IDEAS home Printed from https://ideas.repec.org/a/fgv/eaerae/v59y2019i3a79716.html
   My bibliography  Save this article

Barba, cabelo e bigode: Consumo e masculinidades em barbearias

Author

Listed:
  • Santos, Natália Contesini dos
  • Pereira, Severino Joaquim Nunes

Abstract

Many men have been questioning gender stereotypes that have instituted what they should or should not consume. An example is the growth of the service market for this group, such as new barbershops. This study aims to analyze how masculinities are constructed, administrated, and negotiated in barbershops. For this purpose, this study conducted participant observation in barbershops and 17 interviews with consumers and market agents. The results suggest that the symbolic meaning of what it is to be mascu­line emerges in a dialectic process between consumers, market agents, and barbershops. This meaning is then used actively for the construction and negotiation of their masculinities. This process involves i) distinction of the female sphere, as well as provision of ii) space for relaxation and well-being and iii) space for sociability among men. The study also presents academic and management implications of the results.

Suggested Citation

  • Santos, Natália Contesini dos & Pereira, Severino Joaquim Nunes, 2019. "Barba, cabelo e bigode: Consumo e masculinidades em barbearias," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 59(3), June.
    • Handle: RePEc:fgv:eaerae:v:59:y:2019:i:3:a:79716
    as

    Download full text from publisher

    File URL: http://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/79716
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:fgv:eaerae:v:59:y:2019:i:3:a:79716. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Núcleo de Computação da FGV EPGE (email available below). General contact details of provider: https://edirc.repec.org/data/eagvfbr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.