ABSTRACT
This chapter examines the relationship between the gendering process through which employers constructed women and men as different workers in the advertising and computer industries using the concept of homosociability to evaluate masculine cultures and gendered bodies at work. The specific role that various types of homosociability, such as networking and the locker room, play in the construction of corporate hegemonic masculine cultures are addressed, as will the role of masculine embodiment. Men were in a much better position to use homosociability to their advantage when competing with a woman. A key factor in developing work relationships was social drinking. The chapter explains that how male homosociability in the form of entertaining clients is used to construct the face of the firm. It is also clear how drinking and partying are part of the production process with clients. Banter type of communication sometimes symbolized a masculine form of solidarity; it worked largely through personal, sometimes humorous, insults and criticism.
