The Male Consumer as Loser: Beer and Liquor Ads in Mega Sports Media Events

@article{Messner2005TheMC,
  title={The Male Consumer as Loser: Beer and Liquor Ads in Mega Sports Media Events},
  author={Michael A. Messner and Jeffrey Montez de oca},
  journal={Signs: Journal of Women in Culture and Society},
  year={2005},
  volume={30},
  pages={1879 - 1909}
}
T he historical development of modern men’s sport has been closely intertwined with the consumption of alcohol and with the financial promotion and sponsorship provided by beer and liquor producers and distributors, as well as pubs and bars (Collins and Vamplew 2002). The beer and liquor industry plays a key economic role in commercialized college and professional sports (Zimbalist 1999; Sperber 2000). Liquor industry advertisements heavily influence the images of masculinity promoted in sports… 
One of the blokes: Brewsters, branding and gender (in)visibility in New Zealand’s craft beer industry
Beer drinking has long been valorised as a masculine performance and a social ritual. But as more women enter the craft beer industry, new opportunities emerge to reframe the cultural discourses
Gender, Alcohol, and the Media: The Portrayal of Men and Women in Alcohol Commercials
ABSTRACT In this article we focus on alcohol commercials in the media because they have a large influence on behaviors and the portrayal of gender. This paper seeks to reevaluate and extend ideal
How unhealthy commodity industries find a global audience in the English Premier League: three case studies of brand engagement
ABSTRACT Establishing the English Premier League has resulted in a dramatic rise in commercial activities, raising public health concerns around unhealthy brand marketing. The present paper deals
Women Play Sport, But Not on TV
One of the long-standing trends in research on gender in sports media is the lack of coverage of women’s sport and the lack of respectful, serious coverage of women’s sport. In this article, we
“We Wear No Pants”: Selling the Crisis of Masculinity in the 2010 Super Bowl Commercials
In this article we argue that the commercials aired during the 2010 Super Bowl, a preeminent national advertising showcase, provide a stinging contribution to the contemporary discourse of
“Be Soft”: Irony, Postfeminism, and Masculine Positions in Swedish Sport Betting Commercials
Gambling advertising usually draws heavily on gendered stereotypes, including portrayals of male gamblers as tough and successful. Meanwhile, representations of men in advertising have grown
Gendered Expectations, Gatekeeping, and Consumption in Craft Beer Spaces
While women are drinking more craft beer in the United States, the association between masculinity and beer remains intact. Yet sparse research has considered how involvement in craft beer culture
Mediating sport, myth, and masculinity: the National Hockey League's "Inside the Warrior" advertising campaign.
This study examines the development and production of the National Hockey League’s (NHL) 2005–2006 “Inside the Warrior” advertising campaign. Three aspects of the creative process are explored: (1)
The construction of masculinity and femininity in alcohol advertisements in men's magazines in South Africa: A discourse analysis.
This thesis focuses on how masculinity and femininity are constructed in alcohol advertisements in the print form, specifically in For Him Magazine (FHM) and Gentlemen’s Quarterly (GQ). Alcohol
A Shift in Gender Representations and Narratives in Super Bowl Commercials
Despite the wide, diverse, and captive Super Bowl television audience, there are only a few studies—none longitudinal—that have examined gender representations in Super Bowl commercials. Scholars
...
...

References

SHOWING 1-10 OF 29 REFERENCES
The Prediction of Sexual Aggression by Alcohol Use, Athletic Participation, and Fraternity Affiliation
Alcohol, athletics, and fraternities have been targeted in the popular media as primary causes of sexual aggression on campus. Except in the case of alcohol, the empirical data supporting these
Make room for TV : television and the family ideal in postwar America
Between 1948 and 1955, nearly two-thirds of all American families bought a television set--and a revolution in social life and popular culture was launched. In this fascinating book, Lynn Spigel
Bad Boys: Public Schools in the Making of Black Masculinity
Statistics show that black males are disproportionately getting in trouble and being suspended from the nation's school systems. Based on three years of participant observation research at an
Alcohol use and related consequences among students with varying levels of involvement in college athletics.
TLDR
Male team leaders appeared to be at significantly greater risk than female team leaders; they also consumed more alcohol, binged more often, and suffered more consequences than other team members.
Mud, sweat and beers : a cultural history of sport and alcohol
Introduction 1 This Sporting House: The Pub and Sport 2 A Thirsty Business: The Drinks Industry and Sport 3 Cheers! Alcohol and the Sporting Crowd 4 A Little of What Does You Good? Alcohol, the
MEN'S RESPONSES TO FEMINISM AT THE TURN OF THE CENTURY
This article examines the variety of men's responses to feminism in late nineteenthand early twentieth-century United States through texts that addressed the claims raised by the turn-of-the-century
Masculinities
t has become something of a truism to state that the concept of ‘masculinities’ assumed, during the 1990s, an increasing visibility, prominence and political significance both within (and beyond) the
Homeward Bound: American Families in the Cold War Era.
Uncovering startling connections between the Cold War and its effect on American family life, this classic of Cold War literature challenges assumptions about the happy days of the 1950s. . In the
Sign Wars: The Cluttered Landscape of Advertising
This author aims to show how corporate symbols or signs vie for attention and market share by appropriating - and quickly abandoning - diverse elements of culture to differentiate products that may
...
...