Becks scores with men

No one would question his status among soccer fans throughout the world. But David Beckham is today being credited by academics with single-handedly transforming male behaviour and attitudes on a global scale.

The England captain, who changes his hairstyle more often than some men change their socks, strikes a chord with everyone between the ages of five and 60, says a university study.

Research into the effects of 27-year-old Beckham's worldwide fame claims his much-derided, idiosyncratic style and approach to life have helped transform men's attitudes to sex, love, babies and even homosexuality.

The study singles out the Manchester United midfielder's love of fashion and shopping as one way in which the sarong-wearing star - whose earnings topped £15million last year - is redefining the model of a modern man.

'Beckham is not only a strong role model. 'He has helped to break masculine codes by defying various manly expectations such as what clothes men are allowed to wear,' said Warwick University sociology professor Dr Andrew Parker, co-author of the study.

'He is managing to singlehandedly change male behaviour globally and for the better.'

Beckham's wife Victoria, the former Posh Spice, has come in for equal derision from some quarters - not to mention taunts of an even more personal nature from the terraces.

Yet Beckham has never shied away from displaying or publicly declaring his dedication to her and their sons - Brooklyn, three, and five-month- old Romeo - and this only adds to his status as a beacon of inspiration, the study says.

And while maintaining an aura of laddishness by the very fact of being a footballer and a national hero, Beckham transcends the game's boorish, stereotyped image.

'Although he is still "one of the lads" we never see him as a drinker,' adds Dr Parker.

'Instead he appears to prioritise family time, which is unusual in the world of football which is predominantly seen as a very masculine sport.'

Dr Parker and his co-author Professor Ellis Cashmore, of Staffordshire University, will unveil their findings at a conference this week.

Their research is entitled One David Beckham: Celebrity, Masculinity and the Soccerati. The study describes the player as both a 'new man' and a 'new lad' or 'dad lad'.

But the authors say he also shows worthy traits of the 'old industrial man', such as loyalty, stoicism and a determination to be the breadwinner.

Beckham symbolises the breakdown of male stereotypes by showing an interest in ballet and fashion, publicly confessing his love for his wife and even daring to acknowledge his large gay following, say the academics.

'Despite his high profile and ridicule he risks, Beckham stands resolute: bucking the "macho" trend, setting his own agenda, showing support for his wife, playing the perfect father, remaining every mother's favourite - while at the same time, on the field, displaying the spirit and patriotism of a national ambassador, ' they write.

Beckham's public endorsements of Marks & Spencer and Vodafone also reflect his 'family man' ideals, says Dr Parker.

'English professional soccer may not modify its masculine profile as a direct result of David Beckham,' say the authors, 'but his popular kudos could stimulate change in terms of masculine norms and expectations both inside and outside of sporting locales in the years to come.'

The research is due for publication in the Sociology of Sport Journal later this year.