La persona como eje de la Responsabilidad Social Corporativa

The question I have developed for this thesis draws upon the potential tension between traditional and emerging forms of masculinities, as men negotiate a move away from a physical performance in the work place focused upon the virtues of strength, courage and overt power, towards a ‘performance of appearance’ within contemporary work places. I further draw upon the intrinsic value of the exterior aesthetic as providing men with an alternative platform from which power, within contemporary work places, may be assumed. Yet, this possibly more refined practice of being a man will not be ascertained without overcoming obstacles or barriers, through which men must negotiate their way to reinstate their dominance within the changing environments in which they now work. The following question, therefore, provided a starting point from which the website analysis into this field of research could be performed:

Q. How do the male appearance medicine websites negotiate the tension between traditional masculine identities associated with physical work place performances and the emergence of a masculinity founded upon a ‘performance of appearance’; with particular reference to the comfort offered to men to allay potential fears and anxieties when undertaking appearance medicine treatments?

The literature on men, masculinities and their association with appearance medicine is currently evolving in terms of sociological academic research, therefore, my study is located within a relatively new field of enquiry. The idea that formed the foundation of this research came to fruition, having observed my husband have little choice in moving from the industrialisation of engineering to the interactive, service based telecommunications market, and the aesthetic transformation undertaken by him in this move. Therefore, my research is motivated by this lived and shared experience.

44 In order to address my research I have implemented a qualitative research approach to my work, to ensure the acquisition of relevant data to inform an understanding of the issues present within men’s contemporary lived experiences.28 Using the web as my means of enquiry, and the attainment of relevant data being key to my academic enquiry into this field, I utilised a qualitative web content analysis approach to data collection.

Sample

In order to obtain the most relevant data for my study I utilised the theoretical sampling technique. Theoretical sampling is a methodological approach used to select data in order to develop an understanding of a particular field of investigations, and is particularly suited to emerging fields of academic research (Draucker, Martsofl, Ross & Rusk, 2007). This sampling method is both relevant and useful when related to the emerging masculine appearance medicine market, as it is informed by evolving theory and emerging trends (Strauss, 1987). Theoretical sampling allowed me to select the male beauty websites which would clearly inform my research, with a focus upon men’s participation in appearance medicine treatments. My intent, therefore, was to explore the discursive construction of the websites and the manner in which they negotiate the paradox between traditional hegemonic practices and the emergence of a new appearance focused masculinity.

Being mindful of the exploratory nature of this research, I intentionally implemented an open sampling theoretical technique, through which I consciously identified the websites of both interest and relevance to my research. This intentional methodological strategy allowed me to not only generate conceptual theories from a sociological perspective, but also allowed a degree of reflexivity in my practice as a researcher. In this instance, my reflexive practice allowed me to quickly assess each website highlighted as being of potential interest, for relevance to my study, and discarded if it did not meet my specified criteria.

28

Qualitative research aims to gather an in-depth understanding of a particular phenomenon or human behaviour (Bowling, 2002).

45 In structuring my research I decided upon the use of two search engines (Google and Yahoo) as dynamic platforms from which I could reflexively, and in a bidirectional manner, analyse website content to ensure it met the needs of my research. Bidirectional reflexivity, in sociology, is useful as a tool whereby self-reference and examination of data can affect the outcomes, through a continuing strategy to review and realign actions. My use of bidirectional reflexivity enabled me to analyse, modify and refine the research criteria and phrases as a constant process, with amendments being made as appropriate. This resulted in the most suitable websites being identified. With regard to the search engines, I used Google because it is known as being the most reliable for producing relevant search results on a global basis and offers specialist advanced search options (Consumersearch, 2009). I chose Yahoo, a less sophisticated search engine, due to its capability of also providing relevant data for research purposes (Consumersearch, 2009).

In order to conduct my web search I created a list of carefully considered phrases which, due to my prior knowledge and interest in this field, encompassed the multi- faceted nature of the masculine appearance medicine industry, masculinities as an academic field and the masculine body as a project (Appendix A). My list of appropriate key words were entered into both the Google and Yahoo search engines, with a return of 31 websites, 22 from Google and nine from Yahoo.

Now, using bidirectional reflexivity, I reassessed and modified my key words and phrases to reduce the sample size and, as such, implemented a second tier search. The second search was again conducted through both search engines, with the purpose that each previously identified website must meet all criteria highlighted in Appendix B. This second search yielded seven websites, all of which met the set criteria, and I deemed suitable for inclusion in my research. The websites are as follows:

1. Destination for Men: Retrieved 1 March, 2011, from

http://www.destinationformen.com.au/about/htm

2. Face of Man: Retrieved 7 March, 2011, from

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3. Kiora Medi-Spa: Retrieved 19 March, 2011, from

http://www.kiora.com.au/male-day-spa-melbourne.asp

4. Maschio Grooming: Retrieved 9 March, 2011, from http://www.Maschio-

grooming.co.uk

5. Planet Man Grooming Lounge: Retrieved 2 March, 2011, from

http://planetmangroominglounge.co.uk

6. The Refinery: Retrieved 28 March, 2011, from http://www.the-

refinery.com/treatments/hair-removla.html

7. Trampas: The men’s room: Retrieved 23 March, 2011, from

http://www.Trampas.co.uk

These websites now constitute the basis of my research into the masculine appearance medicine market. They provide a wealth of fascinating information from which I draw out the relevance to contemporary masculine practices. It must be noted, however, that I drew my analysis at the times indicated above, and by the nature of website content, these websites may be subject to change.