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Making up the difference : women, beauty, and direct selling in Ecuador
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eBook
Making up the difference : women, beauty, and direct selling in Ecuador
2011
Overview
Globalization and economic restructuring have decimated formal jobs in developing countries, pushing many women into informal employment such as direct selling of cosmetics, perfume, and other personal care products as a way to make up the difference between household income and expenses. In Ecuador, with its persistent economic crisis and few opportunities for financially and personally rewarding work, women increasingly choose direct selling 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 selling organization, many use direct selling as part of a set of household survival strategies. In this first in-depth study of a cosmetics direct selling organization in Latin America, Erynn Masi de Casanova explores womens identities as workers, including their juggling of paid work and domestic responsibilities, their ideas about professional appearance, and their strategies for collecting money from customers. Focusing on women who work for the countrys leading direct selling organization, she offers fascinating portraits of the everyday lives of women selling personal care products in Ecuadors largest city, Guayaquil. Addressing gender relations (including a look at mens 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 womens work/home conflicts and offers an important new perspective on womens work in developing countries.
Publisher
University of Texas Press
Subject
ISBN
9780292723863, 0292723865
