The aim of the research is to explore consumer perceptions of masculinity in advertising and determine the effectiveness of these advertising efforts in offering a brand's version of masculinity to men. The researchers analysed consumer comments posted on advertisements where masculinity is a prominent subject on the YouTube platform. By applying…

Neuro-realism is a widely cited concept describing a textual phenomenon in popular science news wherein brain research uncritically validates or invalidates the "realness" of particular beliefs or practices. Currently, no research on neuro-realism examines the variable rhetorical roles of such statements, that is, how they support…

In this article, the author addresses how online multimodal literacy practices are both filtered through and use popular culture. Using a combination of textual analysis and interviews with first-year university students, the author illustrates how the intersections of multimodal literacies and popular culture are shaping the ways that identities…