MAM

Superheroes send wrong image to boys: Researchers

MUMBAI: Watching superheroes beat up villains may not be the best image for boys to see if society wants to promote kinder, less stereotypical male behaviours, according to psychologists who spoke at the 118th Annual Convention of the American Psychological Association. 
 
Psychologist Sharon Lamb says, "There is a big difference in the movie superhero of today and the comic book superhero of yesterday.


"Today’s superhero is too much like an action hero who participates in non-stop violence; he’s aggressive, sarcastic and rarely speaks to the virtue of doing good for humanity. When not in superhero costume, these men, like Ironman, exploit women, flaunt bling and convey their manhood with high-powered guns. "


The comic book heroes of the past did fight criminals. "But these were heroes boys could look up to and learn from because outside of their costumes, they were real people with real problems and many vulnerabilities" she said.
 
 
To understand how the media and marketers package masculinity to boys, Lamb surveyed 674 boys aged 4 to 18, walked through malls and talked to sales clerks and came to understand what boys were reading and watching on television and at the movies.


Lamb and her co-authors found that marketers take advantage of boys’ need to forge their identity in adolescence and sell them a narrow version of masculinity. They can either be a "player" or a "slacker" - the guy who never even tries – to save face.


Lamb adds, "In today’s media, superheroes and slackers are the only two options boys have.


"Boys are told, if you can’t be a superhero, you can always be a slacker. Slackers are funny, but slackers are not what boys should strive to be; slackers don’t like school and they shirk responsibility. We wonder if the messages boys get about saving face through glorified slacking could be affecting their performance in school"


Teaching boys early on to distance themselves from these images and encouraging them to find the lies in the messages can help, said Lamb. "When you crowd out other types of media messages, you promote stereotypes and limit their options."


Boys seem better adjusted when they resist internalizing "macho" images, according to a researcher who also presented at APA’s convention.


Researcher Carlos Santos of Arizona State University, examined 426 middle school boys’ ability to resist being emotionally stoic, autonomous and physically tough — stereotyped images of masculinity — in their relationships. He also looked at how this would affect their psychological adjustment.
 
 
Santos looked at whether boys could resist being tough, emotionally unavailable, and detached from their friends as they moved from sixth to eighth grade; whether ethnicity made a difference; whether their relationships with their families and peer group fostered this resistance; and whether resisting these images affected their psychological health.


Participants were from different racial/ethnic backgrounds: 20 per cent were African-American, nine per cent were Puerto Rican, 17 per cent were Dominican-American, 21 per cent were Chinese-American, 27 per cent were European-American and six per cent were of another race or ethnicity.


Boys from diverse ethnic and racial groups were equally able to resist these masculine stereotypes, going against the common belief that certain ethnic minority boys are more emotionally stunted and hypermasculine, said Santos. Few differences were detected and most tended to dissipate over the course of middle school.


He found that boys were more likely to act tough and detached from their friends as they got older. But boys who remained close to their mothers, siblings and peers did not act as tough and were more emotionally available to their friends compared to those who were not as close. However, closeness to fathers encouraged boys to be more autonomous and detached from friendships.


"If the goal is to encourage boys to experience healthy family relationships as well as healthy friendships, clinicians and interventionists working with families may benefit from having fathers share with their sons on the importance of experiencing multiple and fulfilling relationships in their lives" Santos said. He also found that boys who were depressed had a harder time not acting macho in their friendships.


Interestingly, levels of emotional stoicism tended to remain stable throughout the middle school years and boys who did not adopt these macho behaviors had better psychological health in middle school, he found.


The results show that being able to resist internalizing these macho images —especially aggression and autonomy — declines as boys transition into adolescence and this decline puts their mental health at risk. "Helping boys resist these behaviours early on seems to be a critical step toward improving their health and the quality of their social relationships," said Santos.
 

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/harshik-800x800.jpg?itok=EcZrcw78
'Make Love Not Scars', advocates Ogilvy

Building on the worldwide success of its #EndAcidSale campaign for Make Love Not Scars last year, Ogilvy has launched a powerful new campaign to benefit the cause of acid-attack survivors.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/abhik-800x800_0.jpg?itok=cgbiWP3H
Ogilvy to creatively project Dominar's supremacy

Ogilvy India won the prestigious business of this new brand Bajaj Auto’s Dominar 400 after a rigorous pitch process lasting over two months.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/gautam-800x800.jpg?itok=X1eVVuJA
Rentomojo hires Dentsu Webchutney digital

In its rapid path to becoming a platform where you can subscribe to furniture and appliances for a period of your choice, Rentomojo - founded by Geetansh Bamania - has signed Dentsu Webchutney to shape its digital agenda.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/rajdeepak-das-800x800.jpg?itok=3RnxG_s1
Bajaj V launches Invincible Indians; for everyday heroes

Bajaj V's initiative titled ‘Invincible Indians: Stories that Invoke Pride Everyday’ will uncover stories of ordinary Indians who, by dint of their resolve and determination, performed extraordinary acts in the service of society.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/01/gunjan-800x800.jpg?itok=lLrM1v_c
Taproot springs a design Myntra

Myntra, India's leading platform for mass premium fashion will be launching a multi-media campaign by the end of this week, revealed Myntra Fashion chief marketing manager Gunjan Soni.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/01/oppo-800x800.jpg?itok=kgIuDxG-
Oppo shines at Emerging Brand Award 2016

Chinese smart phone Oppo has won the Emerging Brand Award at World Marketing Congress Global Brand excellence awards for 2016. The brand has been associated with its successful promotion of Selfie Expert smartphones and strong connection with young consumers in 2016.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/01/Noomi-Mehta.jpg?itok=SAICBLC7
India's Noomi Mehta joins FEPE International board

MUMBAI: Noomi Mehta has been elected to the board of international out of home association FEPE International. He is the first representative from India’s out of home industry to sit on the FEPE board.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/01/MTV-uncovers.jpg?itok=PMJoFDsP
MTV uncovers #CoverBeforeLover

MUMBAI: MTV is the universe of the young and has the final word on everything related to youth. This time around too the biggest, boldest and bravest youth channel has launched a new campaign on World AIDS day with a message #CoverbeforeLover. As a nation, we are obsessed with encasing everything...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/11/30/brian-800x800.jpg?itok=Xh0YL_OC
GroupM's new suite [m]Platform to make media planning flexible

GroupM has launched an advanced technology suite of flexible media planning applications, data analytics and digital services titled [m]Platform. The platform will improve advertisers’ ability to use audience-defining insights from hundreds of data sources to find and communicate with their...

MAM Media and Advertising AD Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories