Masculinity globally: Advertising-based observations from China and India

James W. Gentry, Himadri Roy Chaudhuri, Jie Gao Fowler

Research output: Chapter in Book/Report/Conference proceedingChapter

1 Scopus citations


US interpretations of masculinity are in a state of flux as Western culture moves away from masculine hegemony (or, at least, restructures it). Arguments have been made that young males in the US are confused as to what it means to be a man, with support coming in the observation of lower testosterone levels, a doubling of male anorexia since 1980, and higher suicide rates among young males. We attempt to investigate the generality of changing masculinity norms through interpretations of male portrayals in advertisements in China and India. Given China's long tradition of different masculinities (wen and wu), we do not expect that the diverse portrayals of masculinity in China will result in serious physical or psychological harm occurring among young Chinese men. Changing portrayals of males in India are also occurring, but it is less clear what will result there.

Original languageEnglish (US)
Title of host publicationMasculinity and Femininity
Subtitle of host publicationStereotypes/Myths, Psychology and Role of Culture
PublisherNova Science Publishers, Inc.
Number of pages23
ISBN (Print)9781624171857
StatePublished - Jan 2013

ASJC Scopus subject areas

  • Social Sciences(all)


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