Research into male archetypes and how they influence gender equity in society, at work and in leadership, has been launched by agency Innocean and The 100% Project, which promotes equality of choice and opportunity for women and all genders.
The study focuses on the portrayal of men in the media, particularly looking at how men in leadership are depicted, and the "traditional" gender roles this depiction promotes.
An literature review, called media’s influence on Masculinity and Gender Roles through Masculine Archetypes, found that the most prevalent male archetypes depicted in media include the Hero, the Provider and the Hedonist.
They often reinforce traditional gender roles and stereotypical behaviours that are known to lead to poor health for men and women and perpetuate gender inequality.
The review has made a range of recommendations for the next stage of research including assessing masculine archetypes in media across time and multiple media formats and to actively partner with the media and entertainment industry to understand how to represent a more flexible and nuanced version of masculinity than what is demonstrated today.
Co-chair of The 100% Project, Jane Hill, said in an era of rapidly evolving media consumption, it is crucial to understand the impact of how stereotypes and gender roles are portrayed and how we can foster positive, diverse, and healthy representations of masculinity to help progress gender equality and thus, the well documented, social, economic and organisational benefits.
"This literature review brings to light some of the masculine archetypes that exist within media and explore whether these have shifted over time," she said.
Innocean CEO and Fckthecupcakes founder Jasmin Bedir said she believes it is everyone's responsibility to redefine aspirational culture for future generations for the better.
"Media plays a strong role in shaping the beliefs and assumptions around masculinity and gender roles in society," she said.
“We have identified a need for researchers and brands to partner with media and the entertainment industry to conduct large scale research that helps confirm or deny the shifts from traditional to modern or current day media representations of masculine archetypes.
"Given there is limited research on how men of today see themselves depicted in media, there is a need to bring men into the conversation.”
The review said while people within a community, for example, family, friends, teachers, leaders etc, play an important role in helping to define the role men and women have in society, media’s portrayal of masculine archetypes also influences how people assign meaning, make assumptions, and define social norms around masculinity and gender roles.
"Media frequently portrays masculine archetypes tied to conventional or traditional gender roles and masculinity,” the review said.
“Media plays a strong role in shaping the beliefs and assumptions around masculinity and gender roles in society. Despite the limitations, masculine archetypes portrayed in media are evolving; however, perhaps not at the pace and extent expected given the discourse taking place in society.
“It is important that production and advertising companies do not stick with traditional gender roles and continue to provide alternative sets of archetype expressions. If men do not see characters on screen they identify with or aspire to be, this could prevent them from showing their true self in certain environments, hence impacting the progression of gender diversity, equity and inclusion in society and at work.
"Challenging and dismantling masculine archetypes attached to traditional gender roles could help remedy the negative impact these are having on men, women, and society. “
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