ABSTRACT
This reframing, based on an updating of Bristor and Fischer’s (1993) work, has thus far sketched some of the dominant tendencies and broader themes of how marketing and consumer disciplines have employed feminist theory in gender research, implicitly or explicitly. As such, it has addressed the knowledge production process of gender within the discipline. Furthermore, from this framing, we recognise that across the broad spectrum of MCR, certain approaches to the study of gender have dominated the research agenda, even within a certainly diverse discipline. Perhaps most importantly, several key contemporary gender and feminist theorisations are omitted. Indeed, there are many opportunities for further gendering in research on marketing and consumer research. A very important first contextual issue here is that questions of power, patriarchy and feminist politics more generally have often been downplayed in MCR’s engagement with gender and feminism, even in structural and poststructural approaches. So, what is missing from the framing so far – and specifically in terms of more recent developments in feminist theory and thinking?
