Men excited over Heineken; women excited over shoes, clothes, jewelry.
=> women WANT those things; men WANT Heineken
=> Why don't women get excited over Heineken too?
=> Heineken sells to a particular audience (ESPN, etc.) & it might make Heineken less appealing if both men & women get excited over it
=> WHY?? What does this say about the "gendering" of certain things or activities (esp. beer) in American society? Why is Heineken every man's dream?
--> gender roles in relation to masculinity/femininity established
--> associations have been made throughout the past that masculinity=men (any femininity & one's manhood is questioned) & femininity=women (any masculinity, since the feminist movement, is celebrated)
--> therefore, less masculine=less of a man & less feminine=okay
WHY IS IT "OKAY" FOR A WOMAN TO BE MASCULINE/LESS FEMININE, BUT NOT FOR A MAN TO BE FEMININE/LESS MASCULINE? WHY IS MASCULINITY SO INTERTWINED WITH "BEING A MAN?" DOES ONE HAVE TO BE MASCULINE TO BE A MAN?
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