Hero or villain? An experimental investigation on the influence of superhero media on muscular-ideal internalisation and body dissatisfaction in emerging adult men

Abstract

Superhero films dominate modern cinema and are frequently consumed by men in emerging adulthood. However, these films often depict male superheroes with unattainable muscular physiques. Whilst previous research suggests that exposure to idealised male imagery can induce body dissatisfaction in men, little is known about whether this effect extends to superhero media. This study is the first to investigate whether viewing muscular imagery in superhero films affects body dissatisfaction in emerging adult men, and whether this relationship is mediated by muscular-ideal internalisation and moderated by self-concept clarity. Using an online pre and post exposure experimental design, 205 emerging adult men ( M age = 21.33, SD = 1.84) were randomly assigned in a 1:1 ratio to view a clip from a superhero film featuring a muscular or non-muscular superhero. Results indicated that muscular superhero exposure significantly increased body dissatisfaction and muscular-ideal internalisation, whilst non-muscular superhero exposure significantly decreased body dissatisfaction. No effect was found for non-muscular superhero exposure on muscular-ideal internalisation. Change in muscular-ideal internalisation did not mediate the relationship between muscular superhero exposure and change in body dissatisfaction, nor was the relationship between muscular superhero exposure and muscular-ideal internalisation moderated by self-concept clarity. These novel findings suggest that superhero media may be both detrimental and beneficial to the body image of emerging adult men. Given their under-representation, this study highlights the need for more non-muscular superhero portrayals, which the current findings suggest may have a positive effect on emerging adult men depending on the muscularity of the hero depicted.