Beard-Grooming Brands and Products as Representation of Masculinity
Résumé
This chapter details how the lumbersexual masculinity, which beard-grooming brands build through marketing, participates in its own way in repositioning young white upper-and middle-class men in a context of large shifts in contemporary patriarchy and late capitalism. The question that underscores this study is whether the kinds of masculinity supported by beard-grooming brands works in ways that challenge or perpetuate gendered systems of inequalities.