Men drawn into 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 ally in that quest: Men.

Many assume that body image issues pertain only to women and gay men. The 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.

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. Perhaps the international icon of the new man who is proud to look good is soccer star David Beckham, a snappy dresser who can don a sarong if he wants.

"I go to the fitness center to shape my body to look sexy and macho," said Daniel, 26, after a two-hour workout.

"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 defining the perfect female look, 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 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 physique over the past couple of decades has been relentless, affecting men the way it has affected women.

Fashion stylist and writer Muara Bagdja attributes the development to changing roles of what it means to be a man.

"It used to be that a man was just the head of the household, but that has changed with influences from the outside, and the fact that there are now more opportunities to socialize, in cafes, clubs and the like," said Muara.

"The understanding before was that a man was masculine and macho, but now he can smell good, be clean and also dress well, and he's doing the shopping instead of his wife or girlfriend," he added, noting Beckham fully represented this "new man".

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 provide clear examples of how real this pressure can be in contemporary society. An article in an edition in 2002 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 in 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 in a new direction. The use of words like "got muscles," "sexy body," "perfect look," and "look athletic" insinuate 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 pulled into adopting 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 the consumer's money.

In the end, it is the audience who loses the battle, (still) stuck with its endless anxiety about looks and trying so hard to score like Beckham.