DeCode/M’s core study seeks to:

• Examine representations of masculinities promoted by mass media and online social media contents and advertisement considering an intersectional approach, and following thematic analytical clusters – health, sexuality, violence, careers, household roles and fatherhood.
• Explore the way audiences perceive and appropriate those representations, through the use of small case studies in Coimbra and in Lisbon, to identify and understand singularities and regularities of each group concerning perception and impact of media representations, noting trends but also potential challenges to linear and homogeneous media representations of masculinities;
• Understand the motivations of media professionals to include gender-equitable and non-gender–equitable representations of masculinities in their products and advertisements.