Gender and consumption

Résumé du document

The emergence of the man as a consumer is, now obvious. This phenomenon does not cease to grow since the post war period, and it is today demonstrated by the unbelievable number of new products which are launched in the market, especially targeting men. But consumption is not only a new activity in men's life; it is above all a new means of self expression. As men's self identity has evolved, their masculinity has also shown changes. Before starting the development, it is useful to define the notion of consumption. As Baudrillard. J (1988) said, the quantity of goods and the satisfaction of needs are not sufficient to define the concept of consumption. Individuals buy goods to satisfy a desire. This is not the only requirement. They also want to consume more and more, and they always feel dissatisfied. Actually, consumption is a "systematic act of manipulation of signs" (Baudrillard. J. 1988), meaning that what we consume is more dependent on the meaning of the object in society and the personalization we give to it, rather than the object itself.

Extraits

[...] So, we can wonder what the future of this notion is. Bibliography - Sturrock F. and Pioch, E Making himself attractive: the growing consumption of grooming products, Marketing Intelligence and Planning, 16/ pp.337-343 - Kacen, J.J Girrrl power and boyyy nature: the past, present and paradisal future of consumer gender identity, Marketing Intelligence and Planning, 18/ pp.345-355 - Woodruffe Burton, H Private Desire, Public Display: Consumption, Postmodernism and Fashion's man, International Journal of Retail and Distribution Management, 26/ 1-13 - Lequeret, E Hommes en quête d'identité, available from : http://www.monde-diplomatique.fr/2000/03/LEQUERET/13445 - Baudrillard. [...]

[...] They need a reference point: they are lost between what their mothers teach them not not show your feelings” ) and new demand of their girlfriends tender”, “admit your weaknesses” )(Lequeret 2003). Also, the body holds an important place in the self-image. Indeed, advertisements in men's magazine are no longer showing macho men, rather half naked men with perfect bodies, who look erotic and narcissistic. Then self-identity is built following contemporary heroes. Yesterday, heroes were builders of empire, inventors or achievers; but now they are celebrities such as movies stars, singers and reality TV stars. [...]

[...] By consuming the product, they transfer images and ideas which come from the goods on to their proper image. The other motivation of using grooming products is the effects of ageing. Indeed, this society dread wrinkles. It was something typically feminine, but it is now also a men's preoccupation. So, shelves in cosmetics shop have to widen because there are now the same product as women's, but wrapped in another packaging for men. The third stimulus is of course the attraction to the opposite sex. [...]

[...] 1988), meaning that what we consume is more the meaning of the object in the society and the personalization we give to it, rather than the object itself. This part deals with the emergence of men as a consumer. At present, masculine youth behave in a totally different way to their father. The last few years have shown a fundamental shift in the way that males consume and behave. Going back in the time can help us to understand the evolution of males' behaviour with consumption. Traditionally, women are characterized as spending money rather than earning it, they are powerless, fashionable and frivolous. [...]

[...] Those two genders are definitely opposed. In the past men's involvement with consumption was limited to providing money for spending. The Industrial Revolution emphasised this opposition by setting the woman at home and the man in the workplace (Kacen 2000). Since the existence of marketing, women have always been the ideal consumer as they are seen weak and fickle. Emergence of marketing, with the development of style goods and advertising is aimed at encouraging consumption (women's consumption). As Kacen (2000) said “advertisements are powerful promoters of the dominant view of society”. [...]