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.