Fuelling masculinity: how ads for plant-based burgers and electric trucks reinforce gender norms and resist sustainable imaginaries.
The historical and cultural significance of eating meat (particularly beef) and driving (especially trucks) are both deeply intertwined with American masculinity and identity. This paper explores how contemporary advertisements for plant-based burgers, like the Impossible Whopper, and electric truck...
| Publicado en: | Cultural Studies Vol. 40; no. 2; pp. 244 - 267 |
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| Formato: | Artículo |
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Taylor & Francis Ltd
Mar2026
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=191614155&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 191614155 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 09502386 05G jtl: Cultural Studies issn: 09502386 maglogo: N pubinfo: dt: Mar2026 vid: 40 iid: 2 pid: 377 pub: Taylor & Francis Ltd artinfo: ui: 191614155 10.1080/09502386.2025.2538526 ppf: 244 ppct: 23 formats: fmt: – @attributes: type: T – @attributes: type: P size: 448KB tig: atl: Fuelling masculinity: how ads for plant-based burgers and electric trucks reinforce gender norms and resist sustainable imaginaries. aug: au: Contois, Emily J.H. su: Masculinity Food advertising Veggie burgers Electric trucks Gender Sustainability sug: subj: Masculinity Food advertising Veggie burgers Electric trucks Gender Sustainability keyword: Advertising consumerism masculinity meat sustainability trucks ab: The historical and cultural significance of eating meat (particularly beef) and driving (especially trucks) are both deeply intertwined with American masculinity and identity. This paper explores how contemporary advertisements for plant-based burgers, like the Impossible Whopper, and electric trucks, such as the Ford F-150 Lightning, reinforce hegemonic masculinity while promoting alternatives to traditional meat and fossil fuel consumption. Despite the pressing climate crisis and an increasing focus on sustainability, these ads typically emphasize rugged masculinity, with minimal acknowledgment of environmental issues. They present these products as extensions of established masculine norms, highlighting the complex relationship between consumer culture, gender, and sustainability in American society. This paper proposes advertising as a potentially powerful cultural space for imagining and representing sustainable futures, even as it documents how Impossible Foods and Ford failed to do so. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Cultural Studies is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Cultural Studies holder: Taylor & Francis Ltd dt: @attributes: year: 2026 holdings: @attributes: islocal: N |
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