Globalization, corporate nationalism and masculinity in Canada: sport, Molson beer advertising and consumer citizenship
Bibliographic record
Abstract
Within the context of globalization, nations have increasingly become the object of both production and consumption. Consequently, directly or indirectly citizens are being conceptualized, appealed to and transformed into consumers. A key driving force in this transformation is the diverse range of multinational corporations (MNCs) that engage in what is referred to as corporate nationalism – a process that seeks to capitalize upon the nation as a source of collective identification. This paper sets forth to explore (1) the nature and significance of corporate nationalism within the context of globalization; (2) the nature and significance of the ‘holy trinity’ – sport, beer and masculinity; (3) a case study of one specific Molson Canadian beer advertising campaign to illustrate how it serves as a manual of both masculinity and national identity in Canada; (4) the role of cultural intermediaries in reproducing dominant forms of masculinity; and (5) the implications of corporate nationalism and the holy trinity for understanding the reproduction of masculinity in an increasingly global world.
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.002 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.002 | 0.004 |
| Science and technology studies | 0.023 | 0.010 |
| Scholarly communication | 0.007 | 0.002 |
| Open science | 0.001 | 0.003 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.006 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".