeaned, posed as decorative objects or in submissive poses in the same ways that women frequently are.

Rather, men are depicted as hyper-masculine and strong- their status and power is enhanced rather than reduced. It is also worth considering that we live in a culture where women are typically reduced to their bodies and sexual appeal rather than their intellect, abilities and contributions to the world. This treatment does not extend to men.

The rise of hunkvertising –...

Collective Shout have spoken out a number of times about the hyper-sexualisation of men in advertising including these by The Body Shop. Someone recently commented on our Facebook page asking sarcastically "Do I have to get rid of my fireman calendar" to which we cheekily replied yes!

We do not support 'equal opportunity' objectification. No person should be reduced to a sexual object for another's use.

We want young people to grow up being happy, healthy and resilient knowing that their value lies in other characteristics, not their sex appeal.

According to the National Eating Disorders Collaboration rates of body dissatisfaction in males are rapidly approaching that of females. If you or someone you know is struggling with body image issues please contact NEDC helpline. For further reading on sexual objectification of men see t his piece by Feminist Current.

Everyday our young people are Sexualization of men in advertising to more brands continuing to sexualise girls and objectify women.