males role in media
...ly results in positive consequences more often than negative. The results of all the commercials indicate that 68.6% of the commercials positioned toward boys contain incidents of verbal and physical aggression. (Bowker). The Commercial is shown during Monday Night Football when advertisers know a large amount of men and boys will be watching. The ending of the commercial shows an older man and his son cheering the Football player on as he scores and finally drinking the soft drink. Athletics is another factor that reinforces society's definition of masculinity. Boys’ watch how their fathers celebrate and get in to 'the game', whether it is football, basketball, or any other sport that epitomizes masculinity. Children notice that the 'men' on TV impress dad and they want to be like that. This is a major drive for boys wanting to learn athletics. Most of what a young boy learns about what it means to be masculine is presented to him at such an early stage that he accepts it as an inevitable truth. Often young boys can be found taunting and even motivating each other with phrases like "Don't be a sissy" or "Only girls do that." It seems that there is an absolute fear among all males that the worst possible insult is to be labeled a female (Cushner). As children develop from boys into men the socialization process showing how physical ability is objectifie...