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

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dc.contributor University of Helsinki, Academic Disciplines of the Faculty of Social Sciences en
dc.contributor University of Helsinki, Academic Disciplines of the Faculty of Social Sciences en
dc.contributor.author Hellman, Carin Matilda Emelie
dc.contributor.author Katainen, Anu Hannele
dc.contributor.author Seppänen, Janne
dc.date.accessioned 2020-01-10T12:45:01Z
dc.date.available 2020-01-10T12:45:01Z
dc.date.issued 2018-05-04
dc.identifier.citation 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 en
dc.identifier.issn 0091-4509
dc.identifier.other PURE: 103035016
dc.identifier.other PURE UUID: 91dcd71c-aeee-4665-b7cd-17c86790d631
dc.identifier.other Scopus: 85046682065
dc.identifier.other ORCID: /0000-0001-8884-8601/work/68617998
dc.identifier.uri http://hdl.handle.net/10138/309251
dc.description.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. en
dc.format.extent 14
dc.language.iso eng
dc.relation.ispartof Contemporary drug problems
dc.rights en
dc.subject 5141 Sociology en
dc.subject alcohol en
dc.subject alcohol advertising en
dc.subject gender en
dc.subject citizenship en
dc.subject consumers en
dc.subject 5142 Social policy en
dc.title Gendered Citizen Constructs in Beer Commercials as a Metatext of Alcohol Control Policies en
dc.type Article
dc.identifier.doi https://doi.org/10.1177/0091450918773105
dc.type.uri info:eu-repo/semantics/other
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