Pour It Up, Drink It Up, Live It Up, Give It Up Masculinity and Alcohol in Pop Music Videos

Music videos are popular, frequently aimed at young adult audiences, and easily accessible through online platforms. They often portray specific versions of masculinities and femininities and are increasingly linked to the alcohol industry. This research explored how masculinity, femininity, and alcohol consumption are constructed within four mainstream popular music videos. Critical multimodal discourse analysis was employed to systematically examine dominant meanings across various modes of the videos (lyrics, sound, video, and editing). Two major discourses were identified, namely, extreme consumption and freedom, and together these created playboy and woman-as-object subject positions. These positions are discussed with reference to hegemonic masculinity, postfeminist culture, and capitalist consumerism and considered in terms of the complex ways in which influential postfeminist and hegemonic discourses obscure the operations of power.