Ruling Through the Body: the Evolution of Male Grooming in China

We examine the interplay between male grooming and portrayals of masculinity in the Chinese media since the year 1949. Our findings show the male body is politicized to shape gender identity over time.


Xiaoxi Ding, Chihling Liu, and Xin Zhao (2019) ,"Ruling Through the Body: the Evolution of Male Grooming in China", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 536-537.


Xiaoxi Ding, Lancaster University, UK
Chihling Liu, Lancaster University, UK
Xin Zhao, Lancaster University, UK


NA - Advances in Consumer Research Volume 47 | 2019

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