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Transgresser Les Normes De La Masculinité Hégémonique Par La Consommation : Le Cas Du Maquillage

Author

Listed:
  • Alicia Lefrancois

    (CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne)

  • Sophie Changeur

    (CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne)

Abstract

Cette étude qualitative exploratoire vise à mieux comprendre les expériences de consommation transgressives des normes de genre. Nous étudions le cas de masculinités françaises qui se maquillent et la manière dont celles-ci appréhendent, vivent et négocient cette pratique de consommation ainsi que le projet dans lequel elle s'insère. Notre objectif est de comprendre l'expérience de ces masculinités françaises engagées dans une pratique de consommation transgressive des normes de genre. Pour ce faire, des récits de vie sont menés auprès de masculinités françaises actuellement ou anciennement consommateurs de maquillage. Une analyse thématique ainsi que l'analyse du storytelling en marketing (Chautard et Collin-Lachaud, 2019) sont utilisées pour identifier les thèmes et "récits dans le récit". Puis, la méthode des incidents critiques (Flanagan, 1954) est employée pour identifier les variables de la transgression des normes de genre. Ce travail éclairera l'industrie cosmétique et le marketing quant à la consommation des certaines masculinités françaises qui transgressent les normes de genre par la consommation et renseigne la discipline sur la manière de mobiliser le concept de transgression tant du point de vue stratégique qu'opérationnel.

Suggested Citation

  • Alicia Lefrancois & Sophie Changeur, 2022. "Transgresser Les Normes De La Masculinité Hégémonique Par La Consommation : Le Cas Du Maquillage," Post-Print hal-03958042, HAL.
    • Handle: RePEc:hal:journl:hal-03958042
    Note: View the original document on HAL open archive server: https://hal.science/hal-03958042
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    References listed on IDEAS

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    1. McNeill, Lisa S. & Douglas, Katie, 2011. "Retailing masculinity: Gender expectations and social image of male grooming products in New Zealand," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 448-454.
    2. Eric J. Arnould & Craig J. Thompson, 2005. "Consumer Culture Theory (CCT): Twenty Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 868-882, March.
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    More about this item

    Keywords

    transgression; normes de genre; masculinité hégémonique; masculinités; pratiques de consommation transgressives;
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