Alcoholic herbal sex drinks and the construction of masculinities in Nigeria

Abstract

Extant works on masculinities have focused on their differential patterns in Nigeria. However, none of these studies has examined how masculinities are constructed through the metaphorical representation of alcoholic herbal sex drinks and their functions. Drawing insights from Lakoff and Johnson’s conceptual metaphor theory, Forceville’s visual metaphor and van Dijk’s socio-cognitive approach to ideology to analyze the names together with verbo-visual conceptualization of alcoholic herbal sex drinks, this paper discusses some of the subcultural ideologies that delineate masculinities among the manufacturers, sellers, and consumers of these drinks in southwestern Nigeria. Analysis of the data reveals the construction of masculinities by this group in terms of the territorial and subordinating sexual status of the male. Also, the male sex organ and muscular male body are conceptualized by this group as sexual weapons, controllers of the female sexual satisfaction, and the cleaning agents for vagina. The paper concludes that these drinks and the associated sexual beliefs reflect some of the trending subcultural ideologies that discursively shape the construction of masculinities in Nigeria.