SOCIOCULTURAL EXPECTATIONS OF ATTRACTIVENESS FOR MALES

Sociocultural expectations of attractiveness for women have been studi ed extensively, but little research has focused on this topic with mal es. Using the two most popular men's fashion magazines (GQ and Esquire ), this study examined article and advertisement content as well as ma le models' body sizes to determine the extent to which men have receiv ed messages from the media on how to behave (e.g., diet, exercise) and look over a 32 year period (i.e., 1960-1992). Linear trend analyses r evealed that the number of messages concerning physical fitness and he alth have increased as has the general popularity of health and fitnes s activities. Messages concerning weight and beauty, however have decl ined since the late 1970s. In spite of these changes, measures of male models' body sizes have not changed significantly since the 1960s. Th ese findings are discussed in the context of the sociocultural approac h to eating disorders and recommendations for future research are prov ided.