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Author: Lee V. Chalmers
Publisher: Praeger
ISBN:
Category : Business & Economics
Languages : en
Pages : 216
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Book Description
This book explores the ways in which gender informs the definition and organization of management work, with specific attention to marketing. Drawing on original case studies, Chalmers examines how marketing personnel in particular firms appeal to valued and emotionally charged masculine meanings and identifications in their efforts to define the boundaries of their work activity and to establish marketing's managerial credentials against the claims of competing management occupations. By focusing on this interpenetration of masculinity projects and managerial politics, the study breaks new ground, illustrating that gender is a particularly flexible and potent resource for use in the competitive struggles shaping what management is, who manages, and how. Through the use of detailed case studies, the author takes a thorough look at the way marketing departments have emerged within companies and how marketing personnel have tried to carve out a niche for themselves by using gendered discursive techniques. The use of such strategies is aimed at securing a more crucial management role within a company, structuring boundaries and internal divisions of marketing work, shaping how various tasks are consolidated into marketing jobs, and creating distinct realms of masculine and feminine activity. As more and more women enter the field of marketing, they must navigate their way through this gendered terrain where marketers are expected to be assertive and forceful and women are expected to be feminene and supportive. Chalmers carefully traces these management politics and gendering processes in an effort to explain how gender informs the definition and organization of managing work.
Author: Thomas Keith
Publisher: Routledge
ISBN: 1317595343
Category : Social Science
Languages : en
Pages : 448
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Book Description
Masculinities in Contemporary American Culture offers readers a multidisciplinary, intersectional overview of masculinity studies that includes both theoretical and applied lenses. Keith combines current research with historical perspectives to demonstrate the contexts in which masculine identities have come evolved. With an emphasis on popular culture -- particularly film, TV, video games, and music -- this text invites students to examine their gendered sensibilities and discuss the ways in which different forms of media appeal to toxic masculinity.
Author: R. W. Connell
Publisher: Polity
ISBN: 0745634265
Category : Social Science
Languages : en
Pages : 351
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Book Description
This is an exciting new edition of R.W. Connell's ground-breaking text, which has become a classic work on the nature and construction of masculine identity. Connell argues that there is not one masculinity, but many different masculinities, each associated with different positions of power. In a world gender order that continues to privilege men over women, but also raises difficult issues for men and boys, his account is more pertinent than ever before. In a substantial new introduction and conclusion, Connell discusses the development of masculinity studies in the ten years since the book's initial publication. He explores global gender relations, new theories, and practical uses of mascunlinity research. Looking to the future, his new concluding chapter addresses the politics of masculinities, and the implications of masculinity research for understanding current world issues. Against the backdrop of an increasingly divided world, dominated by neo-conservative politics, Connell's account highlights a series of compelling questions about the future of human society. This second edition of Connell's classic book will be essential reading for students taking courses on masculinities and gender studies, and will be of interest to students and scholars across the humanities and social sciences.
Author: Mark Tungate
Publisher: Kogan Page Publishers
ISBN: 0749453567
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
The male market is exploding. Thanks to emerging social and cultural trends, men are becoming consumers to reckon with. In 1990 only 4% of men claimed to regularly use a skin care product. By 2015 the figure will have risen to 50%. Branded Male discusses the evolution of the male consumer and the desire of marketers to tap into the still underdeveloped male market. Crammed with facts and anecdotes, it analyzes how to effectively brand products and services for the male market. Using a typical modern male's weekday as a template and examining all the influences affecting him, Branded Male considers his exposure to brands and the ways marketers can exploit these channels, taking you through popular strategies for marketing to men. In his trademark style, Mark Tungate paints a portrait of the male consumer. From razor blades to beer, from aftershave to hotels, he finds out which marketing messages have the most impact on male wallets. Men's bank balances may never be the same again.
Author: Barbara Pini
Publisher: Routledge
ISBN: 1351153226
Category : Business & Economics
Languages : en
Pages : 275
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Book Description
Using contemporary gender theory to examine gender and rurality beyond that of simply women/femininities, this illuminating book accurately locates the subject of masculinities within the rural/agricultural context. While there has been a wealth of literature on men and masculinities published in recent years, the climate of ideas has been typically experienced through an urban lens. This book therefore investigates new conceptual territory. Embedded in the literature on gender and rurality as well as the scholarship on gender and organizations/management, the book draws on an in-depth ethnographic study of gender relations in Australian agricultural politics. It will speak to academic audiences in rural social sciences, gender studies and management/organization studies.
Author: Paul Baker
Publisher: Springer
ISBN: 134995327X
Category : Language Arts & Disciplines
Languages : en
Pages : 299
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Book Description
How do we learn what it means to be a man? And how do we learn to question what it means to be a man? This collection comprises a set of original interdisciplinary chapters on the linguistic and cultural representations of queer masculinities in a range of new and older media: television, film, online forums, news reporting, advertising and fiction. This innovative work examines new and emerging forms of gender hybridisation in relation to complex socialisation and immigration contexts including the role of EU institutions in ascertaining asylum seekers’ sexual orientation, and the European laws on gender policy. The book employs numerous analytical approaches including critical discourse analysis, corpus linguistics, multimodal analysis, literary criticism and anthropological and social research. The authors show how such texts can disrupt, question or complicate traditional notions of what it means to be a man, queering the idea that men possess fixed identities or desires, instead arguing that masculinity is constantly changing and negotiated through the cultural and political overlapping contexts in which it is regularly produced. These nuanced analyses will bring fresh insights for students and scholars of gender, masculinity and queer studies, linguistics, anthropology and semiotics.
Author: Emily A. Wentzell
Publisher: Duke University Press
ISBN: 0822377527
Category : Social Science
Languages : en
Pages : 224
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Book Description
Maturing Masculinities is a nuanced exploration of how older men in urban Mexico incorporate aging, chronic illness, changing social relationships, and decreasing erectile function into their conceptions of themselves as men. It is based on interviews that Emily A. Wentzell conducted with more than 250 male patients in the urology clinic of a government-run hospital in Cuernavaca. Drawing on science studies, medical anthropology, and gender theory, Wentzell suggests the idea of "composite masculinities" as a paradigm for understanding how men incorporate physical and social change into gendered selfhoods. Erectile dysfunction treatments like Viagra are popular in Mexico, where stereotypes of men as sex-obsessed "machos" persist. However, most of the men Wentzell interviewed saw erectile difficulty as a chance to demonstrate difference from this stereotype. Rather than using drugs to continue youthful sex lives, many collaborated with wives and physicians to frame erectile difficulty as a prompt to embody age-appropriate, mature masculinities.
Author: Christopher A. Faircloth
Publisher: Temple University Press
ISBN: 143990457X
Category : Health & Fitness
Languages : en
Pages : 273
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Book Description
The first book to examine the male body in relation to the sociology of health and gender.
Author: Peter M. Nardi
Publisher: SAGE
ISBN: 0761915257
Category : Social Science
Languages : en
Pages : 295
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Book Description
Leading scholars examine the way in which gay men develop a sense of masculine identity, with special emphasis on the everyday lives of gay men.
Author: Elwood Watson
Publisher: Indiana University Press
ISBN: 0253222702
Category : Literary Criticism
Languages : en
Pages : 253
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Book Description
Elwood Watson is Professor of History, African Studies, and Gender Studies at East Tennessee State University. --
Author: Elizabeth C. Hirschman
Publisher: Routledge
ISBN: 131738606X
Category : Business & Economics
Languages : en
Pages : 108
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Book Description
Branding Masculinity examines two ideologies of masculinity – one typifying rural agricultural areas and the other found in urban, business settings. Comparisons are made between these two current forms of masculinity and both similarities and differences are identified. Six product categories compose the Constellation of Masculinity for both groups. Hirschman selects a masculine prototype brand from each category and presents a detailed analysis of the images, language and marketing actions used to create the brand's masculinity over time. Using her method, marketers for other brands will be equipped to enhance the masculine status of their brands, as well. Branding Masculinity proposes that masculine brands are made, not born. Masculinity is an enduring cultural ideal which can be attached to a variety of products and brands by the appropriate use of symbols, icons and images. Scholars from various disciplines within the fields of branding, marketing, public relations and corporate identity will see this book as vital in continuing the academic discourse in the field. It will serve as a respected reference resource for researchers, academics, students and policy makers, alike.
