Modern Masculinity

The "Men's Project" at the University of Wisconsin - Madison recognizes how modern masculinity is challenged to keep up with changing female roles. Around the world, women are rebelling against stereotypes that portray them as uneducated and unfit for positions in politics and government, athletic competition, business careers, and military service. Yet many cling to the image of tall, white heterosexual males surrounded by women competing for their attention and approval.

     In this period of transition, two dynamics are at play. While some men ad women have moved on to accept equality of the sexes, others have not. In the United States, for example, research in Lisa Wade's new book, American Hookup, found there are still men (and women) willing to embrace a culture where sex is a no-strings-attached form of fun that favors men.

     Marketers use age demographics to identify male segments, but careful attention to advertising also shows a gradual addition of male lifestyle segments. Loosely based o Maslow's hierarchy of needs, we might label this expanding list of male lifestyle segments as follows:

Philosophers: These men are secure in their manhood whether they are Bill Gates' types or stay-at-home dads. They think each person should do his or her own thing, and they are happy to help those in need.

Top Dogs: These wealthy, good-looking heterosexual players equate masculinity with the constant pursuit of hot women for meaningless sex. They look for wives who support their careers and enhance their status. 

Power Couples: College and graduate schools foster romantic bonds between men and women with similar professional, academic research, and business interests. Masculinity is not threatened in these relationships which are based on equality.

Pillars of the Community: These family me look for ways to serve the community. They coach children's soccer leagues, head organizations that sponsor food drives, enter local politics, look out for elderly neighbors, and attend religious services. Without trying, they meet women who also provide community services.

Providers: For men in this segment, masculinity means men don't do women's work. They don't prepare food, wash and mend clothes, clean the house, or care for children. They don't expect women to work outside the home, and they do expect to sit somewhere drinking a few beers and watching games uninterrupted. Break one of their rules and sexual abuse, domestic violence, and/or emotional bullying can follow.

     Marketers know change is possible. But changing a male's view of his masculinity requires a strategy like one a marketer would use to introduce a new product.

      The new view, such as the fact that a man can enjoy a meaningful relationship on equal terms with a woman, has to have an advantage over the old, and this advantage needs to be demonstrated. Males need to see other men enjoying meaningful relationships with women within their culture and/or by couples they admire. Change also is easier if switching to something new has an element of familiarity. When computers were introduced, for example, keyboards had built-in acceptance, because they had the look of a typewriter. If a brother has had a good, lifelong relationship with his sister or (I'm reluctant to say, because analogies all have limits) a man has the experience of a close bond with a pet, he knows the joy of friendship and intimacy, albeit platonic. Finally, change also requires minimizing risk. That's why marketers provide trial offers, guaranteed return policies, and free shipping. Men could be persuaded to move toward a new view of masculinity, if they would not suffer a financial loss, physical harm, or, possibly worst of all, the psychological pain of people laughing at them.