Macho Rhetoric in Alcohol Addiction: The Narratives of Masculinities among Malawian Youths

  • Anthony Mavuto GundeEmail author


This chapter examines traditional sources of masculine rhetoric employed by Malawian youths to glorify alcohol addiction, their implications on social and behavioural change, and how the sources and the implications are, in turn, represented by the local media. Through rhetorical analysis of narratives from college students and new media adverts, the chapter finds that the youths utilise macho rhetorical metaphors rooted in the Malawian culture effectively to venerate alcohol consumption—an addictive culture further underlined by the news media. Consequently, the aim of this chapter is to provide an overview of how macho rhetoric has been employed by Malawian youths through history and its implications on social and behavioural change with regard to addiction from an African point of view.


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.Journalism DepartmentStellenbosch UniversityStellenboschSouth Africa
  2. 2.Chancellor CollegeUniversity of MalawiZombaMalawi

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