Black male: Advertising and the cultural politics of masculinity

During the 1980s, men's bodies began to appear with increasing frequency in television, cinema and billboard advertising. The advertisers’ preferred image of masculinity has generally been young, white, able‐bodied and staunchly heterosexual. This paper explores a partial exception to these generalisations: Ogilvy & Mather's highly successful relaunch of the soft drink, Lucozade. By using selected images of black male bodies and their popular associations with sporting and sexual prowess, Lucozade was able to shake off its long‐established associations with sickness and convalescence, becoming a popular ‘in‐health’ drink with a revitalised and revitalising image. The paper places contemporary representations of black men in British advertising in relation to wider changes in attitudes towards gender, sexuality and ‘race’, arguing that the success of the Lucozade campaign depended not so much on general associations between sport and ‘race’, manliness and muscularity, as on the reader's (socially constructed) knowledge of the particular personalities represented. This assumed knowledge effectively suppresses the more threatening aspects of a stereotypically anonymous and rapacious black male sexuality, provoking desire without evoking dread.     

Book reviews

Australian Politics

Douglas Blackmur, Strikes: Causes, Conduct and Consequences (Sydney: The Federation Press, 1993) pp.232 $n.p. ISBN 1 86287 114 0.

W.D. Borrie, The European Peopling of Australasia (Canberra: Demographic Program, RSSS, Australian National University, 1994) pp.403 $24.50 ISBN 0 7315 1860 8.

Deborah Brennan, The Politics of Australian Child Care: From Philanthropy to Feminism (Cambridge: Cambridge University Press, 1994) pp.242 $29.95 ISBN 0 521 41792 9.

Peter Gathercole, T.H. Irving and Gregory Melleuish (eds), Childe and Australian Archaeology, Politics and Ideas (Brisbane: University of Queensland Press, 1995) pp.241 $16.95 ISBN 0 7022 26130.

Gerard Henderson, Menzies’ Child: The Liberal Party of Australia (Allen & Unwin, Sydney, 1994) pp.382 $29.95 ISBN 1 86373 747 2.

Dean Jaensch, Election! How and why Australia votes (Sydney: Allen & Unwin, 1995) pp.155 $19.95 ISBN 1 86373 761 8.

John Murphy, Harvest of Fear: A History of Australia's Vietnam War (Sydney: Allen & Unwin, 1993) pp.335 $19.95 ISBN 1 86373 49 X.

Bron Stevens and John Wanna (eds), The Goss Government: Promise and Performance of Labor in Queensland (Melbourne: Macmillan Education Australia, 1993) pp.292 $29.95 ISBN 0 7329 2622 X.

Beverley Symons (compiled with Andrew Wells and Stuart Macintyre), Communism in Australia: A Resource Bibliography (Canberra: National Library of Australia, 1994) pp.281 $25.00 ISBN 0 642 10625 8.

W.A. Townsley, Tasmania: Microcosm of the Federation or Vassal State 1945–1983 (Hobart: St David's Park Publishing, 1994) pp.451 $n.p. ISBN 0 7246 2345 0.

Comparative and International Politics

David Baldwin (ed.), Neorealism and Neoliberalism: The Contemporary Debate (New York: Columbia University Press, 1993) pp.377 $US56.50 ISBN 0 231 08440 4.

Leon Brittan, Europe. The Europe We Need (London: Hamish Hamilton, 1994) pp.248 $35.95 ISBN 0 261 00249 4.

Desmond Dinan, Ever Closer Union? An Introduction to the European Community (Boulder, Colorado: Lynne Rienner, 1994) pp.532 $US19.95 ISBN 1 55587 388 X.

Francis G. Castles (ed.), Families of Nations: Patterns of Public Policy in Western Democracies (Aldershot: Dartmouth Publishing Company, 1993) pp.353 £37.50 ISBN 1 85521 345 1.

Hans Magnus Enzensberger, Civil War (Granta Books: London, 1994) pp.144 $14.95 ISBN 0 14 014094 8.

Gareth Evans and Bruce Grant, Australia's Foreign Relations: in the world of the 1990s (Melbourne: Melbourne University Press, 2nd ed., 1995) pp.417 $34.95 ISBN 0 522 84657 2.

S. Henningham and R.J. May (eds), Resources, Development and Politics in the Pacific Islands (Bathurst: Crawford House Press, 1992) pp.323 $24.95 ISBN 186333063 1.

Helen Hughes, Wolfgang Kasper and John Macleod, Australia's Asian Challenge (Sydney, The Centre for Independent Studies, CIS Policy Forums 12, 1994) pp.47 $7.95 ISBN 1 86432 000 1.

Fergal Keane, The Bondage of Fear: A Journey Through the Last White Empire (London: Viking, 1994) pp.242 £17.00 ISBN 0 670 85391 7.

Bradley S. Klein, Strategic Studies and World Order: The Global Politics of Deterrence (Cambridge: Cambridge University Press, 1994) pp.196 £11.95 ISBN 0 521 46644 X.

Roy Licklider (ed.), Stopping the Killing: How Civil Wars End (New York: New York University Press, 1993) pp.354 $US50.00 ISBN 0 8147 5070 2.

Andrew Maclntyre (ed.), Business and Government in Industrialising Asia (Sydney: Allen & Unwin, 1994) pp.312 $29.95 ISBN 186373 556 9.

Michael McKinley, The Gulf War: Critical Perspectives (Sydney: Allen & Unwin, 1994) pp.201 $24.95 ISBN 1 86373 606 9.

Robert F. Miller (ed.), The Development of Civil Society in Communist Systems (Sydney: Allen & Unwin, 1992) pp.197 $22.95 ISBN 1 86373 1717.

Kim Richard Nossal, Rain Dancing: Sanctions in Canadian and Australian Foreign Policy (Toronto: University of Toronto Press, 1994) pp.323. $US21.95 ISBN 0 8020 7571 1.

Barnett R. Rubin, The Fragmentation of Afghanistan: State Formation and Collapse in the International System (New Haven: Yale University Press, 1995) pp.378 $US35 ISBN: 0 300 05963 9.

Dennis J.D. Sandole and Hugo van der Merwe (eds), Conflict Resolution, Theory and Practise: Integration and Application (Manchester: Manchester University Press, 1993) pp.298 $55.00 ISBN 0 7190 3748 4.

Jan Aart Scholte, International Relations of Social Change (Buckingham: Open University Press, 1993) pp.186 $45.00 ISBN 0 335 09329 9.

Susan L. Shirk, How China Opened its Door: The Political Successes of the PRC's Foreign Trade and Investment Reforms (Washington DC: Brookings Institute, 1994) pp.120 $US28.95 ISBN 0 8157 7854 6.

Stephen John Stedman (ed.), South Africa: The Political Economy of Transition (Boulder and London: Lynne Rienner, 1994) pp.213 $US38.00 ISBN 1 55587 421 5.

Lionel Cliffe et al, The Transition to Independence in Namibia (Boulder and London: Lynne Rienner, 1994) pp.293 $US38.00 ISBN 1 55587 420 7.

Frederick C. Teiwes, Politics and Purges in China: Rectification and the Decline of Party Norms, 1950–1965. 2nd edn (Armonk and London: M.E. Sharpe, 1993) pp.594 $US27.95 ISBN 1 56324 227 3.

Luke Trainor, British Imperialism and Australian Nationalism: manipulation, conflict and compromise in the late nineteenth century (Cambridge: Cambridge University Press, 1994) pp.213 $29.95 ISBN 0 521 43476 9.

United Nations High Commissioner for Refugees, The State of the World's Refugees: The Challenge of Protection (London: Penguin, 1993) pp.191 $19.95 ISBN 0 14 023487.

Joyce N. Wiley, The Islamic Movement of Iraqi Shias (Boulder and London: Lynne Rienner, 1992) pp.193 $US30.00 ISBN 1 55587 2727.

David W. Ziegler, War, Peace and International Politics, 6th ed. (London: Harper Collins, 1993) pp.458 $n.p. ISBN 0 673 52287 3.

Political Theory and Methodology

Stephen Eric Bronner, Of Critical Theory and Its Theorists (Oxford: Basil Blackwell, 1994) pp.372 $45.00 ISBN 0 631 18738 3.

William James Booth, Patrick James and Hudson Meadwell (eds), Politics and Rationality (Cambridge: Cambridge University Press, 1993) pp.307 $39.95 ISBN 0 521 43568 4.

Richard Sylvan and David Bennett, The Greening of Ethics: From Human Chauvinism to Deep‐Green Theory (Cambridge, UK: White Horse Press, 1994) pp.269 £11.95 ISBN 0 8165 1529 8.

Danilo Zolo, Democracy and Complexity: A Realist Approach. David McKie (trans.) (Cambridge: Polity Press, 1992) pp.202 $39.95 ISBN 0 7456 0675 X.     

Experimental Boat and Ship Archaeology: Principles and Methods

The need for experiments to study physical aspects of craft of the past is stated, as well as the necessity for them to have clear aims and to follow the established principles of scientific enquiry. These principles are discussed in this joint paper by ten maritime archaeologists and others, together with methods and some points of management critical to their application in this field.     

Trans‐border European networking: Shifts in corporate strategy?

The disappearance of man‐made borders and the need for increased international cooperation seem to prelude a removal of unnecessary obstacles between actors in different countries. This article is concerned with the relationship between political borders, economic development of border regions and networking of companies located there. It presents a ‘state of the art’ of research on border region development and trans‐border networking by companies. Based upon this research, the article concludes with a discussion on conditions that influence the emergence of new corporate networking in border regions, including effective policy action.     

Planning in the 1990s: An international agenda

This paper, originally presented to the AESOP‐ACSP joint conference in Oxford in 1991, stresses that both in Europe and in the US, there is a major difference for planning in the switch from boom to recession. During the 1990s a major challenge will be to find new ways of public‐private partnership in financing new urban infrastructure at a time when developer contributions — a major innovation of the 1980s — have dried up. This particularly applies to the European high‐speed train system — one critical element of which will run through the East Thames Corridor, one of Britain's major urban developments in the coming years. In the US, planners are likely to remain more locally focused, less internationally concerned, than in a Europe in which national barriers are rapidly eroding.