Macho Adverts: PU’s Akesse Brempong Speaks at MediAsia Conference in Japan

Akesse Brempong, a budding scholar and lecturer in the Pentecost University’s Department of Communication, presented an insightful paper, “Macho Adverts: Constructing Hyper-masculinity in Ghanaian Alcoholic Beverage Advertisements.” His paper unpacked Ghanaian Male Stereotypes in Alcohol Advertising at the IAFOR MediAsia 2024 Conference in Kyoto Japan.

Brempong, who is also a celebrated musician, and known for his dynamic presence both in music and academia, brought fresh insights into the cultural impact of advertising.

In the research, he examined how alcohol advertisements in Ghana often employ hyper-masculine themes which depict men as powerful, thrill-seeking, and sexually dominant in a way as to appeal to male audiences. Using thematic analysis alongside tools such as the Hypermasculinity Inventory (HMI), he highlighted how these narratives, while commercially appealing, may inadvertently reinforce restrictive societal norms. Akesse Brempong advocates for a shift towards inclusive advertising that celebrates broader representations of masculinity.

By bringing both academic rigour and artistic sensitivity to the topic, Brempong’s presentation underscored Penteocost University and MediAsia’s goal of fostering interdisciplinary dialogue. His dual roles as a lecturer and musician uniquely positioned him to shed light on how media shapes cultural ideals, particularly concerning gender norms in Ghanaian society

Akesse Brempong is a long time lecturer at Pentecost University. His areas of expertise are in branding and advertising.