HOW TO BE A MAN AND BE BEAUTIFUL? AN EXPLORATORY STUDY ON MALE PRACTICES OF CONSUMPTION OF BEAUTY
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REAd (Porto Alegre. Online) |
Texto Completo: | https://seer.ufrgs.br/index.php/read/article/view/38396 |
Resumo: | Recent changes have affected the boundaries of gender: masculinity and femininity show, inmany situations, blurred boundaries. Even so, many traditional gender ideals still exist in thesubconscious of the individual (Goldenberg, 2000). The masculine identity is constructed outof denial - denying the attributes related to women, children or homosexual - and those whoconsider themselves outside the dominant pattern of masculinity still have fear of beingperceived as gay (Badinter, 1993; among others). The consumption of beauty products isassociated with the desire to promote an increase in physical attractiveness and achievementof the corresponding social benefits (Bloch and Richins, 1992). Because physicalattractiveness is considered a central element of femininity, the consumption practices ofbeauty is often more important in the construction of women's identity. However, the malegender identity is associated with less concern with appearance, as a consequence, men haveless inclination to adopt beauty practices. In this context, how to research such topic as beautyamong men? This study aimed to a better understanding of the male consumer of beautyproducts and services, reflecting on aesthetic values and practices related to male beauty. Datawere obtained through in-depth interviews using projective techniques as well, with ten youngmen of high socioeconomic status in Rio de Janeiro. Several aspects of the practices of beautyseemed to be manipulated by respondents in the characterization of social roles and theconstruction of gender identities. Few were the practices of beauty identified as allowed formales. They do see beauty as a facilitator of social relations, but intelligence and professionalsuccess are seem as more important. Man do not need to be beautiful. And he must not strive -or demonstrate that strives - to be beautiful. The beautiful body must be a "side effect" ofsearch for health or taste for sports. Their accounts suggest a close association between beautycare and femininity. So, how to be beautiful and masculine at the same time? How to takecare of beauty without being a woman? In order to preserve the maleness is necessary that themale consumption behavior of beauty products and services remain distant from the feminine.Thus, women's behavior seems to serve as a reference point for the interviewees: they observetime, effort and financial investment women devote to beauty and, thereafter, they start theirconstruction of what is 'allowed' or 'forbidden' concerning their beauty practices. |
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HOW TO BE A MAN AND BE BEAUTIFUL? AN EXPLORATORY STUDY ON MALE PRACTICES OF CONSUMPTION OF BEAUTYCOMO SER HOMEM E SER BELO? UM ESTUDO EXPLORATÓRIO SOBRE A RELAÇÃO ENTRE MASCULINIDADE E O CONSUMO DE BELEZAComportamento do consumidorGêneroConsumidor masculinoConsumo de belezaTécnica ProjetivaConsumer BehaviorGenderMale ConsumerBeauty ConsumptionProjectiveRecent changes have affected the boundaries of gender: masculinity and femininity show, inmany situations, blurred boundaries. Even so, many traditional gender ideals still exist in thesubconscious of the individual (Goldenberg, 2000). The masculine identity is constructed outof denial - denying the attributes related to women, children or homosexual - and those whoconsider themselves outside the dominant pattern of masculinity still have fear of beingperceived as gay (Badinter, 1993; among others). The consumption of beauty products isassociated with the desire to promote an increase in physical attractiveness and achievementof the corresponding social benefits (Bloch and Richins, 1992). Because physicalattractiveness is considered a central element of femininity, the consumption practices ofbeauty is often more important in the construction of women's identity. However, the malegender identity is associated with less concern with appearance, as a consequence, men haveless inclination to adopt beauty practices. In this context, how to research such topic as beautyamong men? This study aimed to a better understanding of the male consumer of beautyproducts and services, reflecting on aesthetic values and practices related to male beauty. Datawere obtained through in-depth interviews using projective techniques as well, with ten youngmen of high socioeconomic status in Rio de Janeiro. Several aspects of the practices of beautyseemed to be manipulated by respondents in the characterization of social roles and theconstruction of gender identities. Few were the practices of beauty identified as allowed formales. They do see beauty as a facilitator of social relations, but intelligence and professionalsuccess are seem as more important. Man do not need to be beautiful. And he must not strive -or demonstrate that strives - to be beautiful. The beautiful body must be a "side effect" ofsearch for health or taste for sports. Their accounts suggest a close association between beautycare and femininity. So, how to be beautiful and masculine at the same time? How to takecare of beauty without being a woman? In order to preserve the maleness is necessary that themale consumption behavior of beauty products and services remain distant from the feminine.Thus, women's behavior seems to serve as a reference point for the interviewees: they observetime, effort and financial investment women devote to beauty and, thereafter, they start theirconstruction of what is 'allowed' or 'forbidden' concerning their beauty practices.Mudanças recentes vêm afetando as fronteiras de gênero: masculinidade e feminilidademostram, em muitas situações, delimitações tênues. Porém, muitos ideais tradicionais degênero persistem no subconsciente do indivíduo (Goldenberg, 2000). A identidade masculinaé construída a partir da negação – negando atributos relacionados à mulher, à criança ou aohomossexual – e aqueles que se consideram fora do padrão dominante de masculinidade aindademonstram medo de serem vistos como homossexuais (Badinter, 1993, e outros). O consumode beleza está associado ao desejo de promover um aumento da atratividade física e aobtenção dos benefícios sociais correspondentes (Bloch e Richins, 1992). Como a atratividadefísica é considerada um elemento central da feminilidade, o consumo de práticas de belezacostuma ser maior entre as mulheres. A identidade de gênero masculina está associada amenor preocupação com a aparência, assim, os homens estão menos inclinados a adotarempráticas de beleza. Neste contexto, como pesquisar o tema beleza entre os homens? O objetivodeste estudo exploratório foi contribuir para uma melhor compreensão sobre o consumidormasculino de produtos e serviços de beleza, refletindo sobre padrões estéticos e práticasrelacionadas à beleza masculina. Os relatos foram obtidos através de entrevistas emprofundidade, usando também técnica projetiva, com dez jovens homens de classe econômicaalta no Rio de Janeiro. Diversos aspectos das práticas de beleza são manipulados pelosentrevistados na caracterização de papéis sociais e na construção das identidades de gênero.Poucas foram as práticas de beleza identificadas como permitidas para o gênero masculino. Eles vêem a beleza como facilitadora das relações sociais e amorosas, mas sucessoprofissional e inteligência ainda parecem mais importantes. Homem não precisa ser bonito. Enão deve se esforçar – ou demonstrar que se esforça – para ser belo. O corpo belo deve ser“efeito colateral” da busca por saúde ou do gosto por esportes. Os relatos sugerem umaestreita associação entre os cuidados de beleza e feminilidade. Então, como ser bonito emasculino ao mesmo tempo? Como cuidar da beleza sem ser mulher? Para preservar amasculinidade é preciso que o comportamento masculino de consumo de produtos e serviçosde beleza mantenha-se distante do feminino. Assim, o comportamento da mulher parece servircomo um ponto de referência para os entrevistados: eles observam tempo, dedicação einvestimento financeiro das mulheres em relação à beleza e, a partir daí, iniciam suaconstrução do que é ‘permitido’ ou ‘proibido’ para suas práticas de beleza.Universidade Federal do Rio Grande do Sul2012-08-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionscientific articleAvaliado pelos paresartigo científicoapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/38396Electronic Review of Administration; Vol. 18 No. 2 (2012): Edição 72 - mai/ago 2012; 400-432Revista Electrónica de Administración; Vol. 18 Núm. 2 (2012): Edição 72 - mai/ago 2012; 400-432Revista Eletrônica de Administração; v. 18 n. 2 (2012): Edição 72 - mai/ago 2012; 400-4321413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/38396/24677de Fontes Almeida, OlíviaChagas Borelli, FernandaMoreira Casotti, Letíciainfo:eu-repo/semantics/openAccess2013-04-08T17:27:18Zoai:seer.ufrgs.br:article/38396Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-04-08T17:27:18REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false |
dc.title.none.fl_str_mv |
HOW TO BE A MAN AND BE BEAUTIFUL? AN EXPLORATORY STUDY ON MALE PRACTICES OF CONSUMPTION OF BEAUTY COMO SER HOMEM E SER BELO? UM ESTUDO EXPLORATÓRIO SOBRE A RELAÇÃO ENTRE MASCULINIDADE E O CONSUMO DE BELEZA |
title |
HOW TO BE A MAN AND BE BEAUTIFUL? AN EXPLORATORY STUDY ON MALE PRACTICES OF CONSUMPTION OF BEAUTY |
spellingShingle |
HOW TO BE A MAN AND BE BEAUTIFUL? AN EXPLORATORY STUDY ON MALE PRACTICES OF CONSUMPTION OF BEAUTY de Fontes Almeida, Olívia Comportamento do consumidor Gênero Consumidor masculino Consumo de beleza Técnica Projetiva Consumer Behavior Gender Male Consumer Beauty Consumption Projective |
title_short |
HOW TO BE A MAN AND BE BEAUTIFUL? AN EXPLORATORY STUDY ON MALE PRACTICES OF CONSUMPTION OF BEAUTY |
title_full |
HOW TO BE A MAN AND BE BEAUTIFUL? AN EXPLORATORY STUDY ON MALE PRACTICES OF CONSUMPTION OF BEAUTY |
title_fullStr |
HOW TO BE A MAN AND BE BEAUTIFUL? AN EXPLORATORY STUDY ON MALE PRACTICES OF CONSUMPTION OF BEAUTY |
title_full_unstemmed |
HOW TO BE A MAN AND BE BEAUTIFUL? AN EXPLORATORY STUDY ON MALE PRACTICES OF CONSUMPTION OF BEAUTY |
title_sort |
HOW TO BE A MAN AND BE BEAUTIFUL? AN EXPLORATORY STUDY ON MALE PRACTICES OF CONSUMPTION OF BEAUTY |
author |
de Fontes Almeida, Olívia |
author_facet |
de Fontes Almeida, Olívia Chagas Borelli, Fernanda Moreira Casotti, Letícia |
author_role |
author |
author2 |
Chagas Borelli, Fernanda Moreira Casotti, Letícia |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
de Fontes Almeida, Olívia Chagas Borelli, Fernanda Moreira Casotti, Letícia |
dc.subject.por.fl_str_mv |
Comportamento do consumidor Gênero Consumidor masculino Consumo de beleza Técnica Projetiva Consumer Behavior Gender Male Consumer Beauty Consumption Projective |
topic |
Comportamento do consumidor Gênero Consumidor masculino Consumo de beleza Técnica Projetiva Consumer Behavior Gender Male Consumer Beauty Consumption Projective |
description |
Recent changes have affected the boundaries of gender: masculinity and femininity show, inmany situations, blurred boundaries. Even so, many traditional gender ideals still exist in thesubconscious of the individual (Goldenberg, 2000). The masculine identity is constructed outof denial - denying the attributes related to women, children or homosexual - and those whoconsider themselves outside the dominant pattern of masculinity still have fear of beingperceived as gay (Badinter, 1993; among others). The consumption of beauty products isassociated with the desire to promote an increase in physical attractiveness and achievementof the corresponding social benefits (Bloch and Richins, 1992). Because physicalattractiveness is considered a central element of femininity, the consumption practices ofbeauty is often more important in the construction of women's identity. However, the malegender identity is associated with less concern with appearance, as a consequence, men haveless inclination to adopt beauty practices. In this context, how to research such topic as beautyamong men? This study aimed to a better understanding of the male consumer of beautyproducts and services, reflecting on aesthetic values and practices related to male beauty. Datawere obtained through in-depth interviews using projective techniques as well, with ten youngmen of high socioeconomic status in Rio de Janeiro. Several aspects of the practices of beautyseemed to be manipulated by respondents in the characterization of social roles and theconstruction of gender identities. Few were the practices of beauty identified as allowed formales. They do see beauty as a facilitator of social relations, but intelligence and professionalsuccess are seem as more important. Man do not need to be beautiful. And he must not strive -or demonstrate that strives - to be beautiful. The beautiful body must be a "side effect" ofsearch for health or taste for sports. Their accounts suggest a close association between beautycare and femininity. So, how to be beautiful and masculine at the same time? How to takecare of beauty without being a woman? In order to preserve the maleness is necessary that themale consumption behavior of beauty products and services remain distant from the feminine.Thus, women's behavior seems to serve as a reference point for the interviewees: they observetime, effort and financial investment women devote to beauty and, thereafter, they start theirconstruction of what is 'allowed' or 'forbidden' concerning their beauty practices. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-08-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion scientific article Avaliado pelos pares artigo científico |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/38396 |
url |
https://seer.ufrgs.br/index.php/read/article/view/38396 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/38396/24677 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
dc.source.none.fl_str_mv |
Electronic Review of Administration; Vol. 18 No. 2 (2012): Edição 72 - mai/ago 2012; 400-432 Revista Electrónica de Administración; Vol. 18 Núm. 2 (2012): Edição 72 - mai/ago 2012; 400-432 Revista Eletrônica de Administração; v. 18 n. 2 (2012): Edição 72 - mai/ago 2012; 400-432 1413-2311 1980-4164 reponame:REAd (Porto Alegre. Online) instname:Universidade Federal do Rio Grande do Sul (UFRGS) instacron:UFRGS |
instname_str |
Universidade Federal do Rio Grande do Sul (UFRGS) |
instacron_str |
UFRGS |
institution |
UFRGS |
reponame_str |
REAd (Porto Alegre. Online) |
collection |
REAd (Porto Alegre. Online) |
repository.name.fl_str_mv |
REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS) |
repository.mail.fl_str_mv |
ea_read@ufrgs.br |
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1799766201903087616 |