TY  - JOUR
PY  - 2005//
TI  - Fight!! Ippatsu!!: "Genki" Energy Drinks and the Marketing of Masculine Ideology in Japan
JO  - Men and masculinities
A1  - Roberson, J.
SP  - 365
EP  - 384
VL  - 7
IS  - 4
N2  - This article focuses on the marketing of "genki" energy health drinks to consider the role of media representations in the every day construction of ideologies of masculinity in contemporary Japan. It is shown that advertisements for these drinks have employed two dominant sets of images of Japanese men and masculinity, portraying either work- and company-based needs for energy and mental acuity or the (masculine) physical strength needed to compete successfully, overcome obstacles, or defeat foes. It is argued that such advertisements have participated in the representational circumscription of the visual codes of masculinity in contemporary Japan, and through this representational regime have reflected and reproduced a dominant gender ideology that sanctions a powerful, corporatist, middle-class masculinity.<p />
LA  - 
SN  - 1097-184X
UR  - http://dx.doi.org/10.1177/1097184X03261260
ID  - ref1
ER  -