The catharsis of male consumption: Reimagining masculinity in India

Arindam Das, Himadri Roy Chaudhuri and Paromita Goswami

Journal of Consumer Affairs, 2023, vol. 57, issue 1, 4-35

Abstract: Research on alternate masculinity from India that emphasize consumption and consequent subjective well‐being (SWB) is primarily about gay men. However, our research points to different marginal masculinity, alternate consumption, and consecutive SWB. The present study uses in‐depth interview methods to uncover the “marginal” masculinity of a group of urban, upper‐middle‐class, heterosexual Indian men. We probe their consumption as a part of their identity project referred to as cathartic. Such consumption leads to a sense of high subjective consumer well‐being amidst an otherwise patriarchally defined Indian consumptionscape. This almost fledgling group of men relates itself to the shifting world order of normative masculinity, denounces the patriarchal norms, betrays the cause of male privilege, empathetically responds to the paradigms of femininity, accepts the fall of hegemonic forms of masculinity, and is sensitive toward “others” and ecological/sustainability issues. We further argue that this “cathartic masculinity,” as evident through their consumption, may impact the fledging gender‐fluid marketplace of tomorrow.

Date: 2023
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