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Raising a Monster Army: Energy Drinks, Masculinity, and Militarized Consumption

2010, Master of Arts (MA), Bowling Green State University, American Culture Studies/Popular Culture.
In this project, I seek to explore the ways in which contemporary aspects of militarism and capitalism are expressed and exploited by energy drink manufacturers as part of their efforts to attract young men to buy their products and identify with their brand. Numerous larger and ongoing social, economic, and political shifts are at work here, and I find that examining the visual and textual rhetoric of energy drinks can help us identify how consumer culture reflects as well as perpetuates these forces. I draw from a variety of disciplines, sources, and sites in my efforts, which will ultimately serve to help explicate the content of energy drink advertisements, packaging, web projects, and the self-styled online identities of their consumers. The widespread adoption of masculine-centric rhetoric by nearly all the purveyors of energy beverages, as well as their ever-growing popularity, prompt me to wonder why these messages seem to be so appealing and effective and what that might tell us about masculine gender identity in a post-9/11 era.
Radhika Gajjala, PhD (Advisor)
Stephen Ortiz, PhD (Committee Member)
113 p.

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Chesnut, L. (2010). Raising a Monster Army: Energy Drinks, Masculinity, and Militarized Consumption. (Electronic Thesis or Dissertation). Retrieved from https://etd.ohiolink.edu/

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Chesnut, Lauren. "Raising a Monster Army: Energy Drinks, Masculinity, and Militarized Consumption." Electronic Thesis or Dissertation. Bowling Green State University, 2010. OhioLINK Electronic Theses and Dissertations Center. 16 Dec 2017.

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Chesnut, Lauren "Raising a Monster Army: Energy Drinks, Masculinity, and Militarized Consumption." Electronic Thesis or Dissertation. Bowling Green State University, 2010. https://etd.ohiolink.edu/

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