© 2013 Taylor & Francis. One challenge facing the men's movement is how to attract a more diverse range of participants, especially in terms of age and culture. In Spain, people generally believe that the men's movement has had little impact on young people, focused as it is on issues such as doing chores or caring for children, issues that affect only a particular group of men. Seeking ways to attract more young men to the movement, the authors conducted a case study with the Men in Dialogue association (MiD). MiD has developed a new approach to masculinity by incorporating in its discourse issues that young people face in their everyday lives. The authors analysed this discourse and identified key aspects – desire, friendship and solidarity, and equality – of the MiD messages that are attractive to young heterosexual males.
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