Handbook of Research on Gender and Marketing
Show Less

Handbook of Research on Gender and Marketing

Edited by Susan Dobscha

Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 9: No more mister mom: masculinity and consumption

Jacob Ostberg

Abstract

This chapter deals with the construction of masculinity in consumer society. This is relevant since consumer research about masculinity has recently suggested that traditional masculinities are changing, not least by men tapping in to areas that have previously been designated as female, such as nurturing for babies and raising children. The chapter addresses the social categories of men and women and how these social categories are connected to certain traits – and ways of being a consumer – that are typically described as masculine and feminine. Some emblematic ways in which men's consumption is described will be discussed, before the specific case of new ideals of fatherhood in Sweden is discussed as an example of how these ideas of masculinity can be challenged. The insights from studying Swedish fatherhood suggest that engaging in nurturing babies and raising children is not a threat to masculinity, but rather an ally in expanding what a 'real man' can be.

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.


Further information

or login to access all content.