Skip to content
Catholic Online Logo

By Catholic Online (NEWS CONSORTIUM)

5/10/2013 (2 years ago)

Catholic Online (

Magazine ads push hyper-masculine ideal, leading to violence against women, researchers says

If there's a sex crime, an otherwise innocuous advertisement for shaving cream is somehow responsible. Analyzing 527 print ads from popular U.S. men's magazines, such as Wired, Maxim and Golf Digest, researchers at the University of Manitoba in Winnipeg, Canada now say that "macho" advertising could trigger anti-social behavior in young males.

Results showed that a significant number of the advertisements portrayed or promoted one or more component of hyper-masculinity, defined as: Toughness, violence, dangerousness and calloused attitudes toward women and sex.

Results showed that a significant number of the advertisements portrayed or promoted one or more component of hyper-masculinity, defined as: Toughness, violence, dangerousness and calloused attitudes toward women and sex.


By Catholic Online (NEWS CONSORTIUM)

Catholic Online (

5/10/2013 (2 years ago)

Published in Marriage & Family

Keywords: Hyper-masculine, print afvertisements, attitudes, violence

LOS ANGELES, ca (Catholic Online) - They found that 56 percent of the images depicted "hyper-masculine" ideals, which in turn encourages readers to adopt violent or sexually aggressive tendencies.

Playboy, Maxim and Game Informer magazines promoted the hyper-masculine image most aggressively with their ad space. Golf Digest and Fortune contained the least offensive content.

Young, lower-income, and less-educated males were most likely to be influenced by what they saw. "Young men are still learning appropriate gender behaviors, and their beliefs and attitudes can be subtly shaped by [media] images," they explained.

Age and maturity doesn't escape the influence of these ads, as sexist ads may help reinforce negative thoughts among older readers.

AS published in the science journal Sex Roles, the study took into account 2007 or 2008 issues of Playboy, Field and Stream, Game Informer, Maxim, Esquire, Wired, Fortune and Golf Digest magazine.

"The widespread depiction of hyper-masculinity in men's advertising may be detrimental to both men and society at large," lead study author Megan Vokey said.

Results showed that a significant number of the advertisements portrayed or promoted one or more component of hyper-masculinity, defined as: Toughness, violence, dangerousness and calloused attitudes toward women and sex.

Vokey said she was concerned how these help to normalize unsocial practices. Previous research has linked hyper-masculinity to problems including drug use, violence towards others and dangerous driving.

Not the first piece of research into how men are affected by media messages, a study in 2008 found that male participants exposed to pictures of muscular men were more likely to feel dissatisfied with their own bodies.

"The widespread depiction of hyper-masculinity in men's advertising may be detrimental to both men and society at large," Vokey concluded.


Pope Francis: end world hunger through 'Prayer and Action'

Copywriter 2015 - Distributed by THE NEWS CONSORTIUM

Pope Francis Prayer Intentions for October 2015
That human trafficking, the modern form of slavery, may be eradicated.
Evangelization: That with a missionary spirit the Christian communities of Asia may announce the Gospel to those who are still awaiting it.


More Marriage & Family

'Baby Jesus': Crying newborn discovered abandoned in church nativity scene Watch

Image of


A newborn baby was found abandoned in a New York church nativity scene. Just hours after entering the world, the church's custodian discovered the full-term infant wrapped in purple towels crying in the Queens' Holy Child Jesus Church's nativity scene. LOS ANGELES, CA ... continue reading

Couple heartbroken after doctor performs abortion without mother's consent Watch

Image of Dr. Rifaat Salem is being sued for malpractice after implanting the wrong embryo into a woman, then aborting it without the mother's consent (KTLA).


When David and Melissa Pineda had trouble conceiving, they turned to Dr. Rifaat Salem for fertility treatment. Following the implantation of embryos, Melissa was called in for a check up. What she wasn't told was that she had been implanted with a stranger's embryos ... continue reading

5 unbelievable times children taught us to be better human beings Watch

Image of People aren't born cold-hearted. They learn how to respond to situations from their friends, family and society as a whole.


Children are bundles of energy and their perspective are so new and original we can't help but be surprised by what comes out of their mouths -but what about their actions? LOS ANGELES, CA (Catholic Online) - There are thousands of children around the world who offer ... continue reading

'Bring Back the Holidays' campaign promotes family values Watch

Image of T.J. Maxx, Marshalls and HomeGoods came together to launch a Bring Back the Holidays campaign.


T.J. Maxx, Marshalls and HomeGoods have joined forces to launch a "Bring Back the Holidays" campaign to support family time around the holidays. LOS ANGELES, CA (Catholic Online) - Each year companies compete to provide the best Black Friday "door-buster" sales earlier ... continue reading

7-year-old shows compassion to hate-crime victims in touching act of kindness Watch

Image of Seven-year-old Jack Swanson donated his piggy bank to the Islamic Center of Pflugerville in Texas following hate crime (KXAN).


Following a hate crime at a Texas mosque that involved smeared feces and torn pages from the Koran, seven-year-old Jack Swanson decided to donate his life savings of $20 to help. LOS ANGELES, CA (Catholic Online) - The hate crime included torn pages from the Koran and ... continue reading

The shocking thing a New Jersey mall is doing this year with Santa Watch

Image of Cherryhill Village Mall has gone from offering children free sits on Santa's lap to charging $35-50 for photo and video packages, with no 'free' option.


Cherryhill Village Mall, located in southern New Jersey, has decided to offer photo and video packages for families who bring their children to see Santa. The catch? Families must pay an entrance fee of $35-50, with no free option for those with children who don't want ... continue reading

Mother's heart breaks when 3-year-old ginger son asks 'Why don't people like my horrible hair Mummy?' Watch

Image of Noah Gilbert, 3, was bullied on a public bus for having red hair (Mercury Press).


Southampton mother, Lauren Russel, witnessed her 3-year-old son being bullied by teenagers over the color of his hair. Furious and heart-broken, Russel took to Facebook to write an emotional message asking users to spread awareness of bullying and to show her son that ... continue reading

Blind 7-year-old banned from using walking cane at school Watch

Image of Seven-year-old Lily-Grace Hooper was told she could not use her walking cane at school, despite being blind (David Hedges).


A Brussels primary school banned a blind seven-year-old girl from using her walking cane at school in a shocking move after claiming she could trip other students or teachers. LOS ANGELES, CA (Catholic Online) - Lily-Grace Hooper had a stroke when she was only ... continue reading

Toddler burned to death in oven: Shocking story of severe neglect Watch

Image of J'zyra Thompson was found burned to death near the oven in her home, where she was left unsupervised with three siblings ages three to five (Facebook).


In a heart-breaking and gross display of child endangerment, 19-month-old J'zyra Thompson was found burned to death near the stove in her home Tuesday morning.  LOS ANGELES, CA (Catholic Online) - Thompson was left alone with three siblings aged three to ... continue reading

UPDATE: Two policemen shoot and kill Autistic boy strapped in carseat Watch

Image of Jeremy Mardis, 6, was shot and killed by two officers who did not know the boy was strapped in the front seat of his father's vehicle (Facebook).


An eyewitness has come forward to describe the encounter between Christopher Few and the murder of his 6-year-old son, Jeremy Mardis, at the hands of Marksville officers. LOS ANGELES, CA (Catholic Online) - Mark Jeansonne, Few's attorney, viewed bodycam footage from ... continue reading

All Marriage & Family News


Newsletter Sign Up icon

Stay up to date with the latest news, information, and special offers

Subscribe to Catholic OnlineYouTube Channel

the FEED
by Catholic Online

  • 'Black Friday' leaving bruises as shoppers trample each other for ...
  • BIGGER THAN ISIS - There's a hidden power behind ISIS and it's so big ...
  • Prayer For Courage HD Video
  • St. Saturninus: Saint of the Day for Sunday, November 29, 2015
  • The Miracle Prayer HD Video
  • Daily Readings for Sunday, November 29, 2015
  • President likens Syrian refugees to pilgrims on Mayflower in ...

Daily Readings

Reading 1, Jeremiah 33:14-16
14 "Look, the days are coming, Yahweh declares, when I shall fulfil the ... Read More

Psalm, Psalms 25:4-5, 8-9, 10, 14
4 DIRECT me in your ways, Yahweh, and teach me your paths.5 ... Read More

Gospel, Luke 21:25-28, 34-36
25 'There will be signs in the sun and moon and stars; on earth nations ... Read More

Reading 2, First Thessalonians 3:12--4:2
12 May the Lord increase and enrich your love for each other and for all, ... Read More

Saint of the Day

Saint of the Day for November 29th, 2015 Image

St. Saturninus
November 29: St. Saturninus Bishop of Toulouse and Martyr ... Read More