Fashionably Unfashionable: Young Scottish Masculinities and Relational Constructions in the Marketplace

Research into men’s consumption and the construction of masculinities has increasingly observed men’s ‘feminisation’ in the marketplace, for example through shopping or clothing practices. This paper seeks to contribute to this research through presenting findings from an ethnographic study, depicting how these are shaped by relational and cultural versions of masculinity.



Citation:

Wendy Hein (2012) ,"Fashionably Unfashionable: Young Scottish Masculinities and Relational Constructions in the Marketplace", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 343-345.

Authors

Wendy Hein, Birkbeck, University of London, United Kingdom



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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