August 11, 2025Open Access

Alcohol advertising and hegemonic masculinities in Ghana: a Public Relations perspective

YOYulmar Montoya OrtegaUniversitat Autònoma de Barcelona

Key Points

Linking alcohol advertising to hegemonic masculinity reinforces masculine stereotypes prevalent in Ghana, especially among young men.
The analysis of 182 advertisements showed how visual messaging directly impacts male identity formation and cultural perceptions.
Utilizing Taylor's messaging strategies and Connell's theory, the study uncovers aspects of friendship and dominance inherent in advertisements.
The findings call for a deeper understanding of graphic communication in non-Western contexts, emphasizing ethical considerations.

Abstract

Henry Kojo Bonsu-Owu's doctoral thesis, which analyses 182 beer and bitters advertisements in Ghana, combines Taylor's messaging strategies with Connell's theory of hegemonic masculinity. He examines how advertising links characteristic elements of friendship, dominance and sexuality with the implication of different types of beverages, which reinforce masculine stereotypes. It invites us to reflect deeply on visual messages and their impact on male identity. From a Public Relations perspective, it highlights the non-Western approach and its ethical call to rethink the role of graphic communication.

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