‘BIG, HARD and UP!’ A healthy creed for men to live by?

Stephan Van Der Watt

doi:10.4102/hts.v72i2.3105

Abstract

The social construction of reality is influenced extensively by the mass media. Commercialised images of masculinity, including discourses to interpret it, are continuously reflected and/or created by sources of mass media, in a myriad of ways. These images are subjectively loaded, but still effectively communicate to us, and even entice and persuade us. It furthermore wields extensive power over men – especially over their self-images, passions, and egos. In this article, dominating images and discourses concerning manhood and male identity – particularly those displayed in men’s health magazines (MHM) – were critically examined. This was done through a thematic analysis of 123 issues (spanning more than 10 years) of MHM cover pages. The investigation showed that MHM is infused with traditional masculine ideology. Moreover, MHM fails to confront discourses that endorse hegemonic masculinity, for the sake of holistic health. It was suggested that a sober, precautionary, health strategy should challenge men to critically engage with MHM’s reigning creed: ‘big, hard and up’. This creed incites a utilitarian view of sexuality within a culture of performance-driven masculinity, which subsequently fuels anxieties that can lead to unhealthy issues, such as body image dissatisfaction. From a pastoral care perspective, it was asserted that (specifically) Christian men need to search for alternative ways to instigate their capacity to experience and facilitate authentic intimacy, in order to work toward the social construction of more balanced and healthy discourses on male identity. Keywords:Masculinity/Masculinities; Men's Health; Male Sexuality; Embodiment; Pastoral Care Perspective

Highlights

The socio-psychological importance of contemporary mass media within a consumerist society cannot be overestimated
In this article contemporary cultural discourses concerning masculinities were investigated, in order to assist practical theologians and pastoral caregivers to reflect critically on current images and themes in the media that co-regulate male identities. Via this investigation I assert that theory formation within practical theology can be augmented and pastoral care interventions fostered that resist harmful and corrosive masculinity types
The main discourses, as well as men’s health magazines (MHM)’s objective of making maleness profitable, bring about less healthy consequences. This causes a moral impasse, because when unreachable and mythical ideals of maleness are utilised to fuel the consumer mindset, masculinities can become detrimental and ruinous, instead of bringing about life-giving vitality and dignity. This heralds the possibility of a masculine self-realising its deepest meaning not through sacrifice and ethical responsibility, but through the tragedies and triumphs of love and sex, and the idealisation of having a perfect, hard macho body

Summary

Introduction

The socio-psychological importance of contemporary mass media within a consumerist society cannot be overestimated. Our different contexts are more and more saturated with diverse media and networks of communication These networks send intentional messages to targeted parts of audiences. Within this so-called Network Society where media networks reconstruct power relationships, mass media are vitally important in maintaining modern culture. Popular music, advertising, television, and other forms of media culture such as magazines, set forth global icons, lifestyle images, and fashion hints, as well as gendered role models. It was indicated by Durham and Kellner (2001) that:

Objectives

Conclusion