Search results

The purpose of this paper is to demonstrate that Bourdieu’s concept of masculine domination offers a comprehensive social theory of gender as compared to Connell’s concept of hegemonic masculinity through examining the proposition of positive hegemonic masculinity.

This is a conceptual paper that argues that Bourdieu’s concept of masculine domination offers a comprehensive social theory of gender as compared to Connell’s concept of hegemonic masculinity.

The findings demonstrate that Bourdieu’s concept of masculine domination incorporates both discursive and material structures of the gender system that privileges men/masculine over women/feminine, making it a comprehensive social theory of gender.

The concepts of hegemonic masculinity and masculine domination have not been reviewed in the light of emerging perspectives on hegemony, power and domination. The future research could focus on a review of research methods such as institutional ethnography, in examining masculine domination.

Using masculine domination perspective, organizations could identify specific managerial discourses, aspects of work organization and practices in order to eliminate gender-based discrimination, harassment and unequal access to resources.

Public policy interventions aimed at inclusive development could examine women’s condition of continued disadvantageousness, through masculine domination perspective.

The authors seek to provide a comparative view of the concepts of hegemonic masculinity and masculine domination, using the categories of comparison that was not attempted earlier.

This paper aims to examine the interplay among forms of entrepreneurship and the gendered entrepreneurial divide. Using data from the Global Entrepreneurship Monitor (GEM) and the World Values Survey (WVS), the authors investigate the likelihood that females will venture in the commercial entrepreneurial ventures versus social entrepreneurial ventures. The authors draw on the theoretical concept of hegemonic masculinity and emphasized femininity to explain gender variance in the organizational forms of commercial and social entrepreneurship. Specifically, the authors investigate whether pursuing an opportunity in a society that highly values ideologies of hegemonic masculinity and emphasized femininity impacts the probability of venturing in either of these kinds of organizations.

To test the hypotheses, the authors use GEM data from 2009 (n = 14,399) for nascent entrepreneurs and baby businesses owners in 55 counties. They also use the WVS to measure the ideologies of hegemonic masculinity and emphasized femininity at the country level. The authors estimate a logistic multilevel model to identify the drivers of social venturing over commercial venturing. Data are nested by countries, and the authors allow random intercepts by countries with a variance components covariance structure.

The findings demonstrate that there is a divide in entrepreneurial activity, as women entrepreneurs are more likely to start social ventures than commercial ventures. They also find that hegemonic masculinity decreases the incidence of social entrepreneurship, whereas emphasized femininity increases the incidence of social entrepreneurship. Moreover, the authors find evidence that women in societies with a strong view on hegemonic masculinity are less likely to pursue social organizational forms than male entrepreneurs are. Furthermore, in societies with strong views of emphasized femininity, the probability increases that female founders will pursue social organizational forms. The findings highlight the considerable impact of the gender ideologies on entrepreneurship.

Although the authors use the terms “gender” and “sex” in this paper interchangeably, they recognize that these two terms are not equivalent. For the purposes of this manuscript, the authors use a gender analysis approach activity based on biological sex to investigate empirical differences in entrepreneurial. The findings suggest that women ultimately, and unintentionally, are consenting to the practices and norms that reiterate the masculinity of entrepreneurship. In this way, the patriarchal ideologies of hegemonic masculinity and masculinization of entrepreneurship ultimately leave women unable to fully take up the identity of “woman” alongside that of “entrepreneur”. Future research can build upon our findings by applying a more nuanced view of gender via constructivist approaches.

The findings empirically demonstrate the gendered nature of entrepreneurial activity, leading to specific stereotypical female social organizational forms and male commercial organizational forms. Furthermore, the authors are able to provide theoretical explanations based on hegemonic masculinity and emphasized femininity to understand why social entrepreneurship appeals to women.

The purpose of this paper is to investigate masculinity in Chinese social media marketing for global luxury fashion brands through two studies.

Study 1 compares physical characteristics of males in visually oriented US (Instagram) and Chinese (Weibo) social media posts promoting global luxury fashion magazine brands (e.g. Vogue, Cosmopolitan, GQ and Esquire). Study 2 examines the prevalence of and Chinese consumers’ responses (reposts, comments and likes) to different masculinities depicted in luxury fashion brand-sponsored Weibo posts.

Male portrayals for Chinese audiences feature more characteristics associated with emerging East Asian hybrid masculinities – “Little Fresh Meat” (LFM) and “Old Grilled Meat” (OGM) – than associated with global or regional hegemonic masculinity (i.e. the scholarly Wén and action-oriented Wu). Wén remains common in social media posts for luxury fashion goods, but LFM and OGM engender more consumer responses.

Chinese luxury fashion marketing depicts masculinity more similarly to other East Asian marketing than to Western marketing. Some luxury fashion brands are struggling for acceptance among Chinese youth. Luxury fashion marketers should incorporate hybrid rather than hegemonic masculinities to prompt more favorable responses among Chinese consumers, especially younger female target markets.

Growing female occupational and consumer power and shifting male employment from blue-collar to white-collar jobs have influenced media portrayals of masculinity. Social media marketing for luxury fashion brands demonstrates the prevalence and appeal of hybrid masculinities in China.

The purpose of this paper is to problematise the application of hegemonic masculinity to police practice and culture.

This paper offers a viewpoint and is a discussion paper critiquing the application of hegemonic masculinity to police officers, their practice and culture.

The paper suggests that a broader conceptualisation of masculinity, offered by scholars such as Demetriou (2001), is required when considering policing and its culture, in order to more accurately reflect the activity and those involved in it.

Writings concerning police practice and culture, both in the media and academic discourse, are questionable due to the application of hegemonic masculinity. The application of hegemonic masculinity can create a biased perception of policing and police officers.

The paper helps to engender a more accurate and balanced examination of the police, their culture and practice when writing about policing institutions and encourage social institutions such as academia to address bias in their examination of policing institutions and police officers.

There has been limited consideration in regards to multiple masculinities, police practice and culture.

Through an examination of the everyday organisational and social practices, this paper aims to consider gender performativity and hegemonic masculinity within front office investment management. At the core of this research is the need to understand the interactions between gender, power and patriarchy.

An interpretivist philosophical stance underpins the study. A theory-building approach using 19 semi-structured interviews with investment management employees based in Ireland was undertaken.

The findings highlight a sector in which gender is performed in line with sectoral expectations, which place men in positions of dominance with hegemonic masculinity inherent. The organisational structures and daily interactions are imbued with male norms, which dictate how gender is to be performed, and which places women firmly as “different” and “outsiders”. These mechanisms of inequality are further supported by men’s “blocked reflexivity”.

The findings of this study indicate clear evidence of a “patriarchal dividend”, which is underpinned by the maintenance of closure regimes and gender blindness particularly, among senior male gatekeepers. Such results call for policymakers to go beyond goals of numerical parity and ensure transparency and equality across all aspects of work. A holistic and multifaceted approach to addressing issues of gendered culture and the normalisation of men’s privileged relationship with power positions is needed.

This paper is situated within a relatively under-researched labour market space, that of investment management. The findings conceptualise gender as a social process, thus facilitating traditional assumptions about gender at work as a single entity to be challenged. The results also advance theoretical insights of misogynistic work cultures and hegemonic masculinity through the analysis of gendered behaviours within this traditionally male environment.

The purpose of this paper is to establish the strongly entrenched connection between hegemonic masculinity and participation in full‐time employment. It subsequently examines the extent to which male flexible workers in local government represent a challenge to this orthodoxy.

The paper reports on findings from interviews with 12 men and 13 women undertaking flexible work in a local government authority in Australia.

It was found that while two of the male flexible workers articulate alternative discourses of masculine subjectivity dissociated from participation in full‐time work, the remainder demonstrate the continued centrality of a full‐time presence in the workplace to hegemonic masculinity.

This paper argues that these findings are indicative of the continued dominance of masculinities in local government organisations.

This study aims to examine the effects of pathos in sustainable brand stories featuring masculinity on brand masculinity and men’s sustainable brand attitude using Aristotle’s rhetoric theory.

Three independent online experiments (N = 398; N = 216; N = 247) were conducted to observe how participants responded to a sustainable brand story. Data collected through a post-experimental survey were used to test the proposed model. Research hypotheses were inspected using SPSS.

The authors reveal brand masculinity is influenced by varying degrees of pathos: participants who read stories with all three pathos elements (metaphor, humor and empathy) demonstrated the highest level of perceived brand masculinity. Male consumers showed more positive attitudes toward masculine sustainable brand stories than feminine ones. The authors also identify the moderating effect of consumer generation: Gen Z (versus Gen Y) consumers demonstrated stronger character identification with hybrid masculinity (versus hegemonic masculinity) sustainable brand stories, resulting in more favorable sustainable brand attitudes.

The study provides a new angle for exploring the relationship between gendered sustainable brand stories and sustainable brand attitudes. It is the first (to the authors’ knowledge) that links Aristotle’s rhetoric theory to brand gender research, and it empirically demonstrates how male consumers from different generational cohorts respond to different masculinity strategies used by sustainable brands.

Drawing on hegemonic masculinity theory, this study provides evidence supporting how gender, race and sexual identity, may shape the rates of sexual misconduct reporting, by keeping those targets who traditionally enjoy positions of power (i.e. white, cisgender men) silent.

Across 3,230 gender harassment, 890 sexual advance harassment and 570 sexual assault incidents that occurred within a traditionally masculine organization, the authors conducted tests of independence and hierarchical regression analyses to examine whether targets' social identity characteristics (i.e. sex, race, sexuality and gender alignment), predicted the reporting of sexual misconduct.

Although reporting rates varied based on the type of incident, white men were less likely than their colleagues to report workplace sexual misconduct. In general, men were approximately half as likely as women to report. Lower rates of reporting were similarly seen among all white (vs BIPOC) targets and all cisgender and heterosexual (vs LGBT) targets, when controlling for other identity characteristics.

Research on sexual misconduct has largely privileged the experiences of (white, heterosexual) women, despite knowledge that men, too, can experience this mistreatment. This research broadens this lens and challenges the notion that sexual misconduct reporting rates are uniform across employee groups. By articulating how the pressures of hegemonic masculinity serve to silence certain targets – including and especially white, cisgender men – the authors provide means of better understanding and addressing workplace sexual misconduct underreporting.

The purpose of this paper is to review the development of the field of knowledge about masculinities, and particularly to show the need for post-colonial perspectives.

Reading major texts in the field and analysing their conclusions, inclusions, and exclusions.

Study of masculinities is necessary to gain an adequate understanding of the whole field of gender relations. This field is now global, but the consequences of a global field of knowledge are not sufficiently recognized because of the continuing hegemony of the global north in theory, methodology, and academic networks. The coloniality of gender is outlined. Significant contributions from the global south are identified and the issues involved in decolonizing the field of masculinity studies are analysed.

Mainly Anglophone texts discussed.

Redesign of curricula for teaching in this area; redeployment of resources in academic publishing and other knowledge production projects.

Knowledge in this area is relevant to HIV prevention, poverty reduction, economic development, prevention of violence, international conflict, and educational attainment.

To stimulate rethinking among scholars in the field of masculinity and gender studies, and through them among those dealing with the practical issues mentioned.

This research seeks to explore the nature and the structure of brands' masculine dimensions; to develop a reliable and a valid scale to measure brand masculinity and to explore the different brand masculine patterns.

A series of four studies developed and validated a two-factor, five-item measurement scale for brand masculinity using exploratory and confirmatory factor analyses. Content and face validities; reliability and internal validity; convergent and discriminant validities were established. Generalisability of the two dimensions across the gendering of product categories was assessed. A cluster analysis was used to explore brand masculine patterns.

The results indicate that brand masculinity is a bi-dimensional construct (i.e. “Male chauvinism” and “Heroic” dimensions). A cluster analysis performed on 45 brands revealed four brand masculine patterns: hegemonic, emerging, chivalrous and subaltern.

French student subjects constitute the sample. Future studies might investigate the transferability of the results to other cultures. The classification scheme broadens the existing brand personality and brand gender literature and its derived brand taxonomies.

The results provide brand managers with a marketing tool to measure their brands' masculinity and allow them to adapt specific, previously developed gendered marketing strategies.

This research contributes to the brand personality and brand gender literature with new insights about the nature and structure of brands' masculine dimensions. The study moves the conceptualisation of this construct forward rejecting thus previous monolithic approaches to brand masculinity.