Market Hegemony and Economic Theory

It is central to standard economic theory that people act on their interests. People are interested in a variety of things, so a range of values should influence market behavior. When engaged in commerce, however, people generally act for personal gain; the influence of other values usually just disappears in the marketplace. What is missing from the standard account is that people often act on proper subsets of their interests. Economics can, however, be extended to capture this insight.Yeshttps://us.sagepub.com/en-us/nam/manuscript-submission-guideline

‘Yobs’ and ‘Snobs’: Embodying Drink and the Problematic Male Drinking Body

This paper is in closed access.The cultural linkages between the drinking of alcohol and the assertion of masculinity have been well explored. In particular, drinking alcohol is still assumed to be a site where masculinity can be tested and proved. However, equally, drinking can be seen to undermine and discredit the male body. Further, older men's drinking practices are commonly overlooked. Through exploring two examples of cultural stereotypes relating to male drinking bodies, the lager lout and the real ale enthusiast, the article argues that persistent cultural assumptions about the appropriate way to embody masculinity. Both the lager lout and the bearded ale snob represent two alternative discourses of how alcohol undermines the bounded male body. Both cases exhibit a lack of control and restraint which is assumed to be desired of masculine bodies and, therefore, both become problematic and subject to social sanctions and cultural policing in the form of negative caricatured depictions. Finally, it is suggested that such stereotypes offer vivid examples of problematic male drinking bodies from which other embodiments can be normalised. © Sociological Research Online