In the last couple of years I have spent a good amount of time studying the context of the American Male (often in comparison with other geographies / cultures). The concept of masculinity as a part of how men make their consumer behavior choices is pretty interesting. I have been affirmed in some areas and … Continue reading The Lesbiman: A New Masculine Ideal?
I like this take from the other side of the pond on commercial formation of the masculine ideal - given the relevance to topics I am pursuing in research right now about American Men... Related articles Decoding masculinity: Q&A with Robb Willer, professor of sociology (stanforddaily.com) Conversations About Masculinity: Who Is The American Male? (thenarcissisticanthropologist.com)
About once a year for the past several years I have had projects come across my desk that involve taking a closer look at the American Male consumer to help with one marketing, product development or otherwise strategic initiative or another. In most cases of work designed to unearth consumer insights, the focus is typically … Continue reading Conversations About Masculinity: Who Is The American Male?
I have been spending a lot of time in the past year doing work in the apparel and retail space...studying the cultural context that influences how and why different types of consumers choose the clothing styles and brands that they use to cover themselves up everyday or to uncover their unique personal identities. Like when … Continue reading The Sociology of Style: Are Women “Dressing For Success” Only To Encourage A Corporate Culture of Failure?