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Masculinity, Consumerism, and Appearance: A Look at Men's Hair

2011; Wiley; Volume: 48; Issue: 2 Linguagem: Inglês

10.1111/j.1755-618x.2011.01261.x

1755-618X

Rosemary Ricciardelli,

Media, Gender, and Advertising

Canadian Review of Sociology/Revue canadienne de sociologieVolume 48, Issue 2 p. 181-201 Masculinity, Consumerism, and Appearance: A Look at Men's Hair ROSEMARY RICCIARDELLI, ROSEMARY RICCIARDELLI York UniversitySearch for more papers by this author ROSEMARY RICCIARDELLI, ROSEMARY RICCIARDELLI York UniversitySearch for more papers by this author First published: 05 May 2011 https://doi.org/10.1111/j.1755-618X.2011.01261.xCitations: 11 Rosemary Ricciardelli, Faculty of Liberal Arts & Professional Studies, York University, 4700 Keele Street, Toronto, ON, Canada M3J 1P3. E-mails: [email protected], [email protected] Read the full textAboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onEmailFacebookTwitterLinkedInRedditWechat Abstract Historiquement, l'importance portée à l'apparence physique est un stéréotype plutôt associé aux femmes. De nos jours les caractéristiques masculines aussi ont developpé des normes. Par conséquent les hommes sont devenus de plus en plus concernés avec leur image. A travers des interviews avec quatorze hommes canadiens, le rôle de la chevelure, en terme d'identité personelle et satisfaction ou dissatisfaction avec son propre corps, a été examiné. Des études démontrent que la masculinité et l'apparence physique sont de plus en plus liées, et la culture de consommation cultive un climat qui encourage les hommes à considérer que leur apparence physique nécessite un important investissement. Les recherches suggèrent que les hommes se préoccupent de leur image corporelle—spécifiquement leur chevelure—et qu'il y a une relation directe entre la masculinité, l'apparence physique et l'estime de soi. Les résultats sont discutés dans les théories sur la masculinité et le consumérisme. Historically, being concerned about appearance was stereotypically associated with women. Now masculinities too have become embedded in appearance norms. Consequently men too are increasingly concerned about their appearance. Via interviews with 14 Canadian men, the role of hair in self-identification and both satisfaction and dissatisfaction with appearance is examined. Emergent themes suggest that masculinity and appearance are increasingly intertwined, and consumer culture cultivates a climate that encourages men to view their appearance as something worthy of investment. Findings suggest that men are concerned about their appearance—specifically their hair—and that there is a relationship between masculinity, appearance, and self-identification. Findings are discussed within theories of masculinity and consumerism. References Alexander, B.K. 2003. "Fading, Twisting, and Weaving: An Interpretive Ethnography of the Black Barbershop as Cultural Space. Qualitative Inquiry 9 (1): 105–28. Atkinson, M. 2008. "Exploring Male Femininity in the 'Crisis': Men and Cosmetic Surgery. Body and Society 14 (1): 67–87. Averett, S. and S. Korenman. 1996. "The Economic Reality of the Beauty Myth. 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