"Wave tofu bye-bye!"

 

Here is a TV commercial that vividly illustrates how the consumption of red meat is articulated as reclaiming "authentic" masculinity and the privileges that are associated with it. As you watch it, try to catch as many of the coded pro-man/meat anti-veggie/feminism messages as you can. The producers covered a lot of ground! Post what you found the most impressive, over the top, or outstanding in the discussion section.

Professor Richard Rogers of Northern Arizona University's School of Communication has deconstructed the themes contained in this commercial in great detail. Let me know if you would like to know more...

Beasts, Burgers, and Hummers: Meat and the Crisis of Masculinity in Contemporary Television Advertisements, Richard A. Rogers, Environmental Communication, Vol. 2, Iss. 3, 2008 (281-301)

Abstract

This paper examines three recent television advertisements that symbolically link meat not only with masculinity, but specifically with the “crisis in masculinity.” Using an ecofeminist lens, I engage in an intersectional analysis of these advertisements to demonstrate how they articulate the eating of meat with primitive masculinities as a response to perceived threats to hegemonic masculinity. These advertisements demonstrate that scholars interested in the status of masculinity must pay attention to the “threats” to masculinity posed by environmental and animal rights movements, and that scholars interested in environmental movements must pay attention to the role of masculinity in resisting moves toward sustainability. This analysis demonstrates the utility of ecofeminism in understanding the relationship between hegemonic masculinity and environmentalism while also pointing to the need for ecofeminism to continue to explore the implications of intersectionality for ecofeminist theory and criticism.