The Arab as a man. Breaking the 'masculinity' code

Krishna Kashore Patnaik and Houda Koussa

This paper explores methods to decode 'masculinity' from the collective unconscious through the eyes of the Arab culture, focusing in this study on Saudi Arabia.

The Arab as a Man

Breaking the 'Masculinity' Code

Krishna Kashore PatnaikQualitative Group, TNS Middle East & Africa, United Arab EmiratesHouda KoussaBusiness Compass, United Arab Emirates

THEORY AND PROPOSAL

Preface

In the New World freedom and globalization are two of the largest forces which are embarking upon the world externally and minds internally. Democratization of the world is breaking anarchical barriers and man would find ways to exert superiority which is an implicit need. In such a scenario brands would act as a medium. Globalization encourages competition, hence brands need to connect at a much deeper level...

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