男性气质威胁影响对过度男性化广告的评价。
Masculinity threats influence evaluation of hypermasculine advertisements.
机构信息
University of Texas at Austin.
Old College, Edinburgh School of Law.
出版信息
J Soc Psychol. 2020 May 3;160(3):282-292. doi: 10.1080/00224545.2019.1644281. Epub 2019 Jul 18.
The precarious manhood paradigm posits that many men view their gender as a social status that must be earned and maintained, and can be lost. The present study applied the precarious manhood paradigm to a hypermasculine advertisement. A sample of 208 men was collected online. Using a false feedback paradigm, men's masculinity was either threatened, or not threatened. The men then viewed one of two commercials. One commercial was a neutral, control advertisement, and one was a hypermasculine advertisement. We also measured participants' endorsement of masculine norms. Results of a moderated moderation analysis indicated that men in the threat condition were more likely to view the hypermasculine advertisement as being masculinity-enhancing, they also endorsed the masculine norms of Winning, Heterosexual Self-Presentation, and Power over Women. Results for future research applying precarious manhood to advertising, and implications for clinical work with men, are discussed.
不稳定的男子气概范式假设，许多男性认为自己的性别是一种必须获得和维持的社会地位，如果失去这种地位，他们的男子气概就会受到威胁。本研究将不稳定的男子气概范式应用于一则过于强调男子气概的广告。通过虚假反馈范式，参与者的男子气概要么受到威胁，要么不受威胁。然后，参与者观看了两个广告中的一个。一个广告是中性的、控制组广告，另一个是过于强调男子气概的广告。我们还测量了参与者对男子气概规范的认可程度。一项调节式 moderation 分析的结果表明，处于威胁状态的男性更有可能认为过于强调男子气概的广告能增强男子气概，他们也认可了胜利、异性恋自我表现和对女性的权力等男子气概规范。本文讨论了将不稳定的男子气概范式应用于广告的未来研究，以及对男性临床工作的启示。
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