| Summary: | Problem definition and purpose: How do young men view the image of masculinity that is presented in the media, and what men or masculine characteristics do they look up to? Description: As men of a relatively young generation, most likely less influenced by the traditional alpha male ideal than our fathers were - while still being part of the male species at a time when it can be held responsible for many of the modern world’s problems, we have decided to peek into the world of male ideals and role models presented by the media, and try to understand what shape these ideals might take, how a coming generation of young men are affected by them and how they view them. Thus, this qualitative study aims to deepen understanding of correlations between young men’s view of their own masculinity and the way men are portrayed in culture and entertainment media. In order to investigate the matter, we have reached out to three schools at gymnasium level and conducted interviews with students in ages 15 to 19. From the interviews we have gathered information which has later on been used to distinguish four ideal types of masculinity; the Alpha Male, the Beta Male, the Humorist and the Activist. On the basis of these ideal types we have been able to make an analysis of the current media landscape, and more specifically what the young men perceive affects them in their own masculinity, what they believe affects young men in negative and damaging ways, and what kind of masculinities they feel are missing in today’s media outlet. In summary, we feel that the work might be able to help us and others understand something about what the next generation of men will be like - and why. Method and materials: Qualitative study conducted through interviews with men aged 15-19, analyzed in accordance to the ideal-type method. Main results: The interviewed young men identify different kinds of male characteristics given space in the media, which we have categorized into four ideal types - The Alpha Man, The Beta Man, The Humorist and The Activist. That these four types are visible indicates that the form of masculinity which has been the most common in the media, the hegemonic (Alpha) masculinity, characterized by dominant behavior, assertiveness and can be likened to a kind of macho masculinity - now face competition over the medial space. The competitors consist of men who are sensitive and intellectual (Beta Man) , funny and resourceful (Humorist), and a driving force in changing society and spreading goodness (Activist).
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