A lot depends on role models and expectations. For several years, I lived in a Pacific Island country. The gay men there tended to act very effeminate, with a few exceptions. One gay activist I knew tried to start a rowing team for gay men. After a couple weeks, the other gay men noticed that they were developing muscles and, because they thought that gay men should not look muscular, they dropped out. The guy that started the team, who looked very impressive, was quite disappointed. Gay men there also tended to dress in a bizarre manner that attracted negative attention.
On the other hand, when I visited Australia, in the Oxford Street area of Sydney, gay men tended to project a hyper-masculine image and often looked very muscular. As I see it, the difference can be attributed only to what gay men in various cultures think gay men should be like and look like.
I'm not particularly concerned with image myself and not even sure what my image is. However, I do like clothes that fit well; I've made a point of keeping myself fit and like to show it. I guess that I'd like to project a masculine image, but I'm not about to pretend that I don't like the opera, classical music, etc. I'm also a gearhead and like motorcycle riding. So, what is my image?