Coisa de macho: representações de masculinidades em uma barbearia curitibana

Abstract

My goal in this dissertation is to expose the imbrications between material culture and gender relationships by approaching the construction of depictions of masculinities at store environments designed exclusively for male customers. The scope of study is centered on the advertising and interior design projects of Barbearia Clube, opened in Curitiba in 2007. The planning of these projects hinged on a masculinity ideal called “classic man”, presenting features such as “manly”, “traditional” and “with no frills”, which became the foundation for the development of the barber shop’s communication signs and decoration. The analysis of the advertising and interior design projects is carried out through statements obtained in interviews with the persons involved in the projects, the assessment of images applied in Barbearia Clube advertisement pieces, as well as images obtained by photographic process in visits to the premises. With this analysis I aim to expose the social construct character from gender prescriptions as well as the fundamental role of artifacts in the construction of subjects and their identities.