Shifting the discourse: feminist perspectives on consumer behaviour research

In her seminal paper in anthropology Marilyn Strathern distinguished between feminist anthropology, which she defined as an anthropological subdiscipline whose goal was ‘trying to shift discourse, not improve a paradigm' ² and what she called anthropological feminism, ‘whose aim is to build a feminist community, one whose premises and goals differ from, and are opposed to anthropology' (Strathern cited in Rabinow 1986: 254; see also Strathern 1985,Strathern 1987).