Science study from Hooters: ‘An Ethnography of Breastaurant Masculinity’

The present study is based on a 2-year participant-observer ethnography of a group of men in a “breastaurant” to characterize the unique masculinity features that environment evokes. Currently, whereas some research examines sexually objectifying restaurant environments regarding their impacts upon women in those spaces, no known scholarly attention has been given to men and masculinities in these environments. Through thematic analysis of table dialogue supplemented by brief unstructured interviews, I identify four major and one minor theme of “breastaurant masculinity” as distinctive to that environment. These include sexual objectification, sexual conquest, male control of women, masculine toughness, and (as a minor theme) rationalizations for why men frequent breastaurants. Following recent trends in masculinities research, my study interprets the breastaurant as a type of male preserve that erects a local pastiche hegemony in which these themes gain protected status. It also theorizes that the unique interactive environment of the breastaurant between (mostly) male patrons and attractive female servers who provide heterosexual aesthetic labor to the patrons, primarily in the form of ersatz sexual availability, produces these masculinity features. Given their current rapid expansion and popularity within masculine subcultures, the breastaurant therefore becomes an important site for critical masculinities research. Practice implications are discussed for management and counseling professionals who aim to improve outcomes in social and professional situations for both women and men.

Published here:

(paywalled, $39.95, which would be better spent at Hooters, I think)

The journal:

Sex Roles  – A Journal of Research

ISSN: 0360-0025 (Print) 1573-2762 (Online)


Sex Roles: A Journal of Research is a global, multidisciplinary, scholarly, social and behavioral science journal with a feminist perspective. It publishes original research reports as well as original theoretical papers and conceptual review articles that explore how gender organizes people’s lives and their surrounding worlds, including gender identities, belief systems, representations, interactions, relations, organizations, institutions, and statuses.

The range of topics covered is broad and dynamic, including but not limited to the study of gendered attitudes, stereotyping, and sexism; gendered contexts, culture, and power; the intersections of gender with race, class, sexual orientation, age, and other statuses and identities; body image; violence; gender (including masculinities) and feminist identities; human sexuality; communication studies; work and organizations; gendered development across the life span or life course; mental, physical, and reproductive health and health care; sports; interpersonal relationships and attraction; activism and social change; economic, political, and legal inequities; and methodological challenges and innovations in doing gender research.

The journal also publishes invited book reviews that address gender-relevant topics.

via Watts Up With That?

October 6, 2018 at 11:35AM

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