Feeding masculine norms: Representations of (non-) meat and masculinities in food advertising

The association between meat and masculinity is a historically and culturally constructed relationship, prevalent in western cultures through various forms of media and popular culture, including advertisements. This study examines how Flemish TV food advertisements represent masculinities in relation to both meat and non-meat alternatives, shedding light on how advertising contributes to the construction of meat as a symbol of masculinity. Through a quantitative and qualitative content analysis of 105 advertisements, we identified three key representation techniques. The first, duplication, features near-identical advertisements for meat and meat substitutes, showing no clear gender distinctions. The second, magnification, exaggerates gender markers, often through animated portrayals, reinforcing stereotypical masculinity. The third, confirmation, maintains normative masculinity by applying stereotypically masculine imagery to both meat and plant-based products. Notably, the latter technique uses traditional associations between masculinity and meat consumption to market plant-based alternatives as masculine, appealing to male consumers without challenging dominant gender norms. These findings highlight how advertising adapts to market trends while preserving cultural values, reinforcing normative masculinity even when promoting sustainable consumption. This study contributes to debates on masculinities, (non-) meat consumption, and consumer culture, emphasizing the need for more inclusive representations of masculinity in food advertising.