1st Edition

Gender After Gender in Consumer Culture

Edited By Elisabeth Tissier-Desbordes, Luca M. Visconti Copyright 2021
    185 Pages
    by Routledge

    185 Pages
    by Routledge

    Gender After Gender in Consumer Culture provides an updated discussion of how gender cuts across consumer culture, in light of increasing gender fragmentation and integration with other identity positions.

    Sex, the biological distinction male/female, and gender, which refers to a person’s sense of being male, female, or any other combinations of these, inform issues as varied as personal identity, social interactions, and market behaviours. First, contributions account for the increasing fluidity and/or fragmentation of gender positions, which reshape the interplay between consumers and marketers. Second, they provide a timely illustration of how consumption and markets concur in contrasting gender inequalities, taken both individually and jointly (e.g., at the intersection of ethnicity or positions of market marginalisation). Third, chapters question the role of gender in granting personal and societal well-being, as they reflect on the collective capacity of constantly undoing gender stereotypes. Focusing on gender, this book allows the reader to trace the links among cultural categories (e.g. masculinity, femininity, gender identity), social phenomena, and market (dis)functioning.

    The chapters in this book were originally published as a special issue in the journal Consumption Markets & Culture.


    Gender after gender: fragmentation, intersectionality, and stereotyping

    Elisabeth Tissier-Desbordes and Luca M. Visconti

    Part I – Representing Gender Transformations

    1. Reproducing "rhetrickery" in online fertility marketing: harnessing the "rhetoric of the possible"

    Jennifer Takhar and Kelly Pemberton

    2. #freethenipple – digital activism and embodiment in the contemporary feminist movement

    Margaret Matich, Rachel Ashman, and Elizabeth Parsons

    Part II - Contrasting Gender Inequalities and Stereotypes

    3. Fashionable subjects and complicity resistance: power, subjectification, and bounded resistance in the context of plus-size consumers

    Maria Carolina Zanette and Eliane Pereira Zamith Brito

    4. Motherhood in migration: schools as acculturation agents

    Pilar Rojas Gaviria, Flavia Cardoso, Daiane Scaraboto, and Luciana De Araujo Gil

    5. Power logics of consumers’ gendered (in)justices: reading reproductive health interventions through the transformative gender justice framework

    Laurel A. Steinfield, Catherine A. Coleman, Linda Tuncay Zayer, Nacima Ourahmoune, and Wendy Hein

    Part III - Overcoming Gender: The Allure of Gender Neutrality

    6. Hero shots: involved fathers conquering new discursive territory in consumer culture

    Susanna Molander, Ingeborg Astrid Kleppe, and Jacob Östberg

    7. Undoing gender through performing the other

    Usva Anastasia Seregina


    Elisabeth Tissier-Desbordes is Emeritus Professor of Marketing at ESCP, Paris. She acted as Associate Dean for Research at ESCP and as co-editor of the journal Décisions Marketing. Her research expertise lies in the domains of advertising and taboos, consumer behaviour and consumer culture, and gender studies.

    Luca M. Visconti is Full Professor of Marketing and Dean of the Faculty of Communication, Culture and Society at USI, Lugano. He served as Lecturer at Università Bocconi and was faculty member at ESCP, Paris. His research expertise lies in the domain of cultural branding, storytelling, and consumer vulnerability and well-being.