‘We need to redefine what masculinity is’: Lion’s Chris Allan and Nova’s Fitzy on ‘the invisible man’
Creative agency Innocean and workplace culture researcher The 100% Project have unveiled the findings of a recent project, The Invisible Man, which explored the representation of masculinity in the media.
At an event on Thursday morning, the completed results of the 18-month project were revealed – which found that there is a clear need to foster more positive, diverse representation of men and masculinity.
“We know that media influences our perceptions of the world,” said Kat Stevenson, director of The 100% Project. “So we wanted to look at if the media’s representation of masculinity is influencing our perceptions.
“We’re in this era of evolving media consumption, but also evolving gender stereotypes,” she continued. “And we’re not seeing that necessarily evolve in media.”
The results showed that greater media consumption was associated with feeling increased pressures, particularly to conform to long-held male archetypes such as the hero, the provider, and the hedonist.
Five key themes emerged: Men are aspiring to be honourable and noble; men are portrayed as unemotional; men have a desire to see portrayals of ‘normal’ men; men have a desire to see portrayals of contemporary families; and men are complex and dynamic.
“The reality is that it’s complex, it requires nuance, it requires discussion, and we’re leaning into that,” Stevenson added.
At the event, a panel featured Stevenson, alongside her The 100% Project colleague Lillian Starling, as well as Lion’s connections director Chris Allan, and Nova radio host Ryan ‘Fitzy’ Fitzgerald.
Jasmin Bedir, CEO of Innocean Australia, moderated the panel, and said its media’s responsibility to redefine aspirational culture for future generations.
“With the current discourse around masculinity and DE&I, it is our job as an industry to ensure that media and marketing reflect the evolving role of masculinity in modern society, for the better,” she explained.
“We strongly believe that media and marketing can shape the men of tomorrow by creating new, positive and aspirational archetypes that bring masculinity forward, not backwards.”
(L-R): Lillian Starling, Chris Allan, Kat Stevenson, Ryan Fitzgerald, Jasmin Bedir
The conversation around masculinity, and men’s mental health, is one that should be diverse, the panelists agreed.
“It’s harder for people to feel seen or identify themselves without that diversity,” Stevenson stressed.
But according to Allan, the conversation needs to begin with a definition of what ‘masculine’ actually means.
“I don’t think anyone in this room knows what ‘masculine energy’ really is,” he said. “You can’t really define it. I think what we need to do is redefine what masculinity is, and then allow that energy to circulate through business and organisations.”
Fitzgerald agreed, adding that masculinity can be perceived in all ways: “Traditional versions of what it means to be a man and father are not really working for us men – they definitely don’t work for me.
“Real masculinity for me is about being vulnerable, present and open. It’s about breaking through those dated stereotypes, so we can build healthier relationships with our partners, our kids and ourselves. When I showed vulnerability on air, on the show, to many, that was seen, and praised, as masculine.”
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