Rachel Schwartz, Brigham Young University
Social and Behavioral Sciences
Within the field of economic development, specifically microfinance institutions, research has suggested that women are safer economic risks than men due to gender cultural differences. In Latin America, this stems from the “machismo” stereotype stating that men are irresponsible and selfish. I seek to prove the cultural stereotypes of “machismo” as an incorrect perception of Paraguayan male culture in Asuncion. Studies have been conducted in Asuncion stating that young Paraguayan males do not identify themselves with the “machismo” culture. Fleming (2013) found that this stereotype was given to men “due to social and cultural expectations and not to actual male identity.” This is of particular interest in showing how Hispanic notions of masculinity may contradict the gendered ideologies implicit in these types of organizations and within their own society and culture. I am finding within my own research findings that this perception is incorrect, and if so, can be used to dispute the notion that male entrepreneurs are bad investments. I conducted in-depth formal and informal interviews and vignettes with 10 male and female business professionals. I created a map of store types and the gender of the store owner of two prominent business locations, Mercado 4 and Avenida Eusebio Ayala. I conducted participate observations at various locations including: the businesses of the informants I interviewed, local hospitals, church schools, bus stations and families (in and out of their home environments).