Masculinity, consumerism, and appearance: a look at men's hair

Historically, being concerned about appearance was stereotypically associated with women. Now masculinities too have become embedded in appearance norms. Consequently men too are increasingly concerned about their appearance. Via interviews with 14 Canadian men, the role of hair in self-identification and both satisfaction and dissatisfaction with appearance is examined. Emergent themes suggest that masculinity and appearance are increasingly intertwined, and consumer culture cultivates a climate that encourages men to view their appearance as something worthy of investment. Findings suggest that men are concerned about their appearance-specifically their hair-and that there is a relationship between masculinity, appearance, and self-identification. Findings are discussed within theories of masculinity and consumerism.