Abstract

SAMAR, Roberto  and  CANTARINI, Javier. The narratives of beer advertisements and its relation to the construction of hegemonic masculinity. Aljaba [online]. 2020, vol.24, n.1, pp.51-60. ISSN 1669-5704.

We seek to analyze whether media discourses continue to be associated with hegemonic masculinity knowing that there are new male and female identities.

Also, we will try to detect the gender roles and stereotypes that are reinforced from advertising considering that the media are socializing agents. It is expected to detect if androcentric, heteronormative and classist looks are reproduced.

Finally, continuities and changes in the stories around the concept of symbolic violence will be analyzed. And the association of alcohol consumption with the idea of happiness, conquest, brotherhood, the relation with sport, and its consequences will be problematized.

Keywords : Masculinities; gender; advertising; symbolic violence; problematic consumption; alcoholic beverages.

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