ABSTRACT
This chapter deals with shops and equivalent spaces where material objects are available to be purchased and taken home. It explains such spaces are associated with the feminine. A survey of such spaces casts light on how goods and lifestyles are marketed. The chapter also deals with facades: shop windows and visual marketing. It examines the barber's shop — a place in which personal appearances is altered. The chapter utilizes the barber's shop to show how the question of appearances is important in understanding the characters' self-perceptions. Tinting the hair is itself a sign of social and economic change within urban society. The chapter aims to identify and analyse how Bernardo Soares, the homem and Raimundo Silva experience these aspects of the city as men; how such experience contributes to the construction of subjectivities and identities in the works in question; and how performances of gender are manifested or challenged through this experience.
