Abstract
Within the context of globalization, nations have increasingly become the object of both production and consumption. Consequently, directly or indirectly, citizens are being conceptualized, appealed to and transformed into consumers. A key driving force in this transformation is the diverse range of multinational corporations (MNCs) that engage in what is referred to as corporate nationalism - a process that seeks to capitalize upon the nation as a source of collective identification. This chapter examines (1) the nature and significance of corporate nationalism within the context of globalization; (2) the nature and significance of the "holy trinity" - sport, beer and masculinity; (3) an overview of three decades of Molson Canadian beer advertising campaigns to illustrate how they operate and adapt as manuals of both masculinity and national identity; and (4) the implications of corporate nationalism and the holy trinity for understanding the reproduction of masculinity in an increasingly global world.