Beyond the grill: Exploring the cultural construction of meat-eating manhood through media
Although an over-consumption of meat relates to health- and sustainability problems, many people, men in particular, eat more meat than recommended. An underlying cause of men’s overconsumption of meat may be the widespread belief that “real men eat meat”. This belief fits normative, patriarchal views on masculinity, but does not fit newer, more inclusive forms of masculinity. Newer forms of masculinity are gaining momentum, and at the same time, meatless diets also seem to be on the rise. The general scope of this project is to study potential connections between (not) eating meat and beliefs about masculinity. In concrete terms, we will study: (1) the representation of meat and masculinities in TV food advertising; (2) the roles of media images in the construction of the individual male identity; (3) the online production of the meat-eating male identity; and (4) the ‘sense of belonging’ of the meat-eating men through online communities. A quantitative and qualitative content analysis was used to study TV advertising about meat and masculinities (1). In-depth interviews will be used to study the role of media content in the construction of the male identity and in men’s choice to eat or not to eat meat (2). For study 3 and 4, we conduct a digital ethnography on social media posts and online communities to get an insight in how meat-eating men represent themselves and how men create a ‘sense of belonging’ in online meat-eating communities.
This project aims to gain a better understanding of the cultural connections between eating meat and beliefs about masculinities. Moreover, the outcomes may offer timely and necessary solutions to assist avid male eaters to reduce their meat intake.
Elina Vrijsen obtained a Master in Social and Cultural Anthropology at the Catholic University of Leuven in 2019. She is currently pursuing a joint Ph.D. between the University of Antwerp (UAntwerpen) and Ghent University (UGent). She is a member of the research groups MIOS (UAntwerpen), CIMS (UGent), and an associate member of AMSoC (UAntwerpen).
Elina is supervised by prof. dr. Charlotte De Backer (University of Antwerp), prof. dr. Alexander Dhoest (University of Antwerp), and prof. dr. Sofie Van Bauwel (Ghent University). This research is funded by FWO as a Senior Research Project Fundamental Research (GO11221N), 2021-2025.
Men grilling meat, women dressing a salad: Representations of meat and masculinities in food advertising - Forthcoming 2025
Vrijsen, E., Dhoest, A., Van Bauwel, S., De Backer, C. (forthcoming 2025) “Men grilling meat, women dressing a salad: Representations of meat and masculinities in food advertising” in: Tsaliki, L. Constructions of Gender and Sexuality in Popular Culture: Feminine, Masculine, and Non-Binary Identities. Palgrave Macmillan: London
Abstract
The association between meat and masculinity is a historically and culturally constructed relationship, pervasive in Western culture through various forms of popular culture (Mycek, 2018) , such as advertisements (Nath, 2011; Rogers, 2008; Salmen & Dhont, 2019) . This chapter investigates how Flemish media represent masculinities and meat in TV food advertisements, especially in advertising for meat and plant-based alternatives. By analysing the advertisements, we try to gain a better understanding of the way advertising may contribute to the construction of meat as a symbol of masculinity. We conducted a quantitative and qualitative content analysis of 105 TV food advertisements aired on Flemish TV in the period 2017-2021. As a result, we have identified three representation techniques that are used in the representation of men and masculinities in TV food advertising. The first technique, which we called duplication, consists of near-identical advertisements for both meat- and plant-based products. In this case, we cannot make associations between the gender of characters and the depicted food group. The second technique, magnification, often concerns advertisements in the genre of animation and has as a core feature the magnification of gender markers. The last technique, confirmation, represents masculinity in a way that confirms normative masculinity by using stereotypical images and discourses. What is remarkable about this technique is that, instead of breaking the association between normative masculinity and meat consumption, it uses this association to sell meat substitutes as a masculine product.
Keywords: Masculinities, Gender, Meat, Flanders, Advertisements, Representation
Sizzling steaks and manly molds: Exploring the meanings of meat and masculinities in young men's lives (Appetite, 2024)
Vrijsen, E., Van Bauwel, S., Dhoest, A., & De Backer, C. (2024). Sizzling steaks and manly molds: Exploring the meanings of meat and masculinities in young men’s lives. Appetite, 107754. https://doi.org/https://doi.org/10.1016/j.appet.2024.107754
Abstract
Eating (red) meat and masculinity are historically and culturally associated, leading to the stereotype “real men eat meat” in western societies. Existing literature primarily examines men’ motivations, justifications, and attitudes toward meat consumption; however, there is limited understanding of the themes that emerging adult men associate with their meat consumption and how these themes relate to their masculine identity. This study employed semi-structured interviews with thirty men aged 18 to 29, living in Flanders, Belgium. Through inductive analysis, we identified five meat themes (i.e. the topics men talk about when discussing their meat-eating behavior): “traditional cuisine”, “doing meat”, “fitness”, “taste”, and “meat ethics”. Subsequently, these themes were deductively connected to the frameworks of Wong and Wang's (2022) model of masculinities and Piazza et al.’s (2015) 4N scale of meat justification to gain insight into the link between masculine identities and meat consumption. Finally, we formulated five “masculine meat identities”: “normative”, “performative”, “embodied”, “hedonistic” and “ethical” meat masculinities. Each identity reflects how men utilize meat, particularly red meat, for communicating and reinforcing their masculine identity, while also serving as a medium for expressing personal and social identities. This research contributes to a deeper understanding of how food, especially meat, operates as a means of communicating gender, bridging the disciplines of food and masculinities studies. Moreover, insights obtained from these masculine meat identities provide implications for public health, marketing, and policy. By tailoring strategies that resonate with diverse masculine identities, stakeholders can better align their initiatives with global health and sustainable objectives.
Keywords: Masculinities, Meat, Masculine meat identities, Flanders, Thematic analysis, In-depth interviews
From grill to gram: Cultural representations of meat and masculinities on Instagram - Drafting
(Drafting)
Planting seeds of change: Unpacking 'Contesting anthropocentric masculinities through veganism' - Forthcoming 2025
Forthcoming 2025 - Bookreview Tijdschrift voor Genderstudies
Sausage Fest: Online male bonding through meat eating practices - Work in progress
(work in progress)
The masculine myth of meat: How cultural scripts associate meat with masculinity - forthcoming 2026
(forthcoming 2026)