This study critically examines the construct of hypermasculinity in television advertisements for alcoholic beverages in Ghana. Through purposive sampling, twelve prominent advertisements were selected for analysis. The advertisements' voice-overs, images, soundtracks, and body movements were thematically analysed using the Hypermasculinity Inventory (HMI). Descriptive statistics were employed to elucidate the thematic categories most prominently featured in these advertisements.
The findings indicate that hypermasculinity elements, such as callous and insensitive attitudes towards women and sex, the portrayal of violence as a masculine trait, and the depiction of danger as thrilling, are pervasive in these advertisements. The study further reveals that these media texts frequently highlight sexual interactions as a means of asserting male dominance and female subservience. These portrayals reinforce hypermasculine beliefs and attitudes, particularly the notion that insensitivity towards women and sex is a desirable male attribute, in order to enhance the appeal of Ghanaian alcoholic brands amongst men. This trend is underscored by a socio-cultural context in Ghana where sexual vigour is highly valued.
The study concludes that while such advertising strategies may boost sales by leveraging consumers' predisposition to notice sexually relevant content, they also perpetuate harmful stereotypes and behaviours. Therefore, it recommends that advertisers explore alternative approaches to marketing alcoholic beverages that do not rely on hypermasculine themes, thereby promoting more inclusive and socially responsible advertising practices.

Authors:
Evans Akesse-Brempong, Pentecost University, Ghana

About the Presenter(s)
Evans Akesse-Brempong is a Lecturer at the Department of Communication and Media, Pentecost University, Ghana

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