Hegemonic masculinities and femininities in food industry packaging

The aim of this study is to analyze the formal and graphic elements around the hegemonic masculinities and femininities of the packaging of industrial bakery and biscuit products aimed at children and young people. A content analysis was conducted on 10 of the most widely consumed brands of industrial bakery and biscuit products in Spain and widely present on the international market. In addition, a scale of dominant masculinity was developed as a tool to analyze the most egalitarian narratives on the packaging. The results suggest that there are unequal narratives linked to hegemonic masculinity and femininity. The use of blue and yellow, the latter not having a traditional link to masculinity, is related to men in terms of aggressiveness and bravery stereotypes. The women represented on packaging with these same colours are presented in terms of sympathy or kindness, as well as stereotypes connected to beauty. The products contain homogeneous stereotypes and are associated more with men than with women. However, 2 out of 10 brands do not insert characters linked to sexual attributes or gender stereotypes. Therefore, our findings suggest that hegemonic gender scripts are inscribed on packaging less obviously than in other traditional media.