Masculinity Crisis or Intergenerational Perceptual Biases? Explicating Public Acquiescence to the Media Regulation on Effeminate Masculinity

Abstract By drawing on the perspective of the third-person effect (TPE), this study explains Chinese men’s general acquiescence to the nation’s recent media regulation on effeminate masculinity. Data were collected among Chinese male netizens through an online cross-sectional survey (N = 735) and processed using a paired samples t-test, regression analysis, and mediation test. The statistical results demonstrate that public silence is not based on their perception of a masculinity crisis but rather a generation gap in self-other perceptual biases that conceive the younger generation as more susceptible to the influence of effeminate male media figures. Furthermore, the study found that media exposure, perceived desirability, critical media literacy, and gender ideology significantly predicted respondents’ related perceptions through the mediation of social distance. While frequent media exposure and positive media portrayals have demonstrated a potential for reducing prejudice against nonconventional gender performances, the recent official restriction on effeminate masculinity may perpetuate this prejudice. Overall, this study enriches the literature on the TPE by comparing intergenerational differences in perceptual biases regarding the social implications of media portrayals of effeminate masculinity.