Lockie, Stewart, and Collie, Lyn (1999) 'Feed the man meat': gendered food and theories of consumption. In: Burch, David, Goss, Jasper, and Lawrence, Geoffrey, (eds.) Restructuring Global and Regional Agricultures: transformations in Australiasian agri-food economies and spaces. Ashgate Publishing Ltd, Vermont, USA, pp. 255-273.

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Abstract

In the mid-1980s the Australian Meat and Livestock Corporation (AMLC) attempted to redress the accelerating loss of market share as demand for red meats (beef and lamb) declined in the face of increased consumption of chicken and pork. 1 The centrepiece of the campaign was a television advertisement which featured a young boy, clad in the jersey of a well-known football club, running home with his dog through an inner city working class area, for dinner. The boy arrives home in time to join his sister and father (who is reading a newspaper) at the kitchen table, just as his mother removes a large sizzling leg of roast meat from the oven. Through the entire advertisement there runs an upbeat soundtrack and a catchy jingle proclaiming 'feed the man meat'.

Item ID:	34871
Item Type:	Book Chapter (Research - B1)
ISBN:	978-1-84014-975-3
Date Deposited:	20 Nov 2017 00:48
FoR Codes:	16 STUDIES IN HUMAN SOCIETY > 1608 Sociology > 160801 Applied Sociology, Program Evaluation and Social Impact Assessment @ 50% 16 STUDIES IN HUMAN SOCIETY > 1608 Sociology > 160804 Rural Sociology @ 50%
SEO Codes:	96 ENVIRONMENT > 9606 Environmental and Natural Resource Evaluation > 960601 Economic Incentives for Environmental Protection @ 30% 96 ENVIRONMENT > 9607 Environmental Policy, Legislation and Standards > 960702 Consumption Patterns, Population Issues and the Environment @ 60% 97 EXPANDING KNOWLEDGE > 970116 Expanding Knowledge through Studies of Human Society @ 10%
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