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Purpose – To explore the contested nature of masculinity through an examination of contemporary promotional culture associated with a predominantly masculine commodity – beer. More specifically, the analysis focuses on the representations of masculinity in two New Zealand beer advertisements spanning a 25-year period.

Design/methodology/approach – The chapter is divided into four sections: (1) a brief overview of the contemporary crisis of masculinity; (2) the role of the media and promotional culture in representing and reproducing crises of masculinity; (3) The Holy Trinity: Sport, Beer and Masculinity and (4) analysis of two promotional campaigns for New Zealand beer brand Speight's. Here, the original series ad from 1992 is compared and contrasted with the 2019 instalment using Strate's (1992) framework which conceptualizes beer advertisements as ‘manuals of masculinity’, in order to track potential changes over time.

Findings – The results highlight the enduring value of Strate's (1992) framework of beer advertisements as manuals of masculinity. In addition, the results reveal that while the representation of masculinity in Speight's beer advertising has changed over time, key themes related to exclusive male spaces, physical labour and the core value of ‘mateship’ remain.

Research limitations/implications – Within the context of globalization, promotional culture operating at both the global and local level can cultivate images of masculinity that represent and reproduce the existing gender order, but it can also confront and disrupt it.

Present and projected demographic and social trends in the United Kingdom are outlined and their effect on the size and structure of the workforce as a whole and the information workforce in particular are discussed. The implications of these changes for the library and information studies school and for the information profession employment market are considered and possible solutions are proposed as to how the information profession could tackle the impending skills shortage.

In this second of two articles, the author examines the implications of demographic and social trends for Library and Information Studies Schools including present and future demand and supply for training. The response of the Schools by way of course changes and recruitment policies is discussed. The market for information professionals will also be affected when there is greater competition for new graduate labour. Ways of tackling the skills shortage could include: tied contracts, providing better prospects for women, increasing staff training and benefit packages, improving the image of the profession, and exploiting alternative sources of labour.

Critical mass theory suggests that attaining a certain proportion of a minority group triggers transformation that improves conditions for minority group members. Using faculty gender composition as a continuous rather than categorical predictor, the present research discerns whether the proportion of women influences perceptions among STEM faculty.

STEM faculty completed a survey examining perceptions of department climate for women (i.e., advancement and discrimination) and division of work time. The proportion of women in each department was calculated.

Using multilevel modeling, we found that women (vs. men) faculty perceive less departmental advancement of women, but that a greater proportion of women in a department is related to increased perceptions that the department advances women. We did not find differences in time male or female faculty reported spending on research, teaching, or service; however, as the proportion of women in a department increases, there is a decrease in the amount of time individual male and female faculty spent on research and an increase in time spent on service. Contrary to critical mass theory, we found a linear rather than quadratic effect of proportion of women on perceptions of department climate and division of work time.

These effects may not be attributable to gender proportion alone.

Given our finding of incremental effects of proportion of women, a critical mass is not necessary or sufficient for change. Underlying problems of discrimination and stereotyping need to be addressed while recognizing that each woman hired has a positive impact.

Route 11 Chips, a regional potato chip company, is struggling with whether to reduce the number of flavors it markets. Additional flavors add operational cost, but management believes that some of the flavors are important to Route 11's brand image and that trimming the line might damage the brand. Route 11 has also taken a price increase recently and management is interested in finding out if there is additional room to raise prices. To analyze these issues in the case, students have access to five years of data on sales by flavor and package size as well as actual price and margin information (in a supplemental Excel spreadsheet).

This introduction sets forth the main themes of the volume, reviews the methods employed by the contributors, and demonstrates the relationships among the chapters.

Each of the chapters demonstrates the gendered nature of the academy and some of the ways in which women, especially women in science, technology, engineering, and mathematics (STEM) disciplines, are disadvantaged. None of them provides complete catalogues of the issues confronting women and none reach definitive conclusions regarding the ways and means of transforming the academy. Additional research and experimentation will be required.

The gender transformation of the academy holds the promise of more opportunities for women, especially but not only in STEM disciplines and higher administration, and greater probability of balance between work and personal life for all.

The chapter serves as an overall introduction to the volume and the subject matter more generally.