Men seek help for problems less often and more hesitantly than women across a wide range of contexts. While there are many potential sources for this gender discrepancy, one possibility is that masculine attitudes and behaviors discourage help-seeking behaviors and create help-seeking barriers. As the superhero genre often changes over time to reflect current social attitudes, the current study explores patterns, contexts, and rewards of help-seeking behaviors portrayed by men in a genre of media frequently consumed by men: superhero films. Twenty-three Marvel Cinematic Universe films were coded for superhero men’s help-seeking behaviors, as well as patterns in context and outcomes around help seeking. Overall, we found that superhero men displayed the help-seeking behaviors of approaching problems and collaboration with others most often, followed by the maladaptive coping strategy violence. In addition, help-seeking behaviors were most often displayed when the superhero was acting in his personal/self, capacity and superhero men were most often confronted with physical problems. Furthermore, we found that most of the help-seeking behaviors coded were rewarded only about half of the time. Finally, we found several differences in patterns of help-seeking displayed by various specific heroes. Other patterns and implications are discussed.

Click here to read the full article in Sex Roles.