Year: 2015
Type: article
Abstract: This ethnography examines the motivations behind the dress habits of Chinese university students studying at a Midwestern university in the United States.Symbolic consumption and self-discrepancy were implemented in the research design.Seven participants completed a demographics questionnaire and in-depth interviews designed to shed light on the relationship between identity, norms, and masculinity in the construction of the dress and behavior habits of university males.Differences in the construction of identity, masculinity, and the symbolism of dress-related goods were examined through the participants" contributions.An index was also be administered which measured participants" conformity to (western) masculine norms.The results of the study indicated that the majority of the participants reported altering their dress in order to conform to masculinity norms.The majority of participants associated muscularity, casualness of dress, and athletic clothing as accepted masculine norms at Ohio University.
Author: Kaleb J. Martin
Institution: Ohio University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2612010556