Susan Douglas positiions masculinity as constantly changing, often having to reconcile between its contradictory attributes. Media's images of masculinity strive to reflect the latest aesthetic trends while reinforcing old gender roles, In an effort to stay competitive, the last symbols of post-modern masculinty prefer immediate action to conservative rationale. Media's preference for spectacle shapes masculinity by needing to favor the possibly-disasterous male character over the prudent. The self-restraint Douglas attributes to post-war masculinity fail to entertain. The alternative is hedonism. In a narrative framework that demands a quick payoff on a setup, reason must not get in the way of hedonism. The well-established prerequisite of mass appeal obligates the media outlet to address the male audience in broad terms. The primitive drive to advance one's own basic interest at all costs is attributed to masculinity by the need to depict a spectacle weather positive or subversive. In my project I will show a shift away from Susan Douglas' post-war masculine to one that champions physicality and recklessness. The trend culminates in a devaluation of meaning and a preference for primitism.