Edible Bodies? Conspicuous Consumption, Women’s Bodies and Postcolonial Masculinities in Fast-Food Advertisements in Zimbabwe

Abstract

While existing scholarship has primarily focused on examining how women are often objectified and sexualised in fast-food marketing advertisements, this article shifts the focus to demonstrate how such advertisements reveal the construction, performance and negotiation of precarious masculinities. By concentrating on advertisements from a Zimbabwean fast-food chain, Mambo’s Chicken, this article argues that advertisements framing women as edible items offer insights into how precarious masculinities are constructed, performed and negotiated within the postcolonial context of Zimbabwe. Specifically, it examines the use of sexual humour, banter and innuendo in advertisements from Mambo’s Chicken, considering the complex issues inherent in conspicuous consumption and how they illuminate multifaceted insecurities that men navigate as they attempt to assert their dominance. This negotiation of masculinity occurs within a paradoxical context characterised by excessive consumerism and precarious economic conditions.