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Making Up Difference Selling Ecuador
Globalization and economic restructuring have decimated formal jobs in constructing countries, pushing galore women into informal employment such as direct syndication of cosmetics, perfume, and other personal care productions as a way to "make up the difference" among 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 retail 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 lot of use direct syndication as portion of a set of household survival strategies.
In this original in-depth study of a cosmetics direct syndication institution in Latin America, Erynn Masi de Casanova explores women's identities as workers, including their juggling of paid work and domestic responsibilities, their ideas when it comes to professional appearance, and their schemes for gathering cash from customers. Focusing on women who work for the country's leading direct selling organization, she offers arousing and attention holding portraits of the daily lives of women syndication personal care merchandise in Ecuador's greatest 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 manufacturing 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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