Examining the Prevalence of Hegemonic Masculine Traits (HTMs) in Alcohol Video Advertisements: A Content Analysis of Ghanaian Manufactured Beer and Bitters

Abstract

Drawing on the Hegemonic Masculinity Theory, a culturally idealized form of masculinity that legitimizes men’s dominant position over women and other marginalized men, this quantitative content analysis investigates the prevalence of hegemonic masculine traits (HMTs) in 182 Ghanaian-manufactured beer and bitters video ads sourced from YouTube and Facebook. It also investigates the association between the HMTs and the type of alcohol. Findings reveal that bonding, dominance, sexuality, successfulness, and aggressiveness are common HMTs in alcohol advertisements. Significant associations exist between bonding and aggressiveness with beer and sexuality with bitters. The study sheds light on how these ads reinforce gender norms and male dominance, especially over women. Implications include ethical concerns for advertisers, regulatory considerations, and insights for businesses entering the Ghanaian alcohol market. Limitations involve the study’s focus on video ads and call for future research on consumer perceptions and behaviors.