Sociologist Zygmunt Bauman explains in his book Liquid Modernity that, in the shift from the manufacturing economy to the cognitive economy, men lost their social role as producers and providers, while women shifted away from being caretakers, and both became consumers. However, Bauman missed that traditional gender norms make taking an identity as “consumers” less attractive to men since men, perhaps influenced by psychological differences in attitudes around money, tend to spend less than women on “frivolous” items such as clothing or entertainment. Feminist messages, such as those seen in books like Lean In and the “girlboss” trope, empowered women to take pride in their role as employees and in business. Likewise, traditional roles as caretakers have not actually been rejected to a large extent, leaving women with many avenues to personal satisfaction while also abandoning men “in crisis.”
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Sociologist Zygmunt Bauman explains in his book Liquid Modernity that, in the shift from the manufacturing economy to the cognitive economy, men lost their social role as producers and providers, while women shifted away from being caretakers, and both became consumers. However, Bauman missed that traditional gender norms make taking an identity as “consumers” less attractive to men since men, perhaps influenced by psychological differences in attitudes around money, tend to spend less than women on “frivolous” items such as clothing or entertainment. Feminist messages, such as those seen in books like Lean In and the “girlboss” trope, empowered women to take pride in their role as employees and in business. Likewise, traditional roles as caretakers have not actually been rejected to a large extent, leaving women with many avenues to personal satisfaction while also abandoning men “in crisis.”