Domestic Dudes: The story of a new consuming class

This paper examines a new worldwide consuming male class that has arisen since the turn of the millennium: that of the 'Domestic Dude'.

Domestic Dudes: The story of a new consuming class

Sandeep Dutta


Once upon a time there was a clear and sharp divide between the men's and women's world. Masculine identity was defined as a hegemonic one, the man having a paid job in the public sphere, allowing him to provide economic resources for the family, to

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