What are boys learning about what it means to be a man?
At a moment when conversations about gender equity have rightly centered women and girls, the Geena Davis Institute, in partnership with Promundo and the Kering Foundation, turned its lens toward masculinity in boys’ television—and the cultural consequences of leaving the “man box” unchallenged.
The event launched groundbreaking research, If He Can See It, Will He Be It? Representations of Masculinity in Boys’ TV, which examines how boys ages 7–13 are portrayed in the television they consume most. The findings reveal a paradox: progress for girls in media is real and measurable. But boys are still being taught a narrow version of masculinity—one that prizes self-sufficiency, emotional suppression, risk-taking, and dominance.
This was not simply a research briefing. It was a call to action for creators, executives, and parents alike. Because if media can reinforce rigid norms, it can also dismantle them—almost overnight.
The conversation opened with urgency and candor.
Geena Davis grounded the moment in personal experience—as an advocate and as a mother of two boys. While the Institute has long focused on gender imbalance affecting girls, she acknowledged a parallel truth: boys, too, are constrained by the stories they see. When boys rarely see themselves expressing vulnerability, caregiving, or emotional depth, the lesson is clear—even if unspoken.
Salma Hayek built on that tension with a powerful reframing. As progress for women accelerates, she noted, many men and boys are experiencing confusion. But confusion, she argued, is not a crisis—it is an opportunity. A door to reinvention. A moment to redefine masculinity not in opposition to women’s empowerment, but alongside it.
The research presentation that followed provided the data behind the intuition.
Gary Barker of Promundo shared findings from the global “Man Box” study: across multiple countries, young men who strongly adhere to rigid masculine norms are significantly more likely to engage in violence, bullying, binge drinking, depression, and suicidal ideation. Harmful norms are not abstract—they carry measurable social and economic costs.
Dr. Caroline Heldman then turned to the screen itself. In analyzing over 3,000 characters across 500 episodes of boys’ television, the Institute found:
And yet, the research also revealed something hopeful: boys are already watching and embracing stories led by girls. Female characters are prominently featured, often as leaders. The industry has proven it can shift representation. The question is whether it will apply that same intentionality to boys.
The panel discussion deepened the stakes.
Joshua Rush reflected on portraying the first openly gay character on Disney Channel and witnessing firsthand how authentic representation can change lives. He described receiving messages from young viewers who found the courage to come out after seeing themselves reflected onscreen—a reminder that masculinity in boys’ television is not theoretical. It is formative.
Justin Baldoni spoke about challenging inherited narratives of manhood—both in his storytelling and in fatherhood—arguing that boys must see emotional expression modeled, not mocked.
Wade Davis underscored the need for accountability in writers’ rooms and boardrooms alike, where decisions about representation are often made far from the lived realities they shape.
Throughout the event, a theme emerged: boys are not resistant to empathy. They are often simply denied it.
The conversation closed not with alarm, but with agency. Content creators were offered concrete guidance: expand emotional range, avoid gratuitous violence, depict boys asking for help, show fathers caregiving, and normalize diverse gender identities. Parents were encouraged to actively engage with media, call out stereotypes, and model vulnerability.
The work is cultural. But it is also practical.
Geena Davis
Founder & Chair, Geena Davis Institute on Gender in Media
Davis reframed the conversation by asserting that restrictive masculinity harms boys just as inequitable representation harms girls. She emphasized media’s power to accelerate systemic change.
Salma Hayek
Actor & Kering Foundation Board Director
Hayek positioned this cultural moment as a rare opportunity to redefine masculinity collaboratively—moving from mimicry of society to intentional inspiration.
Madeline Di Nonno
Chief Executive Officer, Geena Davis Institute
Di Nonno guided the conversation toward actionable industry accountability, reinforcing that data must translate into production decisions.
Dr. Caroline Heldman
Vice President, Research & Insights, Geena Davis Institute
Heldman presented the first large-scale analysis of masculinity in boys’ television, highlighting both representational gaps and opportunities for reform.
Gary Barker
President & CEO, Promundo
Barker connected media portrayals to real-world outcomes through the global “Man Box” study, demonstrating how rigid norms correlate with violence, depression, and economic cost.
Justin Baldoni
Actor, Director, Producer, Entrepreneur, and Changemaker
Baldoni advocated for emotionally expansive storytelling and challenged creators to dismantle inherited narratives of stoicism and dominance.
Wade Davis
Vice President of Inclusion Strategy, Product, Netflix
Davis emphasized systemic inclusion within content ecosystems and the importance of structural change behind the camera.
Joshua Rush
Actor & Political Activist
Rush illustrated how authentic LGBTQ+ representation in youth programming can empower viewers to live more fully—and how that visibility shapes identity in real time.
Celine Bonnaire
Executive Director, Kering Foundation
Bonnaire reinforced the Foundation’s commitment to addressing gender-based violence by engaging men and boys as part of the solution.
This research and convening were made possible through partnership with Promundo and the Kering Foundation as part of the Global Boyhood Initiative.
Promundo brings decades of expertise engaging men and boys in advancing gender equality globally. The Kering Foundation has long championed the fight against gender-based violence and recognized that redefining masculinity is foundational to prevention.
Together, this partnership reflects a shared belief: gender equity requires cultural transformation—not just policy change.
Conversations about gender have entered a new phase. Progress for women and girls is visible. But if masculinity in boys’ television remains narrow and punitive, boys will inherit a script that limits their emotional lives and reinforces harmful behaviors.
Media does not simply reflect culture—it instructs it.
When boys see only toughness rewarded and vulnerability punished, we should not be surprised when empathy feels risky. When fathers are absent or incompetent onscreen, caregiving becomes feminized. When aggression dominates male storylines, connection becomes secondary.
The stakes are generational.
The Geena Davis Institute’s authority lies in pairing cultural analysis with hard data. This work makes one thing clear: change is not speculative. It is achievable—and overdue.
The conversations shaping culture rarely happen in public forums.
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These are not symbolic conversations. They influence what millions of children will see—and who they will become.
If your work touches storytelling, development, or brand messaging, membership offers more than access. It offers proximity to insight—and responsibility. Join here.
