Nikitina. [Gender socializational agents in modern men populations: family, school, peers, mass-media]

Abstract:
A comparative analyse was held on the impact of main agents of gender socialization (family, school, peers, mass media) to modern males population. Among such category of acting factors, micro-level ones translated predominantly patriarchal or egalitarian gender culture, whereas the macro-level agents offered both traditional patriarchal and alternative metrosexual socializational content for boys, young men and men. Television channels, targeted primarily at teenagers and young men, and fashion magazines for young people, translate new "glamorous" images of masculinity, which are very far from the classical patriarchal canons. As a result of media influence, we see mixing of already learned gender stereotypes and gender roles with new marketing forms. The new men metrosexual images are presented now as the ideal modern man. Here it is indicated at need to update rules of male socialization.