Exposure to ‘lad magazines’ and drive for muscularity in dating and non-dating young men

Existing research argues that the muscular male body ideal, often promoted in the media, is associated with male body dissatisfaction and increasingly problematic attempts to attain unrealistic body shape by young males. The present study sought to examine the influence of “lad magazines”, a highly popular media sector over the last decade, and also the role of dating, or relationship, status, on the association between internalization of appearance ideals and drive for muscularity. One hundred and Sixty-one males between the ages of 18 and 36 from a UK university completed measures of exposure to lad magazines, eating disturbance, sociocultural attitudes towards appearance, and drive for muscularity. Internalization of appearance ideals was found to be a possible mediator of the relationship between lad magazine exposure and both drive for muscularity and eating disturbance. These effects were significantly stronger among non-dating males, suggesting that, especially for single men, preoccupation with attaining the ideal male body may be enhanced by the use of media that promote traditional masculine ideals.