When the Breadwinner Is Locked At Home: Interaction of Domesticity and Masculine Identity
Through a qualitative study, this research explores gender performativity of the breadwinner identity among Indian men, forced to experience domesticity during the pandemic. By applying the concepts of emotional labor and dramaturgy, it finds that male consumers cope with domesticity by symbolic means of appropriation and re-interpretation of their home.
Citation:
Tanvi Gupta, Vidushi Trivedi, and Rupali Kapoor (2021) ,"When the Breadwinner Is Locked At Home: Interaction of Domesticity and Masculine Identity", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 923-923.
Authors
Tanvi Gupta, Assistant Professor of Marketing, Indian Institute of Management Udaipur
Vidushi Trivedi, Doctoral Student of Marketing, Indian Institute of Management Udaipur
Rupali Kapoor, Research Officer, Indian Institute of Management Udaipur
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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