Masculinising domesticity: an investigation of men’s domestic foodwork

Klasson, Marcus; Ulver, Sofia

doi:10.1080/0267257x.2015.1078395

Cited by 21 publications

(29 citation statements)

References 49 publications

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“…It is in line with the Neogreen food paradigm—and its embracing of circular sustainability and small-scale coproduction—that foodie culture grows and foodie meanings are negotiated. Although mirroring the Neogreen ideas as a whole, based on previous knowledge (Cairns, Johnston, and Baumann 2010; Johnston and Baumann 2010; Klasson and Ulver 2015; Ulver and Klasson 2018) and empirical findings from the various analytical levels in this research, contemporary foodie culture can be tentatively summarized as an idealization of authenticity, a close relationship to food and nature, rebellion, craft and experimention, world-saving activism, the hyper local and seasonal, and emotional indulgence. In other words, these ideas make up the gamut of symbolic content for what a “proper” foodie identity is.…”

Section: Resultssupporting

confidence: 60%

From Mundane to Socially Significant Consumption: An Analysis of How Foodie Identity Work Spurs Market Formation

Ulver¹

2019

Journal of Macromarketing

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How does dull turn into cool? Every now and then new markets emerge and consumption that used to be mundane and insignificant transforms into something socially significant. Using the theoretical lens of cultural system transformation, this research set out to analyze how consumers, through their identity work, unintentionally transform a market by negotiating its symbolic boundaries and expanding its borders in relation to their social surroundings. The results showed that consumer identity work contributes to forming the market by providing it with new symbolic meanings (epistemic, entertainment and erotic), by extending it with new discursive and material content (through epistemic refinement), and by expanding it through the provision (active and unintentional promotion of the consumption field to confirm their own identity) of new consumers. This research added to at least three ongoing conversations in marketing research; (i) to the macromarketing research stream on marketing systems by taking a cultural system perspective and recognizing the subtle but transformative impact of symbolic consumer meanings and identity work, (ii) to the consumer culture theory (CCT) research stream on market formation by highlighting consumers’ unintentional change of a market through intense identity struggle in their immediate social circle, and (iii) to both above streams by highlighting what makes identity struggle distinct at a mundane rather than more controversial or extraordinary market.

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Section: Resultssupporting

confidence: 60%

From Mundane to Socially Significant Consumption: An Analysis of How Foodie Identity Work Spurs Market Formation

Ulver¹

2019

Journal of Macromarketing

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“…However, quantitative (Kan et al ., 2011) and qualitative research (e.g. Aarseth and Olsen, 2008; Szabo, 2013, 2014; Meah, 2014a, 2014b; Klasson and Ulver, 2015; Neuman et al ., 2015) indicate that this is changing, especially in Scandinavia. When men take care of foodwork and cooking, they also do it out of responsibilities for others (e.g.…”

Section: Introductionmentioning

confidence: 99%

Masculinity and the sociality of cooking in men’s everyday lives

Neuman

Gottzén

Fjellström

2017

The Sociological Review

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This article explores how 31 Swedish men (22–88 years old) talk about the sociality of domestic cooking in everyday life. We demonstrate how domestic cooking – for oneself, for others and with others – is part of the understanding of contemporary Swedish men and how the expressed sociality of cooking is intertwined with accomplishments of masculinity. The sociality of cooking is not only about homosocial leisure but also a way for men to maintain heterosocial relationships and assume domestic responsibility. We discuss a potential cultural transition in men’s domestic-meal sociality and suggest the need for studies of gendered divisions of domestic work and the sociology of food to analyse how cooking shares similar properties to those of commensality, and the implications of this regarding gender relations.

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“…#girlpower #spiceupyourlife@dad20: Also less tongue-in-cheek fathers occasionally picked up, played on, and reproduced gender stereotypes without challenging them, indicating that espousing equal parenting and involved fatherhood does not necessarily mean questioning notions that essentialise gender (Molander 2019; Shirani, Henwood, and Coltart 2012). Emoting therefore aims to strike a careful balance between opening up a space for a more involved fatherhood, while retaining forms of masculinity (Klasson and Ulver 2015) to avoid alienating their audiences.…”

Section: Resultsmentioning

confidence: 99%

“…In the caption, @dad7 fleshes out this everyday moment by articulating a pragmatic need for expedience by cooking meals that are both child and adult friendly. As a reference to the household’s domestic arrangements, the post highlights the fluidity of roles between the parents, but also their awareness of the atypical division of labour (Klasson and Ulver 2015). Reacting to this post, @dad7’s partner teased him on his implication that there is another cook in the household:[@dad7’s partner:] “‘Main cook’ ”@dad7: “sorry…only cook”…”

Section: Resultsmentioning

confidence: 99%

#dadtribe: Performing Sharenting Labour to Commercialise Involved Fatherhood

Campaña

Bossche

Miller³

2020

Journal of Macromarketing

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This study looks at new developments in the commercial representation of fatherhood as exemplified by ‘Instadads’—a group of father influencers who use Instagram to document their family lives and foster a following that is attractive to brand sponsorship. With a netnography of 21 Instadad accounts and 10 in-depth interviews, we investigate how these influencers perform sharenting labour, which is the labour involved in commodifying and monetising the sharing of parental experiences. We posit that through this labour, father influencers contribute to early attempts at translating the new discursive territory of involved fatherhood into mainstream commercial representations. Sharenting labour has the potential to shift discourses on masculinities, lending more legitimacy to male parental caregiving activities.

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Masculinising domesticity: an investigation of men’s domestic foodwork

Cited by 21 publications

References 49 publications

From Mundane to Socially Significant Consumption: An Analysis of How Foodie Identity Work Spurs Market Formation

From Mundane to Socially Significant Consumption: An Analysis of How Foodie Identity Work Spurs Market Formation

Masculinity and the sociality of cooking in men’s everyday lives

#dadtribe: Performing Sharenting Labour to Commercialise Involved Fatherhood

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