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.
Table of Contents
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.