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Making Up Difference Selling Ecuador 2
Globalization and economic restructuring have decimated formal jobs in formulating countries, pushing a great deal of women into informal employment such as direct retail of cosmetics, perfume, and other personal care merchandise as a way to "make up the difference" amidst household income and expenses. In Ecuador, with it is persistent economic crisis and few prospects for financially and personally rewarding work, women more and more choose direct marketing as a way to earn income by activating their social networks. While few women earn the cars and trips that are iconic prizes in the direct marketing organization, a great deal of use direct merchandising as percentage of a set of household survival strategies.
In this firstborn in-depth study of a cosmetics direct selling institution in Latin America, Erynn Masi de Casanova explores women's identities as workers, including their juggling of remunerated work and domestic responsibilities, their ideas regarding professional appearance, and their systems for gathering cash from customers. Focusing on women who work for the country's leading direct retail organization, she offers arousing and attention holding portraits of the each and everyday lives of women marketing personal care productions in Ecuador's biggest city, Guayaquil. Addressing gender relations (including a look at men's direct and indirect involvement), the importance of image, and the social and economic context of direct selling, Casanova challenges assumptions that this kind of flexible employment resolves women's work/home conflicts and offers an essential new perspective on women's work in devising countries.
About the AuthorERYNN MASI DE CASANOVA is Assistant Professor of Sociology and a Faculty Affiliate of the Women's, Gender, and Sexuality Studies Program at the University of Cincinnati. She has been conducting exploration in Ecuador for a decade, and her work has been published in journals such as Gender & Society, Women's Studies Quarterly, and Latino Studies.
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