What question did this study set out to answer?

To examine how television food advertisements portray masculinities in relation to meat and non-meat alternatives, and how marketing reinforces meat as a cultural symbol of manhood.

June 28, 2025Journal of Consumer Culture

Feeding masculine norms: Representations of (non-) meat and masculinities in food advertising

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To examine how television food advertisements portray masculinities in relation to meat and non-meat alternatives, and how marketing reinforces meat as a cultural symbol of manhood.
Quantitative and qualitative content analysis of television food advertisements (N=105) broadcast in Flanders.
Identified three distinct advertising representation techniques: duplication (near-identical depictions with no gender distinction), magnification (exaggerated stereotypical gender markers), and confirmation (applying traditional masculine framing to both meat and plant products).
Demonstrated that confirmation marketing leverages traditional associations between meat and manhood to pitch plant-based alternatives to male consumers without challenging dominant gender norms.

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Implication

Content analysis reveals persistence of traditional masculinity in food advertisements for meat and meat alternatives, indicating marketing preserves gender norms while promoting sustainability.

Cite This Study

Vrijsen et al. (2025) studied this question.

synapsesocial.com/papers/69ec395725688314de8fe519 https://doi.org/10.1177/14695405251356545

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Implication

Content analysis reveals persistence of traditional masculinity in food advertisements for meat and meat alternatives, indicating marketing preserves gender norms while promoting sustainability.

Feeding masculine norms: Representations of (non-) meat and masculinities in food advertising

Key Points

Discussion

Implication

Cite This Study

Feeding masculine norms: Representations of (non-) meat and masculinities in food advertising

Key Points

Discussion

Implication

Cite This Study

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