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...

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Bibliographic Details

Published in:	Cultural Studies Vol. 40; no. 2; pp. 244 - 267
Main Author:	Contois, Emily J.H.
Format:	Article
Published:	Taylor & Francis Ltd Mar2026
Subjects:	Masculinity Food advertising Veggie burgers Electric trucks Gender Sustainability
Online Access:	View this record in EBSCOhost