March 3 (3/3)

  • Sport, Media & Masculinity Overview

    • Course name: Sport, Media & Masculinity II
    • Course code: KNES 3645
    • Date of review: Winter 2025

  • Review of Key Concepts

    • Four types of masculinity according to R.W. Connell
    • Five features of hegemonic masculinity
    • Discussion on flexible masculinity and its pitfalls

  • Media's Role in Constructing Masculinity

    • Masculinity depicted as an artifact of popular culture influencing consumer goods (e.g., TV shows, films, products).
    • Media institutions including Hollywood and advertisers promote specific masculinities.
    • Quote from Malin (2005) emphasizes the vested interests in the portrayal of masculinity in media.

  • Beer Advertisements as Manuals on Masculinity

    • Beer ads not only sell products but also depict an image of masculinity.
    • Strate (1992) suggests that these ads act as guides for masculine behavior, defining what it means to be a man.

  • Connection between Sport, Masculinity, & Alcohol

    • Men's sports consumption intertwined with alcohol, contributing to hegemonic masculinity.
    • Analysis of beer and liquor ads during major sporting events such as the Super Bowl and Sports Illustrated swimsuit issues.
    • Men's masculinity is reaffirmed through the consumption of selected products. (Messner & Montez de Oca, 2005)

  • Lifestyle Branding in Alcohol Advertising

    • Ads utilize lifestyle branding to construct aspirational images for consumers.
    • Example provided: Red Bull exhibits lifestyle associations in its branding strategy.

  • Desirable Lifestyles in Beer Ads through the Decades

    • 1950s-1960s: Focus on white heterosexual couples enjoying beers in domestic settings; men as breadwinners.
    • 1970s-1980s: Shift to men drinking beer in groups as a reward after work; women become secondary characters in advertising narratives.
    • 2002-2003: Ads depict four themes regarding masculinity:
    1. Losers: Men portrayed as potentially humiliated individuals, showcasing masculinity's insecurity.
    2. Buddies: Emphasis on male friendships as a source of stability for masculinity.
    3. Hotties: Sexualization of women as prizes for male accomplishments, reinforcing male bravado.
    4. Bitches: Representation of women as obstacles to male pleasure and freedom.

  • Representation of Race in Beer Ads

    • Analysis of how advertisements depict racial dynamics, with a majority focusing on white males while underrepresenting Black individuals.
    • White men risk ridicule in ads, while Black men face harsher portrayals and societal consequences.
    • Statistics from 2002-2003 Super Bowl ads reveal a predominance of white characters.

  • Southern Man Campaign in New Zealand (Speight’s Beer)

    • A campaign targeting a specific version of masculinity aligned with rural Kiwi identity.
    • Campaign focuses on male friendships, heterosexuality, and sharing a beer after hard labor.

  • Contemporary Representations in Ads

    • 2018 ‘The Dance’ Ad: Challenges traditional masculine identity by showcasing vulnerability through a man who dances.
    • Investigates implications for masculinity norms and the representations of sexual orientation.

  • Depictions and Stereotypes of Black Male Bodies in Advertising (1985-1994)

    • Common portrayals include comic, violent, and hypersexual themes, leading to harmful stereotypes about Black men.
    • Sports model representations reinforce expectations based on innate ability rather than hard work.

  • Notable Advertising Examples

    • Nike’s Bo Jackson Ad (1989): Highlights racial stereotypes implying Black athletes rely on natural gifts rather than effort.
    • Pepsi’s Shaquille O'Neal Ad (1994): Emphasizes O’Neal’s size, reinforcing size and strength stereotypes.
    • AT&T’s Scottie Pippen Ad (1992): Portrays Black athletes as aggressive and violent, contrasting white athlete portrayals.

  • Implications of Stereotypical Portrayals

    • Repeated exposure to these stereotypes perpetuates and normalizes assumptions about race and masculinity.

  • Conclusion: Ads from 2024 Super Bowl

    • Examination of evolving portrayals of masculinity and race in contemporary advertisements.