Ghanaian musician Akesse Brempong, who is also a lecturer at the Department of Communication of Pentecost University in Ghana, has presented his insightful paper, 'Macho Adverts: Constructing Hyper-masculinity in Ghanaian Alcoholic Beverage Advertisements,' at the IAFOR MediAsia Conference in Kyoto, Japan.

Known for his dynamic presence both in music and academia, Akesse Brempong brought fresh insights into the cultural impact of advertising.

In his research, Akesse Brempong examines how alcohol advertisements in Ghana often employ hyper-masculine themes which depict men as powerful, thrill-seeking, and sexually dominant in a way as to appeal to male audiences.

Using thematic analysis alongside tools such as the Hypermasculinity Inventory (HMI), he highlights how these narratives, while commercially appealing, may inadvertently reinforce restrictive societal norms. Akesse Brempong advocates for a shift towards inclusive advertising that celebrates broader representations of masculinity.

By bringing both academic rigour and artistic sensitivity to the topic, Brempong’s presentation underscored MediAsia’s goal of fostering interdisciplinary dialogue.

His dual roles as a lecturer and musician uniquely positioned him to shed light on how media shapes cultural ideals, particularly concerning gender norms in Ghanaian society.