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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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Villanova's Héctor Varela Rios, PhD, Comments on Bad Bunny's Super Bowl Performance, "Unapologetic" Swagger

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5 min

First Dual-City Olympics to Showcase Milan and Cortina d’Ampezzo With Ceremonies and Themes Celebrating Their History, Growth and Cultural Importance

Long proclaimed Italy’s “moral capital,” Milan is renowned worldwide for its significant contributions to fashion, design and the arts. Soon, another point of pride will be added to the city’s storied history, when the regional hub—and partnering town Cortina d’Ampezzo—plays host to the 2026 Winter Olympics in February. Luca Cottini, PhD, is a professor of Italian Studies and an expert on the evolution of Italian culture, particularly through the 19th and 20th centuries. Recently, he shared some thoughts concerning Milan and Cortina’s successful joint bid for the Olympics, the themes and iconography expected to define this year’s opening ceremony and the symbolic significance of Italy’s selection as a host nation. Question: What was the role of past major events in Milan and Cortina—like the 2015 World’s Fair and the 1956 Winter Olympics—in helping to elevate their appeal for these games? Luca Cottini: I’ll start by saying that although people notice world’s fairs less than the Olympics, they are more impactful to a city and country because they generate more revenue, business, political relationships and positive reputation. They are events in which all the world comes together and each country exposes its excellence, while the host nation brings a visibility that it would not carry otherwise. In 2015, Milan hosted the world’s fair, which generated a completely new fairgrounds area and a visibility of politics, industry, technology and modernity in a way that brings the city to a global stage. I would say that is when the ascent of Milan really started, especially as a desirable destination. With Cortina, after the 2015 World’s Fair—and especially after the COVID-19 pandemic—the Dolomites became really a popular region for travelers to visit. Cortina is also symbolic to Olympic history, because it's the site of the first Olympics that took place in Italy, in 1956 during the reconstruction era. That was the Dolce Vita period, in the middle of the 1950s economic boom, and those games were followed by Rome’s Summer Olympics in 1960. They both represented a way in which Italy, coming out of the war destroyed, was reaffirming its rebirth. Over the years, fewer cities have wanted to host the Olympics because they tend to carry a lot of economic burden, financial debt and little return on investment. In this sense, Milan and Cortina, helped by increased popularity after the world’s fair, sold themselves as a sustainable Olympics. Ninety percent of the buildings were refurbished from older buildings, and they will serve purposes after the Olympics. It’s difficult to tell whether it’s economically sound or not, but it is a way to promote two cities that are in big moments of growth. 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But in the 1970s, much of this fashion world moved from those cities to Milan, because there was a conglomeration of labor, skills, capital and creativity that generated a complex productive and cultural system, or the so-called “Sistema Moda.” This is a particular approach to the industry in Italy that coordinates management and creativity around the figures of a big creative director and a big manager who work together in creating not just nice styles, but also sustainable outlets and markets in and outside Italy. In turn, with its reputation, Milan gives the Olympics that seal of grandeur and coolness. The connection with fashion and promotion of uniqueness is part of the national rhetoric that surrounds what we call “Made in Italy,” this idea of luxury, styling, beauty, order and measure that is endowed in the Italian DNA. Q: Andrea Bocelli—who also appeared in Torino’s 2006 closing ceremony—is supposed to sing once again in this year’s opening ceremony. Aside from his popularity, what is the symbolic significance of his selection as a performer? LC: Bocelli is an interesting case. He is a prototypical Italian success story, which is born in the peninsula but is then ratified outside of Italy. As Bocelli became a global sensation in the U.S., he then came back to his roots in Italy, where his voice has become a symbol of national unity, as epitomized in his solo concerto of Milan, during the pandemic, when he sang in front of the empty Piazza del Duomo, facing the city’s cathedral. In his Catholic faith and secular operatic repertoire, he symbolizes Italian culture as a similar piazza or open space where different voices can converge in a temperate balance. When you put together Bocelli, Mariah Carey and whoever else will be part of the ceremony, that same Italian identity will give rise to a new synthesis, as the encounter of tradition and novelty, grounded-ness and openness. 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One year ago, after a campaign that toppled Bashar al-Assad's repressive dictatorship, Ahmed al-Sharaa assumed the Syrian presidency. Since then, the former rebel commander has worked to establish his credentials as a statesman, winning the support of regional powers like Türkiye, Saudi Arabia and Qatar—as well as recognition from the White House. Yet al-Sharaa and his transitional government have not been immune from criticism, particularly over their handling of domestic affairs. Samer Abboud, PhD, director of the Center for Arab and Islamic Studies at Villanova University, is an expert on modern Syria and the wider Middle East. A year into al-Sharaa's presidency, he believes the provisional government has made incredible strides in some areas, like international diplomacy, while struggling to find its footing in others. "There's no doubt that Syria's external image is becoming more positive. 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Wide swaths of Syria are currently controlled by militias with agendas at odds with that of the provisional government, and despite making inroads with one significant bloc of dissent (the Kurdish-led Syrian Democratic Forces), tensions are exceedingly high. Furthermore, a number of groups remain suspicious of the president and his intentions due to his past affiliation with Hayat Tahrir al-Sham, a Sunni Islamist group that traces its roots to al-Qaeda. Navigating this delicate situation with poise and precision is something that al-Sharaa needs to master, contends Dr. Abboud. And, over the course of the past several months, it seems Syria's new leader has started to refine the skill. "To illustrate, last year, at least 25 people were killed in a bombing at the Mar Elias Church in Damascus, and President al-Sharaa did not go to the site. In addressing the incident, he also didn't use the language of martyrdom, which is what you would typically do for any person—Christian or Muslim—who died in this context," says Dr. Abboud. "In June, however, they arrested the culprits, and he went and met the patriarch and went inside the church, and they publicized it. "The first time, he was too worried about these internal influences—of being perceived by his base as having moderated his views. Right now, he very much finds himself caught in a balancing act, working to temper the forces that are compelling him to possibly do something that could worsen an unstable situation. But I do think that the two contrasts [represented in the Mar Elias Church episode] suggest that the president is learning and gradually figuring out how to do politics a bit differently." In this vein, Dr. Abboud feels the next phase in al-Sharaa's evolution should center on reckoning with the history of the country's late civil war and encouraging a dialogue between those who supported the Assad regime and those who sought to overthrow it. In the professor's estimation, this step is essential to achieving a lasting peace in Syria. "Currently, there are some memory projects and knowledge projects that are happening, but those are not led or facilitated by the state. And that's troublesome, given what we've seen in other conflict contexts," he says. "In Lebanon, for instance, the state has amnesia. The civil war is not in the textbooks, officials don't talk about it, and it's not commemorated nationally. But then, in many ways, the narrative of how it happened—who are the victims, who are the perpetrators—can totally shape people's lives." Still, while much economic, social and humanitarian work remains to be done, Syria today finds itself in a position unlike any it's occupied in decades' time: one marked by possibility. "In general, I envision an extended period of grace for the government and an extended period of hope," concludes Dr. Abboud. "Syria did not have a future under the Assad regime. Or it had a future, but one characterized by generations of isolation. Today, people, both inside and outside Syria, have an entirely different outlook."

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