A half century of research has identified that mass media portrayals of women are influential in shaping their self-image and self-esteem, as well as men's and societies' views of women. Comparatively few studies have examined mass media portrayals of men and male identity, and gender studies have mostly assumed these to be predominantly positive and unproblematic. However, in a post-modern post-industrial era of massive economic, technological and social change, research shows mass media are projecting and propagating new images of male identity from 'metrosexuals' and men with 'a feminine side' to Atlas Syndrome workaholics, 'deadbeat dads' and generalised images of men as violent, abusive and commitment phobic. This 2006 book is based on an extensive analysis of over 2,000 media articles and program segments and shows that men and male identity are portrayed in overwhelmingly negative ways and warns of potential negative effects on men's sense of self-identity and particularly on young boys growing up.