In this article I report the findings of an ethnographic study of men's pub
drinking in rural New Zealand. By using the idea of hegemonic masculinity
and incorporating theoretical ideas of gender performativity the analysis f
ocuses on aspects of drinking performance that are central to the establish
ment of hegemony by a particular version of masculinity in this community.
Two important characteristics of pub drinking performance are conversationa
l cockfighting and the disciplines of drinking. These combine to ensure tha
t a particular version of masculinity, here called pub(lic) masculinity, is
able to reproduce itself. A further finding is that masculinity in this ki
nd of performative situation develops a degree of invisibility. Using the m
etaphor of the "glass phallus," I engage with the difficulties of analyzing
an invisible masculinity and argue that rendering masculinity visible is a
n important task for any sociological analysis of both public leisure sites
in rural society and the embodied performance of alcohol consumption by me
n in public spaces.