Beer Commercials: A Manual on Masculinity

Strate, Lance

doi:10.4135/9781483326023.n6

Cited by 68 publications

(46 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…' (Graham Murdock, 1999: 14) What boys say about the media is often less important than how they perform descriptions of their media usage with one another: they find in the mass media a potent source of references for constructing a repertoire of acceptable codes and signifiers of masculinity or what I have termed 'affirmation texts'. In this sense, the media can be said to function as a 'manual on masculinity' (Strate, 1992). However, rather than the direct effects model implied by Strate, which suggests that boys learn how to behave by imitating mediated masculinities, the process appears to be a more complex and active one, whereby audiences actively perform media usage as a means of affirming and, in some cases, policing masculinity.…”

Section: Resultsmentioning

confidence: 99%

“…By and large, they conclude that the majority of mainstream media texts perpetuate dominant ideologies of gender (Donald, 1992;Hanke, 1998;Strate, 1992). However, such approaches have been challenged by theorists who claim that, rather than presenting an ideologically coherent view of masculinity, the mainstream media are increasingly involved in contemporary society's 'troubling' or problematisation of masculinity.…”

Section: Introductionmentioning

confidence: 97%

See 1 more Smart Citation

A ‘Manual on Masculinity’? The Consumption and Use of Mediated Images of Masculinity among Teenage Boys in Ireland

Ging

2005

Irish Journal of Sociology

View full text Add to dashboard Cite

Most of the research on masculinity in Ireland stresses the influences of family, work and education in the construction of gender (Ferguson, 1998;Ferguson and Synott, 1995;Ferguson and Reynolds, 2001;McKeown et al., 1998, Owens, 2000. Although the impact of the entertainment media is regularly alluded to, there is a dearth of empirical work in this area. While it is generally agreed that mediated images play a highly influential role in young people's lives, both the nature and the scope of this influence remain unclear in the absence of concrete ethnographies of reception. This paper discusses the findings of a quantitative and qualitative investigation into Irish male teenagers' consumption and reception of a broad range of media texts and discusses these findings in relation to the relevant literature. It points to the shortcomings of both 'hypodermic needle' theories, which claim direct media influence, and of some active audience theories, which posit consumers as impervious to ideological influence. Contrary to popular discourses which frame the media as an autonomous, regressive force that lags behind a more progressive reality, the findings presented here suggest that mediated fictions are part of wider 'gender scripts' (Nixon, 1996) that both inform and are informed by the social structures within which (male) viewers are immersed.

show abstract

Section: Resultsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 97%

A ‘Manual on Masculinity’? The Consumption and Use of Mediated Images of Masculinity among Teenage Boys in Ireland

Ging

2005

Irish Journal of Sociology

View full text Add to dashboard Cite

show abstract

“…Hollander's (2001:489) analysis of the television program Studs identified six "recipes for success" as a stud: be big, be strong, be (hetero)sexual, be young, be generous, and desire a studette of the same race and similar age as oneself. Strate (2001) found that the gender message produced by corporations in the form of advertisements for beer promotes similar types of traditional masculine gender roles.…”

Section: Constructs Of Masculinity: Real Men Marketplacementioning

confidence: 99%

Stylish Hard Bodies: Branded Masculinity in Men's Health Magazine

Alexander

2003

Sociological Perspectives

135

112

View full text Add to dashboard Cite

“…Indeed, numerous studies have documented how men negotiate their masculinity status through beer consumption within the contexts of pub culture and sports culture alike (Campbell 2000;Campbell, Law, and Honeyfield 1999;Gough and Edwards 1998;Kirkby 2003;Mager 2005Mager , 2010Rowe and Gilmour 2009;Strate 1992). In addition, others have argued that beer consumption is central to homosocial bonding among men, a key component of "doing masculinity" (de Smith 2007a, 2007b;Eriksen 1999;McCracken 1993;Measham 2002;Thurnell-Read 2012;Wenner and Jackson 2009;West and Zimmerman 1987).…”

Section: The Masculinization Of Beermentioning

confidence: 99%

Omnivorous Masculinity

Darwin¹

2018

Preprint

View full text Add to dashboard Cite

Peterson's "omnivore-univore" hypothesis has stimulated a lively debate among cultural sociologists, but the effect of omnivorousness upon gender inequality remains underexplored. By analyzing the gendered valuation of beer types in craft beer blogs and in open-ended surveys with 93 craft beer bar patrons, this article demonstrates that a shift toward omnivorousness does not necessarily reflect a shift toward progressive gender ideology. These findings indicate that the same ideological conflation between femininity and illegitimacy that dominates the univorous American mainstream beer culture has been reproduced-albeit repackagedwithin the American craft beer culture. Men are free to consume a range of beer types without consequence within the confines of the omnivorous craft beer culture, but women remain subjected to gendered judgment depending upon their beer preference. This imbalance signifies the emergence of a "hybrid masculinity" within the omnivorous craft beer scene that superficially signifies gender-blindness while ultimately maintaining the patriarchal status quo. These findings contribute towards the sociology of gender and the sociology of consumption by demonstrating the gender contingencies of cultural capital accrual that reinforce women's subordination.

show abstract

Beer Commercials: A Manual on Masculinity

Cited by 68 publications

References 0 publications

A ‘Manual on Masculinity’? The Consumption and Use of Mediated Images of Masculinity among Teenage Boys in Ireland

A ‘Manual on Masculinity’? The Consumption and Use of Mediated Images of Masculinity among Teenage Boys in Ireland

Stylish Hard Bodies: Branded Masculinity in Men's Health Magazine

Omnivorous Masculinity

Contact Info

Product

Resources

About