Acculturation and Remasculation

Angela Gracia B. Cruz, Monash University, Australia
Margo Buchanan-Oliver, University of Auckland, New Zealand
Despite emerging research on marketplace-enabled masculinities, it is unclear how masculinities are reconstituted through consumption in the context of transnational mobility. A hermeneutic study of 14 skilled migrant men reveals three remasculation strategies: status-based hypermasculinity, localized hypermasculinity, and flexible masculinity. These represent a re-inscription and revision of pre-migration gender regimes.
[ to cite ]:
Angela Gracia B. Cruz and Margo Buchanan-Oliver (2015) ,"Acculturation and Remasculation", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 498-499.