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.
Author(s): Pauline Maclaran, Lorna Stevens, Olga Kravets
Series: Routledge Companions in Marketing, Advertising and Communication
Publisher: Routledge
Year: 2022
Language: English
Pages: 511
City: London
Cover
Half Title
Series Page
Title Page
Copyright Page
Table of Contents
List of figures
List of tables
About the contributors
1 Editors’ Introduction to the Companion
SECTION 1 Women in the history of marketing
2 Goddesses of the household: Martha Van Rensselaer and the role of home economics in marketing theory
3 Creating the critical consumer: Helen Woodward and Hazel Kyrk on self-determination and the good life
4 Marketing’s hidden figures: black women leaders in advertising
5 Marketing education and patriarchal acculturation: the rhetorical work of women’s advertising clubs, 1926–1940
SECTION 2 Gender representations in the marketplace
6 Feminist brands: what are they, and what’s the matter with them?
7 “One, two, three, four, what are we fighting for?”: deconstructing climate crisis war messaging metaphors using ecofeminism
8 Menstruation in marketing: stigma, #femvertising, and transmedia messaging
9 In search of the female gaze: querying the Maidenform archive
10 From identity politics to the politics of power: men, masculinities and transnational patriarchies in marketing and consumer research
SECTION 3 Feminist perspectives on the body in marketing
11 Materializing the body: a feminist perspective
12 Transformations: is there a role for feminist activism in women’s sport?
13 Women’s sexual practices: the B-spot of marketing and consumer research
14 Taking off the blindfold: the perils of pornification and sexual abjectification
15 The quest for masculine to-be-looked-at-ness? Exploring consumption-based self-objectification among heterosexual men
SECTION 4 Difference, diversity, and intersectionality
16 Are all bodies knitworthy? Interrogating race and intersecting axes of marginalization in knitting spaces
17 Marketing and the missing feminisms: decolonial feminism, and the Arab Spring
18 Unfolding climate change inequities through intersectionality, Barad’s new materialism, and post/de-colonial Indigenous perspectives
19 Consumption beyond the binary: feminism in transgender lives
20 Ageism, sexism, and women in power
21 Our aging bodies, ourselves
SECTION 5 Gendering digital technologies in marketing
22 Black women’s digital media and marketplace experiences: between buying, branding, and Black Lives Matter
23 The symbolic violence of digital (anti-)feminist activism
24 Big Brother is monitoring: feminist surveillance studies and digital consumer culture
25 Seeking safety and solidarity through self-documentation: debating the power of the self(ie) in contemporary feminist culture
SECTION 6 Feminist futures: problems, priorities, and predictions
26 How the economic sex/gender system excludes women from international markets
27 The politics of epistemic marginality: testimonies-in-opposition
28 Women who work: the limits of the neoliberal feminist paradigm
29 Putting pornography on the marketing agenda: a radical feminist centring of harm for women’s marketplace inequality
30 Manifesting feminist marketing futures: undertaking a ‘visionary’ inventory
Index
