New Girl's New Lad

Schmidt, one of the main characters in the FOX show, New Girl, in many ways embodies the modern young male. Though often criticized by his roommates for his obscene “douchieness”, he is the archetype for what Aubrey & Taylor (2009) would consider a “lad”. Just as lad magazines promote the physical appearance of males, Schmidt often openly discusses his past as an overweight child and teenager. This history has prompted his modern approach to fitness, fashion and success. Thus, Schmidt embodies the modern lad and the very finite line that stands between being invested in ones appearance and not being “douchy”, or possibly mistaken as gay. For Schmidt, the times he crosses this line prompt his roommates to have him put money in the “Douchebag Jar”, as shown in the clip below. Throughout the show, this jar symbolizes Schmidt’s dance between keeping up with societies current demands for men’s appearances and the times he crosses over into “douchebag” terrain.

In many ways emphasis on male physique is just as intense as body image issues in regards to women. While women often feel objectified for their bodies or pressured into having a certain body type, Aubrey & Taylor (2009), present the many ways in which this is very much true for men as well. Therefore, just as media holds a high standard for women, it does the same for men, impacting the way viewers see themselves, resulting in unrealistic expectations for their appearance and physique. Aubrey & Taylor (2009) mentions the media effects on male body image, describing the dissatisfaction that men often feel with their bodies after seeing media portrayals of modern men. Lad culture goes beyond just physical appearances of muscular, well-groomed bodies and taps into fashion and the importance of maintaining one’s appearance.

Therefore, it can be deduced that the media plays a role in pressuring men and their appearance in the same way it does for women. While women battle the thin line between looking “hot” and looking “slutty”. Lad culture seems to create a similar line between caring about one’s appearance but only so much as you are not mistaken to be gay. This most likely has to do with the more recent stereotypes for men, in which they not only have to be physically fit, but also well groomed. “In addition to being muscular and fit, media also suggest that men need to be polished, well groomed, and well dressed” (Aubrey & Taylor, 2009). 

This observation from their study relates back to Schmidt on many levels. First, in the way he prioritizes his heath and physique, but also the ways in which he puts deep consideration into his fashion choices. Similarly, societal standards have impacted Schmidt’s concept of manhood. For example, in one episode, Schmidt tells his roommates:

“Know this: your caveman ideas about manhood are so over. Manhood today is about exfoliation, cheese courses, emotional honesty, and Paxil. And yes, cutting peppers in the classic style de Julienne. You may have bested me in a competition of pre-Clinton manhood, but I am Schmidt, a refined and enlightened pescatarian, 90% of the time" (Meriwether & Peretz, 2012).

Furthermore, the conflict between investing in one’s appearance while also maintaining your masculinity is a very confusing line to create for men. This lad culture has produced a popular mindset for boys to fear being mistaken as gay, prompted an unhealthy ideal for the male body type, and produced societal norms that create an unachievable expectation for what it means to be a man in today’s world. This struggle is so prevalent that it can be seen both within media texts, such as Schmidt’s character, and more commonly as an effect of media texts, as suggested by Aubrey & Taylor (2009).

References:

Aubrey, J. S., & Taylor, L. D. (2009). The role of lad magazines in priming men’s chronic and temporary appearance-related schemata: An investigation of longitudinal and experimental findings. Human Communication Research, 35 (1), 28-58. doi: 10.1111/j.1468-2958.2008.01337.x

Meriwether, E. (Writer), & Peretz, J. (Director). (20 November 2012). Parents [Television series episode]. In Meriwether, E. (Producer), New Girl. Los Angeles, CA: 20th Century Fox Television.