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Styling Masculinity - Gender, Class, and Inequality in the Men's Grooming Industry (Hardcover)
Loot Price: R3,017
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Styling Masculinity - Gender, Class, and Inequality in the Men's Grooming Industry (Hardcover)
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The twenty-first century has seen the emergence of a new style of
man: the metrosexual. Overwhelmingly straight, white, and wealthy,
these impeccably coiffed urban professionals spend big money on
everything from facials to pedicures, all part of a
multi-billion-dollar male grooming industry. Yet as this innovative
study reveals, even as the industry encourages men to invest more
in their appearance, it still relies on women to do much of the
work. Styling Masculinity investigates how men's beauty salons have
persuaded their clientele to regard them as masculine spaces. To
answer this question, sociologist Kristen Barber goes inside Adonis
and The Executive, two upscale men's salons in Southern California.
Conducting detailed observations and extensive interviews with both
customers and employees, she shows how female salon workers not
only perform the physical labor of snipping, tweezing, waxing, and
exfoliating, but also perform the emotional labor of pampering
their clients and pumping up their masculine egos. Letting salon
employees tell their own stories, Barber not only documents
occasions when these workers are objectified and demeaned, but also
explores how their jobs allow for creativity and confer a degree of
professional dignity. In the process, she traces the vast network
of economic and social relations that undergird the burgeoning male
beauty industry.
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