Media Pressures Men to Conform to Harmful Masculine Stereotypes: Innocean Research

Greater media consumption among men is associated with increased pressure to conform to long-held male archetypes and sexist attitudes, according to research from Innocean and The 100% Project.

The findings came from an 18-month research whitepaper, The Invisible Man, which explored the representation of masculinity and masculine archetypes in the media.

It focused on the portrayal of men, public perceptions of masculinity, mental well-being, gender equity, and depictions of men in leadership roles.

Presented by Kat Stevenson and Lillian Starling on behalf of The 100% Project at Innocean Australia’s offices in Darlinghurst, the research highlighted how traditional male archetypes in media influenced equity in society, workplaces, and leadership. Greater media consumption correlated with heightened pressure to conform to these archetypes.

Organisational psychologist Kat Stevenson said the research presented a complex characterisation of masculinity in media.

“You can’t have a conversation about the portrayal of men without having a conversation about the portrayal of power,” she said as part of a panel discussion, alongside Chris Allan, connections director of Lion Co., Nova 96.9 radio host Ryan ‘Fitzy’ Fitzgerald, and moderated by Jasmin Bedir, CEO of Innocean Australia.

“People are seeking less complexity and more simplicity … diversity takes work”

Alan Lau, CEO and founder of Velocity Empowerment, who attended the presentation, agreed.

“I work in the gender-based violence sector, and this idea of power and control permeates the problem with abusive men, alongside entitlement and lack of accountability,” he told LBB.

Alan emphasised the need for men to take a more active role in supporting women.

“Men need to show up and speak up for the women in their company and society more broadly,” he said.

“I’ve been to numerous events on women’s topics where the number of men in attendance can be counted on one hand.”

The panel also discussed how perceived threats to traditional power structures often provoked resistance.

“The loss of power and control equalled a loss of masculinity, and the kneejerk backlash reaction has been the reversal of DEI initiatives in the USA under Trump,” Alan said.

“The challenge with men in leadership is that they have achieved all that they have thanks to the structures and systems that benefit them over women and minorities, but they think those structures and systems do not exist.

“They believe they achieved what they have through merit, so others should be able to as well. I don’t think so.”

Chris Allan, connections director at Lion, urged a shift in how men are portrayed in media.

“How the media portrays the ‘modern man’ simply has to evolve – stuff the stereotypes, times have changed,” he said.

“Brands and advertisers need to break the shackles of traditional masculine archetypes to deliver richer and more relevant expressions of men in the world today.”

Alan added, “Media companies do need to shift the portrayals of men and masculinity, which was the theme of today’s research and panel.

“Men and boys are searching for what it means to be a man, but they may not like what they find.”

Ryan ‘Fitzy’ Fitzgerald challenged traditional notions of masculinity, emphasising the importance of vulnerability and openness.

“Traditional versions of what it means to be a man and father are not really working for us men – they definitely don’t work for me,” he said.

“Real masculinity for me is about being vulnerable, present, and open. It’s about breaking through those dated stereotypes, so we can build healthier relationships with our partners, our kids, and ourselves.”

The research underscored the need for media to move beyond outdated stereotypes and embrace more diverse, authentic portrayals of men.

Jasmin Bedir, Innocean Australia CEO, added it is advertising and media professionals’ responsibility to redefine aspirational culture for future generations.

“With the current discourse around masculinity and DE&I, it is our job as an industry to ensure that media and marketing reflect the evolving role of masculinity in modern society, for the better,” she said.

“We strongly believe that media and marketing can shape the men of tomorrow by creating new, positive and aspirational archetypes that bring masculinity forward, not backwards.”