Leisure corporations, beer brand culture, and the crisis of masculinity: the Speight’s ‘Southern Man’ advertising campaign

Multiple dimensions of mediation within transnational advertising production: cultural intermediaries as shapers of emerging cultural capital

“…14 In this sense, we note that Holt's (1998) framing of six 'dimensions of taste', and in particular 'local versus cosmopolitan' and 'communal versus individualist', has certain similarity with our analysis of mediation. We also acknowledge that all the interviewees were male, which may reflect a form of hegemonic gender relation in a wider field of advertising production (see Gee and Jackson 2012;Nixon 2003).…”

“…Featherstone's emphasis on the role of cultural intermediaries in mediating production and consumption has been widely accepted and applied by a range of scholarly accounts on a variety of cultural workers including, but not limited to, fashion designers (Skov 2002), business managers and accountants (Negus 2002), bookshop workers (Wright 2005), public relations practitioners (Curtin and Gaither 2005;Hodges 2006), fashion buyers (Entwistle 2006), personal fitness trainers (Smith Maguire 2008), branding consultants (Moor 2008), journalists (Doane 2009;Ma 2006), arts administrators (Durrer and Miles 2009), television buyers (Kuipers 2012), marketing/advertising practitioners (Amis and Silk 2010;Cronin 2004;du Gay et al 1997;Gee and Jackson 2012;John and Jackson 2011;Kelly et al 2005;Kobayashi 2012aKobayashi , 2012bMcFall 2002;Moor 2012;Nixon 2003;Jackson 2008, 2010;Soar 2000Soar , 2002, wine promoters (Smith Maguire 2013), specialist advisors (Rojek 2014) and more recently diary-keepers (Perry et al 2015).…”

Understanding drinking among midlife men in the United Kingdom: A systematic review of qualitative studies

“…The role of drinking, and drinking particular types of drinks, as affirmation of socially constructed notions of masculinity ( Bridges & Pascoe, 2014 ; Connell, 1995 ) resonates with findings internationally. For example, public drinking in Vietnam has been described as ‘encouraging a masculinized form of binge drinking’ ( Gillen, 2016 ), and in New Zealand beer advertising offers a ‘nostalgic valorisation of a local hegemonic masculinity in a time of destabilised male identity politics’ ( Gee & Jackson, 2012 ). Although it is important to not essentialise ‘male drinking’ as a uniform practice, which it is clearly not, these findings suggest that drinking practices can, at least in part, be understood as a way for some men in different cultural contexts to demonstrate idealised forms of masculinity to assume positions of power.…”

“Sexual Ornament” or “Spiritual Trainer”? Envisioning and Marketing to a Female Audience Through the NHL’s “Inside the Warrior” Advertising Campaign

“…The critical analysis in this article focuses on (1) how the cultural intermediaries from Conductor imagined and conceptualised female hockey fans as a target audience; (2) a comparative analysis between the creative strategies in the production of the ''Inside the Warrior'' campaign with characteristics of female narratives (e.g., soap operas) to attract a female audience; and (3) the accommodation of resistance to the stereotypical representations of gender in the ''Inside the Warrior'' campaign by the cultural intermediaries. Such an analysis aligns with the burgeoning body of literature on the cultural production of sports advertising that examines the role of advertising practitioners and other cultural intermediaries in mediating between producers and consumers (e.g., Gee, 2009;Gee & Jackson, 2012;Goldman & Papson, 1998;Jackson, Batty, & Scherer, 2001;Kobayashi, 2011Kobayashi, , 2012Scherer, Falcous, & Jackson, 2008;Scherer & Jackson, 2007, 2008a, 2008b. This study is not concerned with the actual work routines or labour processes of the cultural intermediaries, but ''the role [they] play in imagining and constituting specific (ideal) 'market segments' and incorporating them into advertising strategy and end-products (advertisements)'' (Cronin, 2004, p. 357).…”