The Dichotomy/Autonomy Relationship Open Access
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A thorough study into the societal differences between males/females and masculinity/femininity reveals the existence of a dichotomy, primarily defined by, "a division into two especially mutually exclusive or contradictory groups or entities."I The two groups of people are seen as binary opposites with no sameness between them. The dichotomy is even taken to the extremes of autonomy, or "the quality or state of being independent, free, and self-directing."II The perception is that what one has, the other lacks - that there is no overlap in the definition of masculinity and femininity. Within the perceived dichotomy between males/females, historical references about the masculine/feminine debate also pair producer/consumer, designer/user and personal/professional as binary opposites. Masculine/feminine and professional/personal are pairings associated with the aesthetic nature of the retail space. Producer/consumer and designer/user are pairings associated with key players in the retail industry. Restructuring the relationship between each of the pairs of words will make the design of a boutique beer retail space appropriate and desirable for both males and females. The design will include interior design, architecture, product packaging, and marketing to create a total brand development for the sale of beer.