Gendered Citizen Constructs in Beer Commercials as a Metatext of Alcohol Control Policies

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Hellman , C M E , Katainen , A H & Seppänen , J 2018 , ' Gendered Citizen Constructs in Beer Commercials as a Metatext of Alcohol Control Policies ' , Contemporary drug problems , vol. 45 , no. 2 , pp. 163-176 . https://doi.org/10.1177/0091450918773105

Title: Gendered Citizen Constructs in Beer Commercials as a Metatext of Alcohol Control Policies
Author: Hellman, Carin Matilda Emelie; Katainen, Anu Hannele; Seppänen, Janne
Contributor: University of Helsinki, Academic Disciplines of the Faculty of Social Sciences
University of Helsinki, Academic Disciplines of the Faculty of Social Sciences
Date: 2018-05-04
Language: eng
Number of pages: 14
Belongs to series: Contemporary drug problems
ISSN: 0091-4509
URI: http://hdl.handle.net/10138/309251
Abstract: This study examines gender constructs in advertising in European beer commercials (N = 59). It employs a lens of “citizenship” for discerning techniques by which male and female realms are portrayed as nonrelated, competing, and of unequal worth. This lens provides an explanation for why the connotations are problematic from a public health perspective. The citizenship-related tensions that the commercials entailed concerned taking the lead versus being governed, being free versus being controlled, being seen as a threat versus being welcomed as a friend, and being worthy of solidarity versus being excluded from group bonding. The article argues that these tensions not only involve the ethical issue of encouraging the consumption of potentially harmful substances (alcohol) and reproducing repellent gender stereotypes. The controlling, moralizing, and dull female characters are construed as infringing on the knowledgeable, skillful, and free alcohol-consuming male citizens. Gender thus unfolds as a crucial dimension in the mediation of commercial views on the relationship between the consumer and the state in alcohol policy.
Subject: 5141 Sociology
alcohol
alcohol advertising
gender
citizenship
consumers
5142 Social policy
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