Doing gender in death care: How women are finding their place in Italian funeral directing services

Gendered norms in society can strongly influence the presence of men or women in professional contexts. This study examined the perceptions of 13 women working in the funeral directing services in order to better understand how they perform gender roles to play in a field that has long been considered male‐dominated. The findings sug- gest that women face many challenges to play a profes- sional role in funeral directing and that they rely on their ability to perform care work to be recognized as better professionals. The issue of physical strength—a character- istic element of funeral work—seems to be an issue that still arouses contrasting positions among women. Another finding was that women also perform gender roles through their professional appearance, which they recognize as an important aspect of their professionalism. This work brings new insight into this specific and under‐researched area and provides new understanding on how women use gender performativity to achieve professionalism in the death care; in particular, it shows that women do gender in different ways to achieve the same entitlement to be good funeral professionals as men.