PERFORMATIVE MALE MEMES: CHALLENGING THE AUTHENTICITY OF CONSUMERS IDENTITY PROJECTS REINFORCING GENDER STEREOTYPES

Samuel Haddad-Bacry and Alexandre Nassar ()
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Samuel Haddad-Bacry: LAB IAE Paris - Sorbonne - IAE Paris - Sorbonne Business School
Alexandre Nassar: IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel

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Abstract: This article analyses the rise of "performative male" memes depicting men posing as feminists through consumption. Using gender performativity and consumer identity theories, a netnographic study shows how parody exposes tensions between feminist expectations and authenticity fears, shaping masculine identity projects, consumption choices, and sometimes reinforcing gender norms in culture.

Keywords: Performative male; Gender performativity; Consumer identity projects; Meme culture; Netnography (search for similar items in EconPapers)
Date: 2026-06-30
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Published in CCT 2026 - Consumer Culture Theory, Jun 2026, Kyoto, Japan

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05575029

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