According to RTU, having interviewed more than 400 young people aged 18 to 30, Kreitsbergs analysed the issue of people’s attitudes towards masculinity.
The study concluded that physical strength, the desire to be a hero, as well as dominance and aggression as characteristics that characterize masculinity are being replaced by equality, the ability to express emotions and be sensitive, and others.
“Surveys, tests and focus groups with Latvian youth aged 20 to 30 show that they believe that a man can show emotions, can defend equality and even feminism, he can be a caring father, sensitive, and he does not necessarily have to be ‘muscular and bearded’,” Kreicbergs said.
The study was conducted in the context of how different brands use masculinity in their advertising, as consumer perceptions of masculinity in society have changed significantly, the researcher explains. According to the survey results, young people believe that the worst way to portray masculinity in advertising is through stereotypes of masculinity, exaggerated masculinity, adherence to gender roles, and a muscular body.
Kreuzbergs noted that advertising has reinforced stereotypes of masculinity for decades, and the impact of this stereotypical image on men leads to toxic behavior. This behavior is harmful both to the men themselves and to society as a whole.
“Toxic masculinity is caused by the pressure on men to conform to a very narrow template of what a man should be – always dominant, aggressive, taking risks, showing no feelings or emotions, winning at any cost,” the researcher emphasized.
The study was conducted from September 2019 to February of this year.
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2024-07-07 21:20:17
