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Volume :49 Issue : 2 2021      Add To Cart                                                                    Download

Get that Shrimp'': A Public Relations Campaign and the Ethics of the Construction of Masculinity in Kuwait

Auther : Husain Ebrahim - Haneen Ghabra

Objectives: This research surveys Kuwait University (KU) students' perceptions of Shrimpy, a fast seafood restaurant in Kuwait, and its display of indirect sexual advertisements. Methods: Among a sample of (n=802) the authors explored how Shrimpy's indirect connotations of sexual advertisements in a massive public relations camapaign affected Kuwait University students based on the intersections of gender, nationality, college and year of study. Results: the study concluded that females were more likely to support the government's action in imposing punishment on those who display such ads, but they were more likely to accept being exposed to the ads. Additionally, male students, especially senior students in the Social Sciences College were more likely to understand the sexual content. Additionally, Kuwaitis agreed that these advertisements and the campaign as a whole reflected cultural tradition compared to non-Kuwaitis. Conclusion: This study suggests that these key moments symbolize the broad cultural complexities of masculinity and power relations in a conservative society which provide departure points for future research.
Keywords: Advertisements, Kuwait, Gender, Masculinity, Culture
 

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