Media internalization and conformity to traditional masculine norms in relation to body image concerns among men

•We examine men's desires for muscularity, thinness, and/or leanness.•Different masculine norms are related to internalization of media ideals.•The media display social dominance with ideals that promote drive for muscularity.•Hard work is not shown by the media, but both still relate to drive for thinness.•The media display attractive ideals that promote drive for leanness.

Previous studies have separately examined conformity to masculine norms and internalization of body ideals in the media in relation to the drive for muscularity (DM). This study was designed to examine these factors together in relation to DM, and further examine how they may differ in relation to drive for thinness (DT) and drive for leanness (DL). Participants were 284 Australian males between ages 18 and 42. They completed validated measures that assessed DM, DT, DL, male gender role norms, and internalization of body ideals. The findings showed that internalization of body ideals mediated the relationship between masculine role norms and body image in the case of both DM and DL. However, masculine norms and internalization were independent predictors of DT. Our findings contribute to further understanding of the roles that the media and masculine norms have in shaping men's drive for muscularity, leanness, and thinness. Longitudinal research is needed to confirm the nature and direction of these relationships.