Acculturation and Remasculation

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.


Angela Gracia B. Cruz and Margo Buchanan-Oliver (2015) ,"Acculturation and Remasculation", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 498-499.


Angela Gracia B. Cruz, Monash University, Australia
Margo Buchanan-Oliver, University of Auckland, New Zealand


NA - Advances in Consumer Research Volume 43 | 2015

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