Click the star to add/remove an item to/from your individual schedule.
You need to be logged in to avail of this functionality.
Log in
Accepted Paper:
Pan-Africanism through the Beer Glass: Michael Power and the Guinness Masculinity
Jonathan Roberts
(Mount Saint Vincent University)
Paper long abstract:
In 2000, Guinness initiated a new era in beer marketing in Africa, launching a promotional campaign that drew on Pan-African themes of racial identity, primordial attachments to the land, and beliefs in male potency and virility. This paper will focus on how the campaign connected dark beer to a racialised form of masculinity, epitomized by a character called Michael Power, the action hero of a series of television ads and a feature film produced by Guinness. The presentation will include a montage of video segments from the Guinness campaign.
Panel
G5
'Marketing Liquor in Africa'
Session 1