Ghanaian musician and lecturer Akesse Brempong recently presented a thought-provoking paper titled ‘Macho Adverts: Constructing Hyper-masculinity in Ghanaian Alcoholic Beverage Advertisements’ at the IAFOR MediAsia Conference in Kyoto, Japan.
This talented individual, known for both his musical prowess and academic expertise, delved into the cultural implications of advertising in his research.
Brempong’s study focused on how alcohol advertisements in Ghana often portray hyper-masculine themes, depicting men as powerful, thrill-seeking, and sexually dominant to appeal to male audiences.
By utilizing tools like the Hypermasculinity Inventory (HMI) and thematic analysis, he shed light on how these narratives may inadvertently reinforce societal norms. Brempong advocated for more inclusive advertising that celebrates a broader spectrum of masculinity.
His presentation at the conference, which aimed to encourage interdisciplinary dialogue, highlighted the intersection between media, culture, and gender norms in Ghanaian society.
With a unique perspective as both a lecturer and a musician, Brempong provided valuable insights into how media influences cultural ideals.
