mandom and mantrol, nz hegemonic masculinity and the road toll

November 11, 2010 § Leave a comment

Discourses of masculinity are being deployed in a new NZ ad to curb our habits of speeding.

Since male drivers under the age of thirty are the likeliest to speed, these ads try to delink dangerous driving from discourses of masculinity in this country

Hunting, cricket and controlling the barbecue are all part of being a manly man – and so is driving slowly … the ad … shows a man wanding through rooms of activings in “mandom” – including hunting, fencing, barbecuing, cricket, a barbershop and skateboarding – before coming to a room with a crashed car.

Dominion Post, November 11, 2010, A7.

You can view the ad here for a while.

The ad uses the term mantrol  a nice blend, man + control. Googling this to see whether this actually is a new neologism, I suspected that it would not be, I discovered it was the name of a sexual performance supplement ….

 

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