The Southern Man advert is aiming to speak to a specific audience of beer drinkers, assumed by Speight's to be men. Other beer companies have played with similar received notions of masculinity. Tui, another New Zealand beer company, have run adverts where rural ‘blokes’ who run out of gas for the BBQ decide to power it from the farts of a nearby cow. This is seen as a representation of the much lauded ‘Kiwi ingenuity’. Another example of the stoic, terse masculinity of what advertising companies imagine farmers to be is the advert Toyota ran in 1989 that sees a series of farm accidents with the farmer responding ‘bugger’ after each of these.
Dr. Tanisha Jowsey, an applied medical anthropologist at the University of Auckland (unidirectory.auckland.ac.nz/people/t-jowsey), spoke to our own Julia Brown about how to analyze a medical emergency, how machines and people communicate in the Operating Theatre, and how to manage her position as a pregnant anthropologist when there's blood on the floor.