Constructions of masculinity in alcohol advertising: Implications for the prevention of domestic violence

Alcohol advertisements are a potentially potent site for the representations of masculinity and gender relations given alcohol’s role as a rite of passage for young men in Western cultures. Concerns about violence against women draw attention to the representations of masculinity that alcohol advertisements privilege and that may have important implications for gender relationships. Traditional masculinities have been associated with domestic violence particularly those that privilege men’s dominance, entitlement and control of women. Egalitarian heterosexual relationships or intimacy, which involve compassion, equality and consensual decision-making, protect against domestic violence. In this article, we investigate the literature on alcohol advertising to determine the constructions of masculinity that are portrayed in advertisements particularly those targeting young men. We identify those constructions of masculinity and gender relations that are problematic for healthy, egalitarian, intimate heterosexual relationships and that are therefore problematic for the prevention of domestic violence.