Masculinity was defined and established in such ways that emphasize muscular and imposing physical characteristics over individual preferences. Over the years, and especially in the 21st century, masculinity become something people live towards and not define by themselves. Although the concept of masculinity existed before the media was fully established, I certainly do believe that mass communication has played a central role in defining what it means to be a man. Living in a time of rapid technological development where technology is an essential part of everyday lives, it is extremely difficult not to be exposed to media. It is not bad to be consumers of media, however, it is simply foolish to take the media by its face value and take it by the face value.
Whether it be underwear's, perfumes, designer wear clothiers, workout supplements, or sports equipments, it is necessary to be smart consumers of media. The purpose of advertisements is to trick consumers into buying their products. Speaking of such, every advertisement should be viewed with some suspicion and skepticism. Be an active consumer of media, not a victim.