Constructing hyper masculinity in Ghanaian alcoholic beverage television advertisements

Abstract

This study examines the construct of masculinity and hyper-masculinity in television advertisements of alcoholic beverages in Ghana. Data was purposively sampled from twelve selected adverts. Voice-overs, images, soundtracks and body movements, of the characters in the adverts were thematically analysed using Cornell‟s theory of masculinity and the hyper-masculinity Inventory (HMI). The thematic categories in the aggregated scenes of the television advertisements are presented using descriptive statistics in order to appreciate the categories that were given the greatest concentration. The findings revealed that the selected adverts on alcoholic beverages constructed masculinity along the lines of amatory, camaraderie, heroism and aggression. It was observed that advertisers recurrently constructed masculinity along the lines of sexual vitality. This accounts for why the theme of amatory ranks first with 45% on the list of cumulative percentage distribution. The findings also revealed that hyper-masculinity components such as calloused and insensitive attitudes towards women and sex; violence as manly; and danger as exciting; were embedded in the selected adverts. The study also revealed that media texts are used to highlight sexual interaction between men and women as a source of male dominance and women‟s subservience. The results of the study further support the conclusion that amatory is predominantly depicted in adverts of Ghanaian local alcoholic brands to attract sales since consumers are hardwired to notice sexually relevant information and also because sexual vigour is regarded as a desirable attribute of men in the Ghanaian socio-cultural context. The study recommends that advertisers find alternative ways of communicating and making alcoholic brands more desirable to larger audiences than the overreliance on sexual dominance, aggression and other hyper-masculine exemplifications which govern stereotypical behaviours among men in society.