The 8220;un-manly” Man

I have seen these commercials a few times during broadcasts of sporting events and other television shows.  They depict a man ordering a generic light beer in a bar with his friends.  His friends tell him that not ordering a Miller Light is second “Un-manly” thing that he has done that day.  The advertisement then cuts to a scene of the man screaming in a very high pitched voice and generally freaking out on a rollercoaster  while his friends laugh.  Miller Light appears to be trying to market their beer as a manly light beer.  It is a prime example of how the culture industry constructs our images of self  what it means to fit into a particular gender role.

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