“I AM MY OWN BOSS”: construction of the entrepreneurial self, consumption and masculinity in the hype context

Abstract

This article brings a part of a master’s research, of an ethnographic character, which seeks to analyze the constructions of masculinity and social distinction through the consumption of clothing. Using more canon bibliographies in gender studies on masculinity and consumption, more precisely Kimmel’s notions of Self-Made Men and Nikolas Rose’s image of the entrepreneurial self, we seek to discuss how there is a relationship between consumption and the performance of the identity of women. genre. Concluding, therefore, that these men establish among themselves based on clothing (their negotiation spaces, the way they relate to each other in the group and outside it) and the need for men to also place themselves as entrepreneurs in this environment of sociability and consumption.