ABSTRACT
This comprehensive and authorative sourcebook offers academics, researchers and students an introduction to and overview of current scholarship at the intersection of marketing and feminism.
In the last five years there has been a resurrection of feminist voices in marketing and consumer research. This mirrors a wider public interest in feminism – particularly in the media as well as the academy - with younger women discovering that patriarchal structures and strictures still limit women’s development and life opportunities. The "F" word is back on the agenda – made high profile by campaigns such as #MeToo and #TimesUp. There is a noticeably renewed interest in feminist scholarship, especially amongst younger scholars, and significantly insightful interdisciplinary critiques of this new brand of feminism, including the identification of a neoliberal feminism that urges professional women to achieve a work/family balance on the back of other women’s exploitation.
Consolidating existing scholarship while exploring emerging theories and ideas which will generate further feminist research, this volume will be of interest to researchers, academics and students in marketing and consumption studies, especially those studying or researching the complex inter-relationship of feminism and marketing.
TABLE OF CONTENTS
part Section 1|57 pages
Women in the history of marketing
chapter 2|14 pages
Goddesses of the household
chapter 3|14 pages
Creating the critical consumer
chapter 5|13 pages
Marketing education and patriarchal acculturation
part Section 2|84 pages
Gender representations in the marketplace
chapter 7|12 pages
“One, two, three, four, what are we fighting for?”
chapter 10|19 pages
From identity politics to the politics of power
part Section 3|82 pages
Feminist perspectives on the body in marketing
chapter 15|17 pages
The quest for masculine to-be-looked-at-ness?
part Section 4|100 pages
Difference, diversity, and intersectionality
chapter 16|16 pages
Are all bodies knitworthy?
part Section 5|62 pages
Gendering digital technologies in marketing
chapter 22|10 pages
Black women's digital media and marketplace experiences
chapter 24|20 pages
Big Brother is monitoring
chapter 25|13 pages
Seeking safety and solidarity through self-documentation
part Section 6|76 pages
Feminist futures