The Invisible Man: Media’s Influence on Masculinity and Gender Roles through Masculine Archetypes
The current discourse around masculinity couldn’t be more relevant for those aiming to resonate with future generations of consumers. Yet today’s media and marketing continue to sell an image that doesn’t reflect the modern Australian man.
This research highlights the disconnect between the version of masculinity portrayed by advertisers and the reality of the modern Australian man.
SYDNEY RESEARCH LAUNCH
In collaboration with Innocean Australia, we unveiled The Invisible Man, an 18-month research project which explored the representation of masculinity in the media.