2014
DOI: 10.1177/1536504214545762
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Meat Masculinity

Abstract: Scholar Ricardo G. Costa Filho explores Brazilian meat brand Friboi’s recent advertising campaign, and finds an intricate connection between hygiene, masculinity, and animal protein consumption.

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Cited by 3 publications
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“…Little dog, his boyfriend, further says: "Trevor who, wild as he was, wouldn't eat veal, wouldn't eat the children of cows" (Vuong, 2019, p. 216). Hence, meat itself becomes the metaphorical symbol of manhood (Rozin et al, 2012) culture (Ricardo, 2014). This type of complex attitude shown by towards food indicates that he is struggling extremely hard to prove himself as a man by miserably quitting veal and McDonald's so that he could be labeled as "heterosexual masculine male" by the society.…”
Section: It Is Evident From His Actions and Appearance Thatmentioning
confidence: 99%
“…Little dog, his boyfriend, further says: "Trevor who, wild as he was, wouldn't eat veal, wouldn't eat the children of cows" (Vuong, 2019, p. 216). Hence, meat itself becomes the metaphorical symbol of manhood (Rozin et al, 2012) culture (Ricardo, 2014). This type of complex attitude shown by towards food indicates that he is struggling extremely hard to prove himself as a man by miserably quitting veal and McDonald's so that he could be labeled as "heterosexual masculine male" by the society.…”
Section: It Is Evident From His Actions and Appearance Thatmentioning
confidence: 99%
“…A motivação pode ser descrita como o processo de estimular um indivíduo a tomar ações onde o levarão ao preenchimento de uma necessidade ou à realização de uma meta desejada. (MONTANA; CHARNOV, 2001) "Serve como um propulsor de determinados comportamentos humanos, seja ele pessoal ou profissional" (GOMES FILHO;STEFANO, 2003, p. 130).…”
Section: Motivaçãounclassified