Some even believe that the topical premium on muscle is a form of reaction against loss of masculine identity in the face of greater assertion on the part of women. However, it is unlikely that how a man is judged in society will ever depend on his physical appearance to the extent that women have to face. Being overweight and unattractive has never been a barrier to success for men as a glance around most industry boardrooms would confirm. In any case the notion of sport as the central plank of a cleanAiving ethos is something of a myth in itself - if clean living is synonymous with chemical abstinence. Sport is often cited as an antidote to a range of unhealthy and antisocial behaviours including drug taking.
Steroids render the playing field even less level.
In research conducted for the Miller Lite Beer company, many respondents took drugs in athletic competition while at the same time saying they believed in the association between sport and clean living. In other words, for these competitors at least, taking drugs to enhance performance did nothing to undermine the lofty aspirations of sport. This may presage a change of attitude in what is deemed acceptable as 'natural' in society and it's a point we will return to later. Studies conducted to ascertain the efficacy of mass media anti-drug campaigns have come to the general conclusion that they fail to change drug behaviour. Through television adverts and billboards the negative images of drug use are vividly portrayed.