PurposeThis paper aims to explore how marketplace-enabled performances help reconstitute masculinity in the context of transnational mobility.Design/methodology/approachGrounded in consumer acculturation theory, this paper draws on theories of gender performance to inform a hermeneutic analysis of depth interviews with skilled migrant men.FindingsTo navigate experiences of emasculation, participants performed three remasculation strategies: status-based hypermasculinity, localised masculinity and flexible masculinity.Research limitations/implicationsThis study offers insights for the design of migrant settlement policy. Further research should investigate the remasculation strategies of low resource migrant men.Originality/valueThis paper makes two contributions to theories of gendered acculturation. First, while studies of acculturation as a gendered performance have shown how marketplace resources support the gendered identity projects of female migrants and the children of migrants, this paper provides the missing perspective of skilled migrant men. Beyond acting as “resistant” cultural gatekeepers of their family members’ gendered acculturation practices, first-generation migrant men emerge as creative, agentic and skilled negotiators of countervailing gender regimes. Second, transnationally dispersed families, migrant communities and country of origin networks emerge not only as acculturating agents which transmit gender regimes but also as audiences which enable the staging of remasculating performances.
European Journal of Marketing – Emerald Publishing
Published: Jul 11, 2017