Superman & Average Joe: Analyses of Superhero Media Preferences & Gendered Outcomes in Young Men

• In Event: 1-154 - Gender Norms, Gender Identity, and Appearance Concerns Across Development

Integrative Statement

Media has long been found to influence the internalization of gendered attitudes and behaviors, including body image expectations. However, while a substantial amount of research has addressed women’s adherence to cultural body image ideals, less research has considered how men may also internalize gendered depictions in the media. The popularity of live-action movies of prominent Marvel and DC Comic franchise superheroes has provided an opportunity to study a specific genre where lead characters all adhere to traditional masculine norms in character and appearance. Viewers, particularly males, may compare themselves in some ways with the traditionally masculine characters depicted in these films and may then feel less satisfied with their own masculine performance or appearance. We hypothesized that individuals who view more Marvel/DC superhero media with traditionally masculine characters will be more likely to report higher levels of body image dissatisfaction. 300 male participants between 18 to 25 years of age (72% White, 9% African American, 8% Latino, 7% Asian American, 4% Other) were surveyed on their media preferences, including Marvel media, and responded to measures of gender norm adherence, aggression, anxiety, and body image. A structural model was conducted with Marvel media consumption predicting gender norm adherence, aggression, and body image satisfaction, while controlling for race, age, and education. The model fit the data adequately, X2 (292) = 1222.21, p < .001, CFI = .925, RMSEA = .054. The results of these analyses revealed positive direct effect exists between marvel media consumption and gender norm adherence (β = .21, p < .001) and aggression (β = .311, p < 001). The analyses further revealed a negative direct effect between marvel media consumption and body image (β = -.18, p = .017), suggesting more superhero media consumption is associated with higher body dissatisfaction, even after controlling for race, age, and education. These findings are noteworthy for several reasons. First, it recognizes that a significant number of men also experience body dissatisfaction, though it may look different from women’s experience with body dissatisfaction. Second, these findings support the vast body of literature suggesting that there is a significant relationship between the way gender is portrayed and the way that viewers internalize these portrayals, with implications for their self-perceptions, including views of their bodies. What’s more, the focus in this paper on superhero media, such as Marvel and DC Comics is especially relevant, due to the widespread popularity of these films, which continually break records as the most successful box office films of all time. The influence of such widely popular franchises needs to be considered, as they may have long-lasting implications. The results of this study may indicate that media continues to influence gender conforming attitudes and behaviors. However, as this was not an experimental or controlled study, it is impossible for causation to be assumed. More research is needed on both popular superhero media and male body image dissatisfaction. This study begins to address possible relationships and provides a foundation for additional research in these domains.

Authors

• Lee W Essig, Bringham Young University
  Presenting Author

• Sarah Coyne, Brigham Young University
  Non-Presenting Author