Hyper-masculinity may be fueled by ads

[Frank W. Baker]

Hyper-masculinity, an extreme form of masculine gender ideology, may be  fueled by magazine advertisements specifically aimed at men, Canadian researchers say.

Megan Vokey, a Ph.D. candidate at the University of Manitoba, and colleagues  said hyper-masculinity is an extreme form of masculine gender ideology comprised  of four main components: toughness, violence, dangerousness and calloused  attitudes toward women and sex.