Masculinity and symbolic consumption among black African consumers: an interpretive study

Abstract

Purpose Despite the plethora of scholarship outputs on masculinity showing it as a fertile research domain, there are noteworthy lacunae on the topic especially in relation to its dynamics among ethnic minority groups. Accordingly, this paper aims to address masculinity and symbolic consumption among Black African consumers in the UK. Design/methodology/approach The study is interpretive in nature with the use of in-depth interviews conducted with 20 participants in London and the data analysis follows the grounded theory orientation. Findings It shows masculinity-oriented categorisations of market offerings but with an incidence of cultural tension. It suggests the prevalence of symbolic consumption among participants as demonstrated in their quest for admiration and commendation about their consumption and how masculinity is communicated. A new masculinity typology emerged from the study which depicts men in this context as falling into four categories of gay, conservative, contemporary and men on acme. Originality/value The study unpacks issues around masculinity, and multiculturalism, and proposes a novel typology on the topic vis-à-vis the discourse on segmentation, targeting and positioning strategy.

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