Framing Meat & Masculinities - Jet De Ligny

Abstract

The idea that ‘real’ men need meat because it contributes to strength, power and virility is deeply ingrained in Western cultures, including the Dutch. This dominant view can be seen as an element that is inextricably linked to the model of hegemonic masculinity. It perpetuates power relations, which are harmful to humans, the environment and animals. Given the fact that meat consumption among Dutch men is still high, this thesis critically examines the extent to which Dutch television advertisements for meat products reflect the image of meat as a symbol of hegemonic masculinity. Through a juxtaposition with advertisements for plant-based meat analogues, it becomes clear how the current dominant representation in meat advertisements paints an image of meat that is associated with masculinity, male dominance and power relations. This thesis contributes to the existing field of research on gendered food by focusing on the framing of meat consumption through the lens of television texts. More research on food advertisements and their relation to hegemonic representations of food is recommended, as well as that criticism of and action against the provocative role of advertising – both in the academic and regulatory field – in the construction and maintenance of gender inequality also pays attention to gender stereotyped representation in the context of food promotion.