Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Study on the Distinguishing Characteristics of Middle-aged Male CEO's Appearance Management using Class Theory Bourdieu's

부르디외의 계급이론을 이용한 중년 남성 CEO의 외모관리에서 나타나는 구별짓기 특성에 관한 연구

  • Eun, Kwang Hee (Dept. of Fashion Industry, Sungshin Women's University) ;
  • Mun, Yunkyeong (Dept. of Fashion Industry, Sungshin Women's University)
  • 은광희 (성신여자대학교 의류산업학과) ;
  • 문윤경 (성신여자대학교 의류산업학과)
  • Received : 2019.11.10
  • Accepted : 2019.12.27
  • Published : 2019.12.31
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Abstract

This study investigated the appearance management aspects of middle-aged male CEO's based on Bourdieu's class theory. We conducted in-depth interviews with male CEOs in their 40s and 50s to understand the characteristics of appearance management in terms of economic, cultural and social capital. We found that they acquire educational capital based on their parents' economic capital and form their own cultural capital as adults. They had the characteristics of Petit Brujois, which aimed for a higher class. The characteristics of differentiation based on appearance management identified three results came from solidifying one's class position: clothing management, diversifying and upgrading appearance management, and pursuing their own ideal image. The influence of social network and cultural capital was also observed in appearance management. This study explored the characteristics of discriminatory appearance management through an in-depth study of middle-aged male CEOs as well as contributed to understanding the context of capital and appearance management by applying Bourdieu's class theory. In addition, this study provides basic data that can be referred to a design and marketing direction for the men's clothing market by providing information on male consumers with high purchasing power.

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References

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