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The construction of femininity, race and sexuality in alcohol advertisements in South African and American women's magazines

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dc.date.accessioned 2013-11-21 en
dc.date.accessioned 2020-02-19T19:47:38Z
dc.date.available 2020-02-19T19:47:38Z
dc.date.issued 2015-08-25 en
dc.identifier.uri http://hdl.handle.net/20.500.11910/2758
dc.description.abstract In our consumption-and-media-orient society, alcohol advertisements in contemporary women's magazines become ripe for analysis. The text in women's magazines often have influence as agents of socialization, regularizing and giving preferentiality to specific types of meaning about femininity, sexuality and race. So, it comes as no surprise when African feminists like Mama claim that the impact of globalisation on women's cultural practices have become normalised. The main research question is how femininity, race and sexuality are constructed in women's magazines through alcohol advertising in South African and American women's magazines. The characteristics of the adverts, in other words, the presence of human models, celebrities and sexuality, were examined using textual analysis. The findings indicate that the alcohol industry uses anti-feminist societal communication in women's magazines which could lead to new onsets of alcohol use and perpetuate current drinking patterns including stereotypes of what it means to be a woman. en
dc.format.medium Print en
dc.subject GENDER en
dc.subject IDENTITY en
dc.subject RACIAL SEGREGATION en
dc.subject MAGAZINES en
dc.subject WOMEN en
dc.subject ADOLESCENT BOYS en
dc.subject ADVERTISING INDUSTRY en
dc.title The construction of femininity, race and sexuality in alcohol advertisements in South African and American women's magazines en
dc.type Journal Article en
dc.description.version Y en
dc.Volume 11(2) en
dc.BudgetYear 2013/14 en
dc.ResearchGroup Population Health, Health Systems and Innovation en
dc.SourceTitle Gender and Behaviour en
dc.ArchiveNumber 7956 en
dc.PageNumber 5788-5803 en
dc.outputnumber 6602 en
dc.bibliographictitle Jacobs, L. & Tyree, T. (2013) The construction of femininity, race and sexuality in alcohol advertisements in South African and American women's magazines. <i>Gender and Behaviour</i>. 11(2):5788-5803. en
dc.publicationyear 2013 en
dc.contributor.author1 Jacobs, L. en
dc.contributor.author2 Tyree, T. en


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