Male body image and health beliefs: a qualitative study and implications for health promotion practice

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Abstract
THE aim of this study was to explore male self- image, its impact on health beliefs and/or behaviour and the implications of this for health promotion practice. Qualitative research methods were used with a sample of 30 men, aged 30-41. The main re sults revealed shared concepts of health that were based on the body and self-image. Embodied signs were used to place and maintain the location of identity in participants' construction of 'mascu linity'. Finally, data suggesting a 'dislocation' of body and self-image in the context of ageing and life-course transitions (marriage and fatherhood) are considered. The paper concludes that the separation of the body from self-image could have important implications for the efficacy of health promotion in terventions, such as well-man screening, which aim to encourage personal responsibility for health.