Part of
Gender and Language in Sub-Saharan Africa: Tradition, struggle and changeEdited by Lilian Lem Atanga, Sibonile Edith Ellece, Lia Litosseliti and Jane Sunderland
[IMPACT: Studies in Language, Culture and Society 33] 2013
► pp. 131–148
Edited by Lilian Lem Atanga, Sibonile Edith Ellece, Lia Litosseliti and Jane Sunderland
[IMPACT: Studies in Language, Culture and Society 33] 2013
► pp. 131–148
Chapter 6. A new South African man?
Beer, masculinity and social change
In recent years, the ‘New Man’ has gained considerable momentum as a model of masculinity in South African
advertising. It is with a view to better understanding what this cultural idea of the ‘New Man’ looks like that we analyse a television advertisement for a popular South African beer, Carling Black Label. Drawing upon critical multimodal discourse analysis, we show how the “new” man is not about masculinity alone, but is a multilayered discursive construction in which gender criss-crosses with social class, (hetero)sexuality, race and age. We also argue that the development of the “new” man is nothing but another manifestation of the ways in which modern power operates in a context of socio-economic change.
Cited by
Cited by 6 other publications
Alim, H. Samy, Jooyoung Lee, Lauren Mason Carris & Quentin E. Williams
2020. Language, Race, and the (Trans)Formation of Cisheteropatriarchy. In The Oxford Handbook of Language and Race, ► pp. 291 ff. 
Diabah, Grace
2019. The representation of women in Ghanaian radio commercials: Sustaining or challenging gender stereotypes?. Language in Society 48:2 ► pp. 261 ff.
Edwards, Megan & Tommaso M. Milani
2014. The everyday life of sexual politics: A feminist critical discourse analysis of herbalist pamphlets in Johannesburg. Southern African Linguistics and Applied Language Studies 32:4 ► pp. 461 ff.
Levon, Erez, Tommaso M. Milani & E. Dimitris Kitis
2017. The topography of masculine normativities in South Africa. Critical Discourse Studies 14:5 ► pp. 514 ff.
Milani, Tommaso M.
Milani, Tommaso M.
2018. Is the Rectum a Gold Mine? Queer Theory, Consumer Masculinities, and Capital Pleasures. In Queering Masculinities in Language and Culture, ► pp. 19 ff.
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