Cooking as leisure time : capital and gender identity : the experience of female entrepreneurs in Malta

Abstract

This research intends to explore gender identity, and the negotiation of such identity in relation to capital (economic, social and symbolic). The aim of this particular study is to see how female entrepreneurs in Malta utilise their work experience, status and capital to assert their entrepreneurial status in relation to what it seems to be a woman and also coming from a working-class background. The method used in this research is the case study. Case studies are popular among anthropological studies since these provide in depth analyses of particular groups of people and situation(s). Tools I have used to attain the necessary information for this research included tape-recorded interviews, since certain illustrations could only be attained if I specifically asked for them. I also elicited life histories, discourse on gender, discourses on success, and the relationship and marketing strategies with clients and also with competitors. This research, which analyses two female entrepreneurs' life histories and their business practices, can in some way be regarded as one case study. It takes into account the importation of beauty products by Roberta's firm 'Beauty First Imports', the methods used by Roberta to survive in the business, through strategies and capital to assert domination on both her clients and her workers, and goes into the task of the distribution of 'beauty', that is, the actual services and products sold on the market. This where Karen comes in, with her beauty salon: the relationship between Karen and Roberta, and Karen and her clients will be explored later. And therefore we can speak of a case study that takes into account the importation of products, the stage where we analyse how this business is not just maintained but also expanded, and the distribution of ‘beauty’ to customers.