Where have all the men gone?

Where have all the men gone? Suresh Mohankumar, JWT Planning, Chennai

Simple, they have turned into cars; if we were to believe Maruti that is!!
But men have been missing from advertising and sitcoms for a very, very long time now. With the lenses being focused elsewhere, the media has been full of stories of the ‘new woman’. It has been so for quite some time now. Some call her the ‘post modern woman’. She is highly qualified and her economic independence has set in motion social tremors that are bound to have far reaching implications.



She is the new super hero or should we say the super heroine. Most heroes through out the history of popular fiction have had sidekicks. Batman has Robin, Sherlock Holmes has Dr. Watson, Bugs Bunny has the hunter, and even Anil Kapoor has Jackie Shroff. So it should come as no surprise that she too has a sidekick. Thirty minutes of TV gazing will tell you exactly who this sidekick is. But unlike the sidekicks mentioned earlier this one is an absolute no-hoper.

Meet Mr. Buddhu. He is out there putting on his act to help sell cornflakes, cars, financial services products, cooking oil, credit cards, tea and pretty much everything else. More often than not, he also happens to be the significant “other” in our super heroine’s life.


There are certain traits that clearly mark him out

- He displays symptoms of Alzheimer’s disease. He simply cannot remember anything especially when it comes to dates. Wedding anniversaries, birthdays, or even the date for paying the LIC premium; in fact you can safely depend on him to forget any significant date
- He cannot take a decision. Not to save his life. He needs to be pushed and prodded into it. He can’t even decide when and how to propose to his girl
- It is beyond him to resist temptations of any kind. Even when they come in the form of samosas and jalebis.
- He is absolutely and completely insensitive. He would much rather hear cricket commentary than listen to his wife talk during their anniversary dinner
- He is such a complete dud that he can’t even make out that his house is being cleaned out by goons even when he walks right past them as they carry the loot down the stairs.
- He is so way gone that he completely misses it when some really awesome looking women hit on him
- Taking his mind off something is child’s play. Just get him to drive around a little bit and he will even forget that ten out of hundred is really bad even if its in maths
- His interest in cricket does not mean that he knows how to get scores on his mobile; he needs his son’s help for this.
- It is not just advertising that has been running down men so meticulously. A quick check of the major sitcoms is ample proof that this breed is alive and kicking there. Two and a half men, Everybody loves Raymond, Fraser, The Office, Becker, According to Jim- the list is endless and the attributes quite clear
- Men have an exaggerated opinion of their self worth
- They can’t think of anything other than sex
- They are sloppy
- They chase trouble or rather trouble chases them and gets them all the time
- They cannot express themselves emotionally
- They cannot take a complement or give one well enough
- They are pathetic role models to their kids


The less said on the state of male characters in Hindi Television serials the better.
They are either, puppets moved along by the heroine/ the vamp or completely devoid of morals.

The classic time tested method of story telling, that has been practiced by authors since the time of Ramayana, follows a simple logic the goodness of one’s character gets amplified when it is juxtaposed against the evil of the other. The absolute smartness of the woman therefore has to be juxtaposed with the dudness of the man.

Or should it be? Do agencies and marketers need the help of a caricature ‘him’ to appeal to the woman? Do women really feel more perfect and fulfilled when they are communicated to in such a manner? Isn’t it time to break this stereotype? Isn’t it time that the real men stood up?

Why don't you tell us why you think this is happening in Indian advertising?

The Future of Men: Coffee and Donuts /August 06/Excerpts from international JWT study

• The Future of Men
  
  To better understand the changing attitudes of men and women towards gender issues, JWT commissioned a survey in the United States, UK, Canada, and the Netherlands and spoke to over 4000 people.
  
  Top 15 findings
  
  1. The 21st century will belong more to women than to men.
  2. Many of us imagine a time in the future when men will be the "weaker" sex.
  3. Men are generally more confused and less sure of themselves.
  4. Women are becoming more like men.
  5. Men respect women more than they used to.
  6. Women don't respect men more than they used to.
  7. Men think women don't appreciate how much the woman's lot has improved.
  8. He believes she believes what's his is mine and what's mine is mine.
  9. Women have become more sexually predatory.
  10. Sex is disappointing for many.
  11. Women still get paid less than men for the same work.
  12. Men have better access to good jobs.
  13. It's still a good time to be a man.
  14. The status of men relative to the status of women has deteriorated.
  15. Men think the media is biased toward women.
  
  
  "It is a brave new world for men who are striving and expected to be everything to everyone. It is reminiscent of the plight of many women, who over the past two and a half decades, have tried to maintain a career-family-life balance, while staying well-informed, well-groomed and well-rounded. Men can no longer survive on being the breadwinner alone. Give or take one or two, he must be a good son, good spouse, good lover, good brother, good father, good worker, good provider, good citizen, all wrapped up in a handsome exterior. A modern day everyman, revered for his deeds and character." JWT report.
  
  Emerging stereotypes across the world
  
  Japan
  Mr. Balance. He is someone who balances his career with private life. He does not want to die from stress or cancer. He enjoys many hobbies, including driving his car, and likes to spend time with family and friends.
  
  Netherlands
  Him (highly involved man). The him is multisided, a responsible man who has a positive self image, but is not egocentric. He loves himself and because of that, is able to love others. He is a role model for his kids and teaches them to respect themselves.
  
  Brazil
  New man. He has such enviable characteristics as flexibility, lightness, sensitivity, and a striking capacity for adapting and transforming.
  
  France
  There are two stereotypes, and they can best be described in political terms: the guy on the left and the guy on the right. The one on the left believes in a socialistic france. He dresses down, sports facial hair and is ready to strike at the drop of a beret. On the right is a clean-cut guy in a suit with an MBA. He thinks the unemployed are a lazy bunch taking advantage of an overly generous welfare system.
  
  WHAT'S NEXT?
  
  1. Renewed respect: We'll see more focused and more organized efforts by men to regain the societal and intrafamily respect they used to take for granted.
  
  2. Further broadening of what's masculine: The emerging masculinity signals a shift in society's definition of what can and should be considered masculine, loosening the reins on male behavior and giving greater choices to those men who refuse to be denied entrance into what has long been considered the "woman's world".
  
  3. Adopting female traits: As men are asked to take on new responsibilities at home and cope with increased competition from women everywhere else, they will need to develop skills that have allowed women to succeed in these areas - multitasking and collaboration for instance.
  
  4. New ways of living and working: An increasing percentage of men are opting for non- traditional ways of working/living. This in turn, will change the way men view themselves in relation to their jobs and titles.
  
  5. Equality and success redefined: Success and status will increasingly be tied not just to career achievement but to a broader definition that incorporates family, friendship and life balance.
  
• THE INDIAN SCENARIO
  
  The new male is making his presence felt in India.
  "It is not macho to be macho". - Salil Chaturvedi
  "Man is no longer the sole provider today, he does not have any qualms about changing a nappy ordoing a job as well as a woman". - Marc Robinson
  "Men are more comfortable with their emotions, and they are not shy about showing their softer side. I prefer men like that". - Viveka Babajee
  
  THE 5th ESTATE'S TAKE ON KEY MALE TRENDS IN INDIA
  
  1.Cosmetic surgeons will be kept busy as men increasingly turn to liposuction, nose jobs and hair transplants.
  2.Ballroom and salsa dancing lessons will be high on his list as he pursues his desire to embrace social graces.
  3.Hunger for spiritual balance will continue to grow.
  4.The growing emphasis on looking good will see increased spending on apparel, accessory and grooming brands.
  5.Sugar free, low fat and organic foods will see a huge surge in demand as 'eating right' becomes more than a buzz word.

TOP ROLE MODELS IN INDIA

THE RAGS TO RICHES STORY: Dhirubhai Ambani
THE COMEBACK KID: Amitabh Bachchan
THE ULTIMATE PERFORMER: Sachin Tendulkar
Mr. COOL & SEXY: John Abraham
THE KING OF GOOD TIMES:Vijay Mallya