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Villanova Professor Releases Study on Gender Dynamics in the Beer-Drinking Community

Oct 21, 2024

3 min

Earlier this month, thousands of revelers donned dirndls and lederhosen to mark Oktoberfest, the annual celebration of Bavarian fare, oompah music and, above all else, beer.


The fall festival is just one of many occasions, including happy hours, brewery tours and sporting events, where Americans enjoy the beverage. In fact, based on a recent report by the Pew Research Center, the U.S. population consumes approximately 6.6 billion gallons of beer each year, which averages out to about 26.5 gallons per adult of legal drinking age.


However, while ales, lagers and stouts remain popular choices that bring people together, not everyone feels equally included. A new study by Shelly Rathee, PhD, the Diana and James Yacobucci '73 Assistant Professor of Marketing and Business Law, highlights a gender-based divide within the beer-drinking community, with female consumers often feeling overlooked and left out.


"Due to the structure of the beer industry and marketplace, there is reason to believe that firms overproduce products that appeal to male audiences and overly communicate masculine aspects of beer consumption," says Dr. Rathee. "As a result, female consumers are made to feel (and may continue to feel) excluded by beer culture, on average. From a business standpoint, the beer industry may be limiting its total market potential in the process."


As Dr. Rathee explains, the beer industry and marketplace are predominately populated by men, and academic literature has long indicated that male dominance in a social or business setting can alter the behaviors of women in myriad ways. In her project, "The Female Consumer Response Implications of Male Dominance in a Product’s Online Community," the professor sought to understand how this trend might manifest itself in an internet forum for beer aficionados, hobbyists and critics.


By examining customer review data from the online community BeerAdvocate and conducting tests aimed at assessing gender-based differences in contributions, Dr. Rathee found that female consumers are inclined to defer to the male majority in such settings. In general, women either refrain from sharing their perspectives on products or adopt language characterized by what are commonly referred to as "masculinity themes."


"Masculinity and femininity themes were drawn from the text of the online reviews and were identified using dictionaries derived from previous research on these topics," shares Dr. Rathee. "For example, if the consumer liked the taste of the beer, a more feminine way of describing this might be 'pleasant,' while a more masculine way might be 'strong.'"


In these terms, the difference in expression might seem subtle. However, as Dr. Rathee contends, the prevalence of tens of thousands of reviews that lean toward a more masculine tone, with few offering a counterbalance, can have noticeable effects. A quick look at the beer aisle in your local supermarket reveals its impact, with bottles and cans featuring images of axe-wielding warriors, dinosaurs and gargoyles.


"We found in our research that male dominance in a marketplace leads to lower trial intentions [plans to try or buy something] and brand attitudes among women," elaborates Dr. Rathee. "Therefore, we can argue that companies are likely to produce products, and marketing appeals, that are more targeted at male audiences."


Although men are currently more than twice as likely as women to name beer as their preferred alcoholic beverage, Dr. Rathee suggests that there is potential to create opportunities that encourage more female drinkers to engage with beer culture. By fostering environments where women can express their preferences and perspectives, she believes the beer industry can become more inclusive and representative, ultimately enriching the community as a whole.


"When featuring reviews on websites, an effort to balance out the presentation of ideas from male and female voices could be helpful," Dr. Rathee says. "Special categories could also be created to drive interest based on demographic characteristics that may include gender, among other factors. A more extreme measure would be to simply avoid including gender as a reviewer characteristic that is publicly viewable."


Much like opening tents beside a beer hall, these steps could provide the necessary space and conditions for a more open and robust discussion of products to take place—to the benefit of both consumers and the industry. In the event they're increasingly pursued, that's something to which we can all raise a toast.


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Elevation of John Henry Newman to Doctor of the Church Stands Out Among Pope Leo’s First-Year Actions featured image

3 min

Elevation of John Henry Newman to Doctor of the Church Stands Out Among Pope Leo’s First-Year Actions

Pope Leo XIV’s first year as leader of the Catholic Church was marked by observation, listening and careful communication, and was largely devoid of major doctrinal or political action. As reasonably expected of a new pontiff, he issued his first major document—the apostolic exhortation Dilexi te. He also embarked on his first international trip, traveling to Türkiye and Lebanon, where he celebrated the 1700th anniversary of the Council of Nicaea. But perhaps publicly overlooked was his elevation of a 19th-century saint to Doctor of the Church—a designation reserved for saints found to have made significant contributions to doctrine and spirituality through writings and teachings. After approving it in July 2025, Pope Leo issued that designation of Newman on All-Saints Day, making him only the 38th individual given the title. “The move to make St. John Henry Newman a Doctor of the Church was already underway, but Pope Leo verified it and actually carried it out, bringing Newman into a newfound kind of prominence,” said Michael Moreland, PhD, Professor of Law and Religion at Villanova University Charles Widger School of Law, and a scholar of St. Newman. A Bridge Between Anglican and Catholic Theology Newman, considered an influential individual in the shaping of modern Catholic theology and education, was not always Catholic. Born in England in 1801, Newman became an Anglican priest in his mid-20s. He later was a prominent leader of the Oxford Movement—one intended to recover elements of traditional Catholic heritage in Anglicanism. It led to the birth of Anglo-Catholicism and caused many Anglicans to convert to the Roman Catholic faith, including Newman himself. Newman was received into the Catholic Church in 1845 and was ordained a Catholic priest in 1847. He would go on to become an influential theologian for his contributions to the ideas of faith, conscience and doctrine. “He established what he called the "evolution of the doctrine"—the idea that the deposit of faith is not something immobile, but something that grows in awareness over time,” said Luca Cottini, PhD, professor of Italian Studies at Villanova University. “He [Newman] was also a person of the university; an intellectual,” said Dr. Moreland. “He was known for his voluminous writings on all kinds of issues, including his famous book ‘The Idea of a University.’" In 1878, Pope Leo XIII made then-Father Newman—who was not even a Bishop at the time—a Cardinal. Like the current Pope Leo, the elevation of Newman was one of Pope Leo XIII’s first acts of government. “It’s an astonishing resemblance between our current Pope and his namesake,” Dr. Cottini said. “Both recognized this important theologian and his contributions to Catholicism within the first year of their papacy.” Newman died in 1890 and is remembered as an influential theologian, scholar and an important bridge between Anglicanism, Catholicism and the modern world. He was beatified in 2010 by Pope Benedict XVI and canonized by Pope Francis in 2019 before Pope Leo XIV elevated him to Doctor of the Church. Newman’s Promotion Shrouded in Significance Beyond its relative rarity—only five individuals have been promoted to Doctor of the Church since 1971—Newman’s elevation is significant in many ways, according to Dr. Moreland. “He was an Anglican by birth who converted to Roman Catholicism,” he said. “He was someone from the English-speaking world, not from continental Europe, and he was from the 19th century, which is relatively recent in this context.” Newman is only the second Doctor of the Church from England, and aside from Thérèse of Lisieux, born in 1873, is the only Doctor of the Church born after 1700. Beyond the significance related to Newman himself, Pope Leo’s recent action underscored a critical focus of the Church, and evidenced its personal importance to the pontiff himself. “It highlighted Newman’s role in education,” Dr. Moreland says. “That is something Pope Leo has been formed by in important ways: as a seminary rector, seminary professor and as part of the Order of Saint Augustine, which values education highly.” At the Mass elevating Newman to Doctor of the Church, Pope Leo also named Newman a co-patron saint of Catholic Education, joining 13th-century priest and theologian St. Thomas Aquinas. He then added Newman’s feast day of October 9—the day he converted to Catholicism in 1845—to the General Roman Calendar, thus bringing his memorial to the global Church. “I think Pope Leo elevating Newman to a Doctor of the Church, along with these subsequent actions, signifies the emphasis he is going to place on education during his papacy,” Dr. Moreland said.

A Century and a Half of Connectivity: Professor Mojtaba Vaezi Reflects on the Evolution and Future of Communication Technology featured image

3 min

A Century and a Half of Connectivity: Professor Mojtaba Vaezi Reflects on the Evolution and Future of Communication Technology

On March 10, 1876, Alexander Graham Bell spoke the first words ever transmitted over telephone: “Mr. Watson, come here; I want you.” This simple request to Bell’s assistant, Thomas Watson, marked a significant milestone in direct person-to-person communication. Now, 150 years later, this message has paved the way for advanced cellular technology in the form of satellites, wireless networks and the personal devices we carry everywhere. For Mojtaba Vaezi, PhD, associate professor of electrical and computer engineering at Villanova University and director of the Wireless Networking Laboratory, Bell’s few words spoken over telephone marked the beginning of an ongoing technological revolution. “One hundred fifty years ago when telephone communication first started, there was essentially a wired line and a transmitting voice,” said Dr. Vaezi. “That simple, basic transmission has transformed the field of communication technology in unimaginable ways.” According to Dr. Vaezi, five shifts have defined the past century and a half of communication technology: wired devices to wireless, analog to digital, voice to data, fixed landlines to mobile phones and human-to-human communication giving way to an increasing focus on machines and artificial intelligence. Early wireless networks were built around one device per person. Today's networks must support multiple devices per person, plus the technology behind innovations such as smart homes, driverless cars and even remote surgery. “Applications are much more diverse now, so communication has to follow,” said Dr. Vaezi. “A big portion of communication now, in terms of number of connections to the network, is from machine to machine—not human to human or even human to machine." The growing number of connections can cause a host of issues for users. When multiple users share the same wireless spectrum simultaneously, their signals interfere with one another—a problem that is becoming more acute as the number of connected devices increases exponentially. Dr. Vaezi’s research at Villanova focuses on developing techniques that allow multiple users to transmit messages on the same frequency at the same time and still be understood. Another vibrant research area of Dr. Vaezi’s involves Integrated Sensing and Communication (ISAC). This field of study focuses on integrating wireless communications and radar so they can function within the same spectrum. “Historically, radar and wireless communication work in different bandwidths or spectrums and use separate devices. Although they are related, they happen in different fields,” said Dr. Vaezi. “Almost every communication scheme that has been developed has focused on this: How can we better utilize the spectrum?” ISAC is increasingly important as new innovations like driverless cars become fixtures in everyday life. These vehicles rely on radar to continuously scan for hazards, and when a hazard is detected, a signal must be sent to trigger safety mechanisms. Currently, the radar and communications systems operate on separate bandwidths using separate hardware. Dr. Vaezi's research explores how both functions could be housed in a single device running on one shared spectrum. Areas of study like Dr. Vaezi’s that focus on machine to machine communication are becoming increasingly relevant as communication technology evolves and moves away from simple person to person messaging. As for the next big milestone in communications, Dr. Vaezi is looking ahead to the implementation of 6G by 2030, though he tempers expectations. For most users, the change will feel modest, amounting to slightly faster device speeds. The most massive shift with 6G will be the amount of added coverage in areas that previously did not have network accessibility. “Say you order a package and it’s coming from somewhere abroad,” explained Dr. Vaezi. “6G will add network coverage over oceans, so you’ll be able to track your package in real time using that satellite technology.” The sixth generation of cellular technology will continue to connect our world and optimize current communications to accommodate more users and devices that need network access each day. It is far different from Alexander Graham Bell’s historic phone call 150 years ago. That brief exchange over a single wired line laid the groundwork for a communications ecosystem that now supports billions of devices, complex data networks and emerging technologies yet to be seen. It also serves as a reminder that despite how far communication technology has come, and how complex it has gotten, it all shares a common, simple goal: to transmit information from one point to another.

Strategic Closure of Strait of Hormuz Puts Pressure on U.S., Threatens Global Oil Trade Stability featured image

4 min

Strategic Closure of Strait of Hormuz Puts Pressure on U.S., Threatens Global Oil Trade Stability

Less than a week after the onset of the war in Iran, and amid escalating conflict in the region, Iran effectively closed the Strait of Hormuz to shipping tankers moving oil from the Middle East by threatening attacks against any vessel who entered the waterway. Thus, the small body of water, which moves a large percentage of the world’s crude oil, has become one of the most discussed places in the world in recent days. Frank Galgano, PhD, is a professor of Geography and the Environment at Villanova University. He is an expert in military and Middle East geography and has also studied global maritime shipping and access to natural resources. Dr. Galgano says there geographic, geopolitical, military and economic factors at play, along with widespread potential consequences, as Iran holds steady on their closure of the strait and the U.S. considers how, or if, it will attempt to help escort oil ships through. Geography and Significance of Strait of Hormuz Situated between Iran to the north and Oman and the United Arab Emirates to the south, the Strait of Hormuz is a narrow shipping lane that connects the Persian Gulf to the Gulf of Oman and, further out, the Arabian Sea. It is one of the most vital chokepoints in the Middle East, along with the Suez Canal, Straits of Tiran, Bab al-Mandab and the Turkish Straits. “Right now, because of oil, it is the most important,” Dr. Galgano said. “Every day, roughly 20 percent of global petrochemical use goes through Hormuz.” The strait itself is barely over 20 nautical miles at its narrowest, but only a small portion of that is shipping lanes. Depth constraints limit shipping to two lanes, each two miles wide, with a two-mile buffer between. “You’re essentially looking at all of that shipping constrained to six nautical miles, and the ships are relatively slow,” Dr. Galgano said. “There are usually about 14-25 tankers every 24 hours transiting the Gulf, so there is always a ship in line." By Iran threatening military action against any oil-carrying ships in Hormuz—and by shipping companies refusing to attempt to traverse it— one-fifth of the global oil trade is essentially cut off indefinitely. That is concerning, given that it takes very little to send global oil prices skyrocketing. Dr. Galgano referenced the 2010-11 Somali pirate issue that caused supertankers—which cost upward of $50,000 a day to operate—to be rerouted. “That alone caused gas prices to raise 10 cents per gallon,” he said. In this case, the biggest impact will be felt throughout Asia, which relies more heavily on oil imports. But the U.S., despite being the second-biggest producer of crude oil last year, will still feel significant effects, since oil is traded globally. “It takes these supertankers eight or 12 days to reach the East Coast from Hormuz,” Dr. Galgano said. “So, a few days later you might see diminished supplies, but there is a critical point where we would face a real shortage.” Attempting to Move Ships Through Hormuz Poses Huge Danger Unlike the Iranian-backed Houthi rebels attacks on Israeli ships and those belonging to its allies in the Red Sea last year, Iran itself has far more sophisticated weapons, along with a strong motive to do whatever it can to put pressure on the U.S. and involved allies. In addition to drones designed for attacking ships—like the ones used by Houthis—Iran also possesses Chinese and Russian anti-ship missiles, according to the professor. “Ships are very vulnerable,” he said, then referencing the 2000 bombing of the USS Cole by Al Qaeda operatives. “That was just two guys in a rubber boat with an explosive device, and it almost sunk the whole ship. If one is carrying oil, it becomes almost like a large fuel bomb.” The United States has weighed the idea of sending a convoy to help escort and protect these ships. They did as much in the late 1980s in Operation Earnest Will, in which President Reagan ordered Kuwaiti supertankers—which were being fired at—to reflag under the U.S. flag so the Navy could legally escort them. But weapons technology has changed, and while U.S. naval ships could certainly defend themselves, “supertankers are slow and it is still an incredibly dangerous operation,” Dr. Galgano said. “The convoy would have to be lucky 100 percent of the time. Iran would only have to be lucky once to hit a ship and cause an immediate fiasco, both physically and in the media.” Global Dependance on Shipped Goods According to Dr. Galgano, between 75 and 90 percent of all items you handle on a day-to-day basis come from inside the hull of a ship: shocks on your car, clothes on your back, or components of your computer. When shipment is disrupted, it can cause supply chain and cost issues. “During the pandemic, Ford was waiting on chips for F-150s, and HP was waiting in chemicals to make ink,” Dr. Galgano said. “Even the ship that got stuck in the Suez Canal a few years ago caused $10 billion in losses per day due to the backup.” For commodities like oil, the indefinite inability to utilize perhaps the most important shipping lanes in the world due to large scale conflict quickly raises the economic stakes to even greater levels. “Iran absolutely knows that, and they see this as a bargaining chip,” Dr. Galgano said. “Cause economic pain to force cessation of the attacks.”

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