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Negotiating masculinity and work in the supermarket
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Human Work Science.
2014 (English)Conference paper, Presentation (Refereed)
Abstract [en]

Drawing on an ethnographic study of one Swedish supermarket, this paper explores negotiations of masculinity and retail work. It examines the ways in which two young men allocated to the fruit and vegetable department constructed their gender identity as well as their work tasks, when describing their job. Preliminary findings: 1) By emphasizing the artistic aspects of arranging the products, the men were able to ‘map´ their work tasks onto their sense of themselves in accordance with a specific form of subcultural masculinity: 2) When describing their work tasks as creative, the men disassociated themselves from the general development of standardization in the supermarket: 3) Notions of fruit and vegetable work as particularly demanding was sanctioned by the organizing of work as the two men were exempted from the requirement to help with the stocking on other section. Conclusions: 1) in the supermarket service work and masculinity was co-constructed not only through the identity of workers, but also as part of organizational practices, and 2) despite the general standardization, spaces of exception, in which in particularly male workers could enjoy and be associated with more motivating tasks still existed.

Place, publisher, year, edition, pages
2014.
Research subject
Human Work Science
Identifiers
URN: urn:nbn:se:ltu:diva-34662Local ID: 8ebd4b71-b544-4ca8-a603-d772f8b30340OAI: oai:DiVA.org:ltu-34662DiVA: diva2:1007913
Conference
Emerging ideas in masculinity research : Masculinity studies in the North 04/06/2014 - 06/06/2014
Note
Godkänd; 2014; 20141203 (krijoh)Available from: 2016-09-30 Created: 2016-09-30Bibliographically approved

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