Media draws men in quest for the perfect body

Media draws men in quest for the perfect body

Tony Hotland
The Jakarta Post
Jakarta

It used to be that one of the main things that distinguished
women from men was the former's supposed "obsession" with the way
they look.

Well, they now can welcome a new but longtime hidden ally in
that quest: Men.

Many assume that body image issues pertain only to women and
perhaps some gay men. Such an assumption is not strange, since
the bulk of studies and research justify the perception, whereas
studies about men are still in their earliest stage.

However, research at the School of Behavioral Sciences in
Australia, along with similar studies conducted elsewhere,
reveals that a large percentage of men are discontented with
their bodies and physical appearance, even to the degree that
this has an adverse effect on their psychological and physical
well-being.

Men, believe it or not, are also facing a problem similar to
what Barbie dolls produced in women. While women are pressured to
have a tall, thin body and long straight hair, the demand on men
is to fit a certain ideal of an athletic, strong, and muscular
body.

The pursuit of looking good among straight men even led to the
coining of a new term -- metrosexual -- in the United States
earlier this year.

"I go to the fitness center to shape my body to look sexy and
macho," said Daniel, 26, after two hours of working out.

"It's just to look good. Other guys are doing the same thing
and it makes you healthy anyway," Danar, 22, said.

This not-so-new phenomenon of body worship may have roots in
the same culture which the feminists loathe. Woman's rights
activists have always accused unbalanced and misleading mass
media reports of "what a woman should look like", which
flourishes even more in Indonesia's patriarchal society.

There are numerous television soap operas, intriguing
commercials and films on the silver screen saturating the
audience with a uniform depiction of the perfect woman's look,
the Barbie look, Indonesian style.

What the opposite sex is having to deal with now is pretty
much the same. Media exposure on having a well-built, macho and
sturdy physique over the past couple of decades has been
relentless, affecting men the way it has affected women.

"My girlfriend insists on me shaping my body. You know, like
the guys on TV," Indra, 24, said smiling.

"I read a magazine that specifically talks about body
building. It was actually what made me go to the gym in the first
place," Wawan, 20, said.

Television is simultaneously delivering the "perfect body"
message as with other media like magazines, with their articles
and pictures. Now even significant others, such as close friends
and family, apply the same pressure. This is inflicting anxiety
on men who now incessantly judge themselves on the ideal
projections in the media or their surroundings.

Abundant articles in Men's Health magazine may provide bare
examples of how real this pressure can be in contemporary
society. An article in its 2002 edition said, "you are not a
modern man if you have no clue about women's thoughts. Especially
if you don't have a sexy body." Another one advised, "try this
work-out program for a month and you'll have a better and
athletic posture. With it, you will have a perfect look".

Another magazine targeted at young people, Hai, has also been
projecting the same pursuit of the body beautiful. An article
said that "having a great body is no longer only a girl's
priority because it's now also a boy's ... A boy must look
muscular and athletic."

Advertisements also play a key role to such a portrayal. Ever
noticed that dairy supplement ad with the promotional lines
saying, "Got an athletic body? You'll have self confidence," or
"Every man wants to have an athletic body," with the word "man"
bolded?

These instances reflect how the meaning of being a man has
been taken toward a new direction. The use of words like "got
muscles," "sexy body," "perfect look," and "look athletic"
insinuates some characteristics a man is supposed to possess,
partly saying that not having an athletic and muscular body means
not being a man, at least not today's man.

It seems that society is being dragged to adopt an ideology: a
varnished urban culture of body worship. Appearing good or being
beautiful now no longer stays in the bedrooms but has become a
lifestyle.

This lifestyle is what is being sold by the media as a
commodity. Presenting the so-called "ideal man," the media is
attracting the audience to consume it: men start watching shows
talking about body building and male stuff, reading and even
subscribing to magazines and buying products that "help" them
become the perfect man.

Eventually, it all boils down to money. In a capitalist
society, such a portrayal is intended, consciously or not, to get
the cash flowing. The media gets capital from advertisers and
companies upholding the body image issue, and their pockets are
filled with consumer's money.

In the end, it is the audience who loses the battle, (still)
stuck with its endless anxiety about looks and ... looks.