Is masculinity ‘deteriorating’ in China? Changes of masculinity representation in Chinese film posters from 1951 to 2016

Abstract

This study attempts to briefly map the general changes of Chinese masculinities in media over time, and explain why these changes happened. Through visual content analysis, 471 film posters collected from 1951 to 2016 are examined and findings summarised as follows: 1) men are decreasingly depicted as manual workers or soldiers, and increasingly white-collar and urbane; 2) men are decreasingly delineated as aggressive or puissant, and increasingly gentle and civil; 3) men increasingly show their demand for sexuality; and finally, 4) the portrayals of men are more diverse. These changes demonstrate men to be ‘softer’, shifting masculinity from patriarchal control to consumerism power, from physical strength to economic superiority, and from hegemonic to a more inclusive version. However, men do not exclusively embody the economic power in modern China because women also express it. Thus, without the traditional masculine traits and new symbols of masculine power, the contemporary portrayals of men are regarded as ‘emasculated’ by some older generations.