Conceptions of the male role are a highly salient facet of worldview worthy of consideration for counselors working with male populations. This paper introduces broad conceptual models of the male role including traditional masculinity, ideology, and gender role conflict and briefly summarizes research using these models, which illustrates the impact of masculinity on the social and emotional functioning of men. Culturally specific aspects of masculinity for Latino/Hispanic, African American, and Asian American men are offered, along with issues likely to be encountered when working with men of color. Counseling approaches and settings sensitive to these differing standards of masculinity are suggested. (Contains 84 references.) (Author)