Prime Beef Cuts: Culinary Images For Thinking Men


The paper discusses masculinity as a socially constructed gender (Bristor & Fischer, 1993), examining images to ‘think gender’ or ‘do gender’. Specifically, it explores the narrative content of representations of masculinity as choreographed within a series of photographic print images that seek to position the market appeal of a contemporary lifestyle cookery book. In this way we set out to render more concrete discussions of the transformative potential of images of gender relations. We consider how images of men ‘doing masculinity’ in gendered spaces are not only channeled into reproducing existing gender hierarchy and compulsory heterosexuality in the service of commercial ends, but also, simultaneously, into disrupting such enduring stereotyping through inciting subtle reframing.


Douglas Brownlie and Paul Hewer (2006) ,"Prime Beef Cuts: Culinary Images For Thinking Men", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 13.


Douglas Brownlie, University of Stirling
Paul Hewer, University of Stirling


GCB - Gender and Consumer Behavior Volume 8 | 2006

Share Proceeding

Featured papers

See More


Born to Shop? A Genetic Component of Deal Proneness

Robert M Schindler, Rutgers University, USA
Vishal Lala, Pace University
Jeanette Taylor, Florida State University

Read More


The psychological impact of annuities: Can pension payout choice influence health behavior?

Anja Schanbacher, London Business School, UK
David Faro, London Business School, UK
Simona Botti, London Business School, UK
Shlomo Benartzi, University of California Los Angeles, USA

Read More


When People Stop Being Nice and Start Getting “Real”: Use of Identity Labels for Stigmatized Groups

Esther Uduehi, University of Pennsylvania, USA
Americus Reed, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.