Science study from Hooters: ‘An Ethnography of Breastaurant Masculinity’

This is an actual paper, published in a peer reviewed journal. I wouldn’t call it science, when it’s actually some sort of strange rant like something from a SJW. And what the hell is a “breastaurant”? Hooters maybe? Yep, I had to look it up.

breastaurant is a restaurant that has skimpily-dressed female waiting staff. The term “breastaurant” dates from the early 1990s, around the time that the restaurant chain Hooters became popular in the United States.

So now people are conducting “research” in Hooters.

h/t to Willie Soon.

An Ethnography of Breastaurant Masculinity: Themes of Objectification, Sexual Conquest, Male Control, and Masculine Toughness in a Sexually Objectifying Restaurant

  • Richard Baldwin

The present study is based on a 2-year participant-observer ethnography of a group of men in a “breastaurant” to characterize the unique masculinity features that environment evokes. Currently, whereas some research examines sexually objectifying restaurant environments regarding their impacts upon women in those spaces, no known scholarly attention has been given to men and masculinities in these environments. Through thematic analysis of table dialogue supplemented by brief unstructured interviews, I identify four major and one minor theme of “breastaurant masculinity” as distinctive to that environment. These include sexual objectification, sexual conquest, male control of women, masculine toughness, and (as a minor theme) rationalizations for why men frequent breastaurants. Following recent trends in masculinities research, my study interprets the breastaurant as a type of male preserve that erects a local pastiche hegemony in which these themes gain protected status. It also theorizes that the unique interactive environment of the breastaurant between (mostly) male patrons and attractive female servers who provide heterosexual aesthetic labor to the patrons, primarily in the form of ersatz sexual availability, produces these masculinity features. Given their current rapid expansion and popularity within masculine subcultures, the breastaurant therefore becomes an important site for critical masculinities research. Practice implications are discussed for management and counseling professionals who aim to improve outcomes in social and professional situations for both women and men.

Published here: https://link.springer.com/article/10.1007/s11199-018-0962-0

(paywalled, $39.95, which would be better spent at Hooters, I think)

The journal:

Sex Roles  – A Journal of Research

ISSN: 0360-0025 (Print) 1573-2762 (Online)

Description

Sex Roles: A Journal of Research is a global, multidisciplinary, scholarly, social and behavioral science journal with a feminist perspective. It publishes original research reports as well as original theoretical papers and conceptual review articles that explore how gender organizes people’s lives and their surrounding worlds, including gender identities, belief systems, representations, interactions, relations, organizations, institutions, and statuses.

The range of topics covered is broad and dynamic, including but not limited to the study of gendered attitudes, stereotyping, and sexism; gendered contexts, culture, and power; the intersections of gender with race, class, sexual orientation, age, and other statuses and identities; body image; violence; gender (including masculinities) and feminist identities; human sexuality; communication studies; work and organizations; gendered development across the life span or life course; mental, physical, and reproductive health and health care; sports; interpersonal relationships and attraction; activism and social change; economic, political, and legal inequities; and methodological challenges and innovations in doing gender research.

The journal also publishes invited book reviews that address gender-relevant topics.

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John Brisbin
October 6, 2018 11:02 am

I checked the entire thing since it was free to me.

16 pages and not a single picture. Not even a suggestive Bell Curve.

RACookPE1978
Editor
Reply to  John Brisbin
October 6, 2018 12:04 pm

Sixteen pages about a “breastaurant.”
And not even one pinup.

16 pages complaining about “masculine aggression”, but not one reference to the dozens of men chemically burned during subway attacks by a woman pouring bleach on their laps – because they were quietly sitting with their knees apart.

D. J. Hawkins
Reply to  John Brisbin
October 6, 2018 12:09 pm

A pity. I was hoping for a bi-modal distribution.

Crispin in Waterloo
Reply to  D. J. Hawkins
October 6, 2018 7:26 pm

I thought you’d identify a bimodal strange attractor.

DiogenesNJ
October 6, 2018 11:25 am

Where do I sign up to participate in field work on this?

Mark Fraser
Reply to  DiogenesNJ
October 6, 2018 11:56 pm

Never been, but willing to go as an observer. So long as no women check out my butt.

Earthling2
October 6, 2018 11:27 am

I am definitely applying for a grant to study this in much more close detail. The breastaurant represents an opportunity to study elevated CO2 levels, and the rate of consumption of oxygen in a closed defined area that can be controlled and deeply examined through the visual cortex. Specifically, by measuring humidity levels in relation to CO2 and O2, along with testing of temperatures before and after consumption of food/alcohol and as time proceeds over the night just how much the ‘carbon’ levels go Up, oxygen is depleted, relative humidity and temperatures increase…this should give a very precise picture.

RayG
October 6, 2018 11:32 am

Richard Feynman used to spend afternoons writing in a topless bar near the Cal Tech campus because he would not be interrupted. The doubters among you will find mention of this in his very entertaining book Surely You’re Joking Dr. Feynmann.” I wonder if he had a grant that paid for his beer?

btw, Surely You’re joking Dr. Feynman is a very entertaining book, highly recommend.

Reply to  RayG
October 6, 2018 11:50 am

Feynman was famous among his peers of the day for wanting to “T” bars and drink when they attended physics conferences, dragging his associates and post-docs with him. But that was the 1960’s and 1970’s after he’d earned his Nobel.

Today of course, the Left would use revisionism to label him a toxic old white guy were he still alive. Apparently you can’t do great physics and command a superior analytic intellect unless you have the morals of a Catholic PriestMarxist-Leninist…. Antifa street thug… oh I give up.

Geoff Sherrington
Reply to  Joel O'Bryan
October 8, 2018 3:55 am

In the mid 70s some male engineer employees and I made a number of visits from Australia to the Stanford area of California, near the linear accelerator, SLAC. Not wanting to be seen SLAC, we always visited a topless bar named ‘The Other Ball” to gain scientific inspiration by mixing with female Uni of California undergrads with nice qualifications. Not surprised to hear Feynman did similar.
Ring any bells, Pat Frank? Geoff

MAKAY
Reply to  RayG
October 6, 2018 11:59 am

RayG,

I am not joking.

Anddon’t call me Shirley

Yours,

RF

Reply to  RayG
October 7, 2018 6:55 am

I have read the book, as well as his other autobiography whose name escapes me. Among his other antics (if my porous mind recalls correctly), he waited too long to reserve a hotel room when receiving his Nobel, and ended up staying at a facility that normally rented rooms by the hour. Evidently, both he and the, um, working staff, enjoyed the situation immensely. He also testified for a local t-bar that some were trying to shut down. When asked if he didn’t agree that it violated community standards, he replied (perhaps not exactly in these words), “I’m not exactly sure what the community standards are, but I’ve seen most of the men in the community in there.”

If you haven’t read his books, you owe it to yourself to do so.

Tom Abbott
Reply to  Jtom
October 7, 2018 8:25 am

” “I’m not exactly sure what the community standards are, but I’ve seen most of the men in the community in there.”

That’s funny! 🙂

MangoChutney
October 6, 2018 11:52 am
PaulH
October 6, 2018 11:55 am

There is something I like about this, but I can’t put my finger on it.

Jeff Alberts
Reply to  PaulH
October 6, 2018 12:28 pm

Try using both hands, might get more of a feel for it.

DonS
Reply to  Jeff Alberts
October 6, 2018 11:13 pm

Especially the specific gravity of counter-rotating mammaries.

Reply to  DonS
October 8, 2018 7:23 am

The proper field of study for this is physics. It is a study of independent harmonic oscillation.

Dave O.
October 6, 2018 12:30 pm

This is certainly worthy of publication since it uses the word “objectifying” in a sentence.

Peta of Newark
October 6, 2018 12:59 pm

Bit of a shame it’s a fake, but still nice to see Monty Python is alive and well

In actual fact, it *is* a lot to do with my research into AGW which, some have gathered, involves me throwing myself around the country in my little VW Caddy. Burning dat durty deezal while I still can.

It goes like:
Whatever Climate Change there is going on is primarily due to soil erosion. UHI fits in there also but cities are very small compared to everywhere. Its just a shame that’s where the thermometers are.

Soil erosion being the removal/disappearance of the soil itself (think brown/yellow/orange floodwater) but also the gradual disappearance of the micro-nutrients from within the soil.
So, how to record/measure that?

By looking for the effect the resulting lack of micro-nutrients has on the critters that eat the food grown in eroding soil.
That’s us basically.

Vitamin A deficiency anyone.
Also how chromium is implicated in diabetes, iodine in thyroid/growth disorders, selenium possibly in cancer but certainly as I knew about its shortage = White Muscle Disease in cattle.
Also copper – plenty to do with the immune system, and how many immune disorders have we got now 200+ maybe.

Hence my ‘research’ = visiting lots of places and assessing how ‘rich’ they are. Just look at the houses, how well kept the city centre, the cars people drive etc etc. You know what I mean.

Then look at the people.
In part this follows my experience of keeping livestock in that they have an innate knowledge of what to eat. If they are missing a particular nutrient, they may start eating dirt, or thistles, or twigs/leaves out of trees. They sometimes did do the weirdest things.

OK – assume we have something similar inside us. I assert constantly that children do and why they hate vegetables.
A brilliant one was from a black-white newsreel of the first banana-boat arriving in England after the rationing of WW2. A small child who’d never ever seen a banana was given one and proceeded to start eating the whole thing. Peel and all.
The news reader then encouraged everyone to laugh (as the child’s mother snatched the fruit away) by scolding the child about ‘peeling the thing first’
And what are we told now?
That banana skin/peel is probably even more nutritious that what’s inside.

Back to the rich people – they will eat what their bodies tell them to eat. And they will do that because they can afford to. They can afford to look after themselves without really realising it.

The poor people cannot. They will be stuck eating the same old same old cheap as chips rubbish all the time.
And there you see it. Girls are short and fat. They are always bad tempered with their small children and partners. They will have red blotchy skin. Lank hair. Permanently engrossed inside their mobile phones – lacking self confidence. The High Street will be full of ‘Beauty Salons’ If they have jobs, they will not be ‘brain surgeons’, shall we say.

The cheapest of the cheap food is always the carbohydrate.

Honesty time question, which 2 countries seem to be ‘most obsessed’ by Climate Change.
Make your best guess then click the link…..

https://www.bbc.co.uk/news/business-45559594

So it is AGW. Anthropogenic – yes= Human caused BUT,
It Is All In The Mind.
Climate Change is not a real thing. It is the b@stard child of fevered, nutrient deprived brains & minds.

And a good place to research that is where the people meet and interact= pubs, cafes and restaurants.

gnomish
Reply to  Peta of Newark
October 6, 2018 5:38 pm

that ‘bucket of seething chemicals’ meme is what was used to evade personal responsibility.
it also induced an industry of psychotropic treatment.
it’s really a reboot of the greek humors.
such a rerun….
dietary religions are just chock full of taboo.
and dietary religion evangelists are full of recycled food.

Björn
October 6, 2018 1:10 pm

It is one of the 20 fake papers that were submitted to journals in the sting operation that a post here on WUWT talked about 2 days ago.

go to
https://areomagazine.com/category/features/

and locate an article called

“Academic Grievance Studies and the Corruption of Scholarship”

Jon Salmi
Reply to  Björn
October 6, 2018 1:49 pm

Those papers are also discussed by Yasha Mounk in the ‘Atlantic’ magazine.

Ron Morse
October 6, 2018 1:36 pm

Did it mention anywhere that the wings at Hooter’s are really pretty good? Don’t ask how I know that.

Jeff Alberts
Reply to  Ron Morse
October 6, 2018 4:55 pm

I always prefer breasts and thighs over wings.

Superchunk
October 6, 2018 1:43 pm

I generally avoid Hooters since I don’t like fried food, but on the two occasions I went as part of a group I was very impressed by the quality of the service. Other restaurants could learn a lot from their hiring. The women there generally exude emotional warmth, good health and a service mentality, something that is increasingly missing from most restaurants (at least in the US) and much of society. If someone feels they are in a demeaning role or are unhappy you can sense it, and I sensed just the opposite from the servers there. Maybe my sample size was too small but I was impressed with the people they are able to attract to work there.

Julie near Chicago
October 6, 2018 2:15 pm

I think some guy named Heifer or some such got there first. So, now this, from the NYT:

https://www.nytimes.com/2018/09/06/style/playboy-club-gloria-steinem-lauren-hutton.html

Holy Cottontail! The Playboy Club Is Back Again

A defiant time capsule surfaces, smack in the middle of #MeToo country.

By Shawn McCreesh, Sept. 6, 2018

Article follows. Info therein:

…Playboy Club started in Chicago in 1960, last nightclub closed in Lansing, Mich., 1988. Gloria Steinem was a Bunny — who knew! Not I. But I did go to one once, with my Honey (yes, we were married, how too too fifties). The biggest impression on me was the widely and sternly posted rule not to pull the bunnies’ tales.

October 6, 2018 2:24 pm

Where’s the pictures – the images?

October 6, 2018 2:37 pm

Thanks for keeping us abreast.

October 6, 2018 2:43 pm

Spoof Peer Review …your taxes at work again.

October 6, 2018 2:51 pm

It was elevating CO2 that resulted in progressively more women
getting breast implants. However, it was global warming that resulted in men going
indoors where implanted breasts are to be found. Or so a friend tells me all the time🤓

Shamu The Great
October 6, 2018 3:13 pm

While this is fantastic and I suppose it takes more than one nail to seal up a coffin, Alan Sokal made it quite clear precisely how fatuously unhinged from any semblance of reality the academy had become back in 1996 when he convinced a journal to publish a paper in which he argued that discoveries in physics confirmed the postmodern nature of reality and that gravity was thus just another one of those pesky social constructions…which if you think about it, means so is climate change! QED! We are safe again thanks to the circle-jerking rot that is Cultural Marxism.

Tom Abbott
Reply to  Shamu The Great
October 7, 2018 8:34 am

Good post, Shamu! It made me laugh.

I sure do miss the “like/up” button.

Jeff Labute
October 6, 2018 3:39 pm

Been to Hooters, the food is only mediocre in the Vancouver location(now closed). If the article is computer generated, that could be a great business model if a computer can generate many articles per day and you can get paid for them by 97% of the suckers out there.

John MacDonald
October 6, 2018 4:06 pm
Tom Graney
October 6, 2018 4:14 pm

Toxic masculinity meets global warming, or something.

October 6, 2018 4:43 pm

Great subject for a paper,

I can see this topic sprouting further papers and I can imagine the academics applying for tax payers money in order to further more research in this important area of academia.

Hell, maybe I should take a year off and do a masters paper on this important subject. Seems to be a lot of angles un debated and best of all, the budget may even extend to travelling the world in order to interview, photograph and classify this previously little studied subject.

Sure beats studying the atmosphere although it could be a bit steamy.

Anyone looking for a researcher should leave a message at http://www.rogerfromnewzealand.wordpress.com

Cheers

Roger

Wallaby Geoff
October 6, 2018 5:08 pm

Call me a square, but I go to restaurants for the quality of the food. If I want to see scantily clad women I’d go to a strip club, where the food is secondary. I suspect these “breastaurants” operate the same, i.e. food quality is secondary.

littlepeaks
October 6, 2018 5:36 pm

Under “Notes” for the study in Springer:

Ethical Approval

All procedures performed in this study involving human participants were in accordance with the ethical standards of the institution and with the 1964 Helsinki declaration and its later amendments, including standard IRB approval which was obtained for this study.

gnomish
October 6, 2018 6:02 pm

THANK GOD FOR PEER REVIEW!

Tom in Florida
Reply to  gnomish
October 7, 2018 11:05 am

With the all caps I first thought it said PEEP review.

October 6, 2018 6:04 pm

I wasn’t very impressed with this paper or the journal in which it was published. So I put it back on the rack 🙂