‘Dissing’ men: the new gender war

Other major topics of media coverage of men were fatherhood and family, male sexuality, work and career, and men’s social behaviour. In all of these categories, men were predominantly reported and portrayed mostly negatively.

Fatherhood was also a prominent subject in relation to men, discussed in 361 media articles and features during the period of the study. Some media coverage positively discussed men as fathers, pointing to increasing recognition of the importance of fathers in children’s lives. However, along with recognition of the importance of fathers and the depth of many men’s emotional connection with their children, discussion contained an almost equal number of criticisms of men as “deadbeat dads”, “commitment phobic” and as perpetrators of domestic violence and sexual abuse within families.

Despite evidence of violence and abuse committed by women, such as a National Family Violence Survey in the US which found women just as likely to commit violence against men as men are against women, and a US National Incidence of Child Abuse and Neglect report in 2000 that found “where maltreatment of children led to death, 78 per cent of the perpetrators were female”, men are almost exclusively portrayed as the perpetrators of domestic violence and child abuse.

As identified by Mary Hood in a 2001 book chapter, “Developing new kinds of relationships between men and children”, a “feminist construction of men as responsible for child abuse has had consequences for the relationship of non-abusive men [the vast majority] with children. A side-effect has been to cast a shadow over the interaction of all men with all children”.

One third of all media discussion of male sexuality examined in the study was in relation to pedophilia which demonstrates the distortion inherent in debate on men, given that a very small proportion of men are pedophiles.

Male homosexuality has become prominent in media representations of men, highlighted in TV shows such as Queer Eye for the Straight Guy and numerous press reviews that followed its international launch. Homosexuality is lightly and positively portrayed in Queer Eye. However, the program and media coverage generally continues to reflect gay stereotypes, and homosexuality is negatively portrayed in media discussion of gay marriages and social commentary reflecting homophobia.

Significantly, male heterosexuality was found to be equally negatively portrayed. Male heterosexuality is widely associated with what is termed “hegemonic masculinity” which is described as violent, aggressive and dominating. Traditional masculinity has become a target of ridicule in many forms of mass media from TV shows such as Men Behaving Badly to major newspaper opinion columns and cartoons.

The new idealised image of men presented in the media during the past three years has been the “metrosexual”, a term reportedly coined by British author Mark Simpson and made popular by New York trend-spotter Marian Salzman, referring to men who are fashion-conscious and well-groomed - often to the point of becoming effeminate such as wearing make-up and waxing to remove body hair.

Recent research has shown “metrosexuals” to be mostly a fabrication of mass media - and not just advertising and TV drama. International current affairs show, 60 Minutes, devoted a major segment to “Metro Man” (August 24, 2003) and Australia’s other top-rating current affairs program, A Current Affair, devoted two programs to metrosexuals (September 19, 2003 and December 2, 2003). Men’s magazine Ralph (October 2003) published a quiz headed “Are you a metrosexual” in a tongue-in-cheek tone. But the underlying message was that, if a man is not a metrosexual, he is a sexist, football-loving, beer-drinking slob.

The research found that men are also objectified in women’s magazines and popular media in the same ways that women were in male-orientated media for several generations, but which is now regarded as blatantly sexist and “politically incorrect”. For instance, Cosmopolitan magazine’s “Guy without a shirt” section features male pin-ups such as David Beckham - for example, “Want to see Becks take a free kick - naked” (October 2003). The top-rating TV program, Sex and the City has extensively portrayed men as little more than sex objects and “handbags” for women’s amusement and pleasure.

In relation to work and career, men are mostly reported as power-obsessed “Atlas Syndrome” workaholics, neglecting their families and forming discriminatory “boy’s clubs” to prevent women progressing beyond the “glass ceiling”, despite many men claiming that this image is far from reality. Recent research such as Barbara Pocock’s 2003 book, The Work/Life Collision, reveals that, far from enjoying power and privilege at work, many men are suffering alienation from their families and even shortening of their lives through the stress of post-industrial work culture.

With the exception of a small minority of positive media portrayals of male heroes such as war veterans, fire fighters and rescuers, and an equally small percentage of portrayals of men as good fathers, husbands and citizens, the only males presented positively are men and boys who have been “feminised” and who exhibit their “feminine side”. The latter term highlights the gender bias against men in popular discourse.