Feel the suspense! masculine positions and emotional interpellations in swedish sports betting commercials

Gambling advertising is often permeated by stereotypical portrayals of gender, including those male gamblers as tough and successful. Simultaneously, representations men in other has become increasingly diverse, emotional sexualized, heroic muscular portrayals. This article uses both these bodies research to discuss Swedish sports betting commercials from 2019–2020. It shows that different draw on diametrically formulations the game, emphasizing skill luck, rationality emotion respectively, which conceptualized different, gendered interpellations. These include production or stoic masculine viewer positions, well portrayal evoking emotions, point psychic dimension neo-liberal, consumerist culture, strives incorporate exploit ever more aspects personal. The furthers theorizing emotions contributes gambling problematizing ideas about adds studies contemporary culture with discussions emotionality, rationality, homosociality, masculinized interpellations kinds.