A Global Male Identity Crisis...

[Nemisis]

Read a very interesting article this morning. A study was conducted by one of the best agencies in the world. The subject was what I have mentioned for this post. These are the findings:

Identity Crisis

Overall, the findings highlight the disruption of menÂ’s sense of identity due to profound social and structural changes taking place across the globe. The study confirmed that men in most parts of the world are unsure of whatÂ’s expected of them in society, with half of those surveyed saying they felt their role in society was unclear. Additionally, a stunning 74 per cent said they believe the images of men in advertising are out of touch with reality. ops:

Metros vs. Retros

The study revealed the existence of a "New Male Spectrum," characterised on one end by enlightened, evolved, modern men - or what have been popularly dubbed "metrosexuals," and on the other end, entrenched, more traditionally masculine "retrosexuals" who cling steadfastly to stereotypical male behavior. Both groups are engaged by the gender debate and see themselves in terms relative to women: either theyÂ’re more like women (Metros) or theyÂ’re aggressively asserting their difference from women, (Retros).

The agency cautioned marketers against becoming fixated on these men who are adapting - or not - to womenÂ’s new power and influence in society. According to the study, fewer than 40 per cent of men define themselves this way: the majority of men surveyed (60 per cent) arenÂ’t caught up in this gender debate and live by a more traditional set of standards for assessing their masculinity. :shock:

This larger group is more focused on defining themselves in the eyes of other men, largely by seeking respect and admiration for being successful in their professional life on one end of the spectrum, or their personal, family life on the other. The study dubs these men on the "Traditional Male Spectrum" as Power Seekers and Patriarchs, respectively, and contends they are largely overlooked by popular culture, the media and marketers. :-?

The study was conducted in 13 markets including Brazil, Mexico, Argentina, the UK, France, Germany, Italy, India, Russia, the US, China, Australia and Saudi Arabia. In total, 45 focus groups were held in which the agency talked to single men, men with families and older, “empty nester” men. :!: :!: :!:

[Mike]

Originally Posted by Nemisis

a stunning 74 per cent said they believe the images of men in advertising are out of touch with reality.

What % of woman do you think indentify themselves with the images portrayed by the media :?: ;-)

30% 20% 10% :?: :?:

Mike ...

[Nemisis]

well...hmmm...shud do a survey on that ;-)