Is masculinity ‘deteriorating’ in China? Changes of masculinity representation in Chinese film posters from 1951 to 2016

Abstract

This study attempts to briefly map the general changes of Chinese masculinities in media over time, and explain why these changes happened. Through visual content analysis, 471 film posters collected from 1951 to 2016 are examined and findings summarised as follows: 1) men are decreasingly depicted as manual workers or soldiers, and increasingly white-collar and urbane; 2) men are decreasingly delineated as aggressive or puissant, and increasingly gentle and civil; 3) men increasingly show their demand for sexuality; and finally, 4) the portrayals of men are more diverse. These changes demonstrate men to be ‘softer’, shifting masculinity from patriarchal control to consumerism power, from physical strength to economic superiority, and from hegemonic to a more inclusive version. However, men do not exclusively embody the economic power in modern China because women also express it. Thus, without the traditional masculine traits and new symbols of masculine power, the contemporary portrayals of men are regarded as ‘emasculated’ by some older generations.

Keywords:

• Masculinity
• China
• representation
• film
• change

Acknowledgements

This essay is developed from my master dissertation in LSE. Therefore, I would like to thank my supervisor Dr Sadie Wearing and the faculty in Gender Institute and Media Department in LSE. They offered me a lot of help.

Notes

1. Originally, this study planned to take samples from seven years period starting in the third year post each crucial event (considering the time needed for the gradual influence). However, due to the lack of sample population, the first two sampling periods have been extended.

2. Because some old films’ posters cannot be found, the VCD or DVD covers were taken instead.

3. Because of the low reliability between two coders regarding if a film relates to career/work or family, they are not reported here.

4. In order to satisfy the requirement of minimum sample size, the first two periods (before ‘Reform and Opening’) have been merged into one group (the second period is weighted 2 to balance the proportion) and the last two (after ‘Reform and Opening’) have been merged into another group.