Research on beer-commercial content by Lance Strate yielded results relevant to a study of masculinity. In beer commercials, masculine behavior (especially risk-taking) is encouraged. Commercials often focus on situations in which a man overcomes an obstacle in a group, working or playing hard (construction or farm workers or cowboys). Those involving play have central themes of mastery (of nature or each other), risk and adventure: fishing, camping, playing sports or socializing in bars. There is usually an element of danger and a focus on movement and speed (watching fast cars or driving fast). The bar is a setting for the measurement of masculinity in skills such as billiards, strength, and drinking ability. Men engage in positive health practices, such as reducing fat intake and alcohol, to conform to masculine ideals.