ABSTRACT
In recent years Men’s Health has gained prominence on health promotion and public health agendas. This phenomenon can be attributed to a growing recognition that men experience significant inequalities in terms of health outcomes and is reflected in both the provision and uptake of services. Researchers and practitioners have concluded that men are the ‘weaker sex’ in terms of health (Sabo and Gordon 1995) and have attributed this to the problem of ‘masculinity’ as a gender identity as well as to their readiness to participate in ‘risky’ health behaviours and ignore preventative advice. Poor health among men can thus be seen as the result of attempts to consolidate masculine identities by developing risky lifestyles (Watson 1998). Masculinity, then, can be understood as a key risk factor associated with male experiences of health and illness; not only a risk factor in disease aetiology, but also as a definite barrier to developing consciousness about health and illness (Cameron and Bernades 1998). The emerging concern with men’s health is apparent in men’s consumption of health care and products and is reflected in consumption sites such as men’s lifestyle magazines.
