To the top

Page Manager: Webmaster
Last update: 9/11/2012 3:13 PM

Tell a friend about this page
Print version

A new South African man? … - University of Gothenburg, Sweden Till startsida
To content Read more about how we use cookies on

A new South African man? Beer, masculinity and social change

Chapter in book
Authors Tommaso M. Milani
Mooniq Shaikjee
Published in Gender and Language in Sub-Saharan Africa: Tradition, Struggle and Change
Pages 131-148
ISBN 9789027218742
Publisher John Benjamins
Place of publication Amsterdam
Publication year 2013
Published at
Pages 131-148
Language en
Subject categories General Language Studies and Linguistics, Media and Communications, Gender Studies


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.

Page Manager: Webmaster|Last update: 9/11/2012

The University of Gothenburg uses cookies to provide you with the best possible user experience. By continuing on this website, you approve of our use of cookies.  What are cookies?