Significados construidos frente a la masculinidad en el consumo de productos de higiene y cuidado personal en hombres, con edades entre 25 y 55 años de la ciudad de Bogotá

Abstract

This degree work aimed to recognize the meanings built against the consumption of hygiene products and personal care in men aged between 25 and 55 years of the city of Bogotá. The method used was the phenomenological, allowing through life histories to understand the lived experiences of consumption practices, habits, rituals and personal experiences, based on the meaning and meaning of masculinity in the use of this type of products. This document makes a journey through the meanings and what represents the construction of identity from the use of hygiene products and personal care, which is linked to the experiences lived throughout the life of the participants. The results obtained allowed to evidence the formation of stereotypes, which start from the ideal that men have with respect to their idols in advertising, or related referents, which has allowed to give the sense in the construction of the self since they are referring in terms of What you want to achieve both aesthetically and behaviorally. Such stereotypes are the ideal beauty construct promoted by the media in order to look and feel good about themselves and their bodies.