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Metrosexualization of Men: Transformation of Normative Body Practices and Male Identity

Student: Elena Pyatkova

Supervisor: Olga Savinskaya

Faculty: Faculty of Social Sciences

Educational Programme: Applied Methods of Social Analysis of Markets (Master)

Year of Graduation: 2020

The processes taking place in modern society contribute to a change in the perception of gender roles, the boundaries of the identity of women and men expand, which leads to a change not only in behavioral patterns, but also in external attributes. One of the significant trends in recent decades is the transformation of the image of a man and his appearance. The total time that men devote to caring for themselves is growing, as well as beauty practices that were previously perceived exclusively by women: manicures, hair styling, hairstyles, makeup, etc. This situation allows us to ask the following questions: What behaviors regarding self-care should be considered male? How did self-care practices transform in modern society in the context of gender identity? What behavioral practices apply to modern millennial men? Are ideas of hegemonic masculinity changing? The goal of this study is to reconstruct the logics of normalization men's self-care practices. To achieve this goal, we used a quality research design (in-depth interviews), as well as a method of grounded theory, which allowed to more consider the normative perception of male self-care practices, the rationale for their normalization, reconstruct the image of a “real” man and identify the types of men by in relation to the perception of self-care practices.

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