Domestic Dudes: The story of a new consuming class

This paper examines a new worldwide consuming male class that has arisen since the turn of the millennium: that of the 'Domestic Dude'.

Domestic Dudes: The story of a new consuming class

Sandeep Dutta

Introduction

Once upon a time there was a clear and sharp divide between the men's and women's world. Masculine identity was defined as a hegemonic one, the man having a paid job in the public sphere, allowing him to provide economic resources for the family, to become the household head and to be absent from the domestic space. Domestic space was traditionally considered a feminine space; while the public space a masculine one. Nowadays many earlier assumptions are challenged by ongoing transformations towards the democratization of gender relations. Alternative...

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