1st Edition

The Routledge Companion to Marketing and Feminism

Edited By Pauline Maclaran, Lorna Stevens, Olga Kravets Copyright 2022
    512 Pages 9 B/W Illustrations
    by Routledge

    512 Pages 9 B/W Illustrations
    by Routledge

    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.

    1. Editor’s Introduction to the Companion

    Pauline Maclaran, Lorna Stevens and Olga Kravets

    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

    Mary Zuckerman

    3. Creating the Critical Consumer: Helen Woodward and Hazel Kyrk on Self-Determination and the Good-Life

    Mark Tadajewski

    4. Marketing’s Hidden Figures: Black Women Leaders in Advertising

    Judy Foster Davis

    5. Marketing Education and Patriachal Acculturation: The Rhetorical Work of Women’s Advertising Clubs, 1926-1942

    Jeanie Wills

    Section 2: Gender Representations in the Marketplace

    6. Feminist Brands: What Are They, and What’s the Matter with Them?

    Eileen Fischer and Cele Otnes

    7. "One, Two, Three, Four, What Are We Fighting For?": Deconstructing Climate-Crisis War Messaging Metaphors using Ecofeminism

    Andy Prothero and Susan Dobscha

    8. Menstruation in Marketing: Stigma, #femvertising, and Transmedia Messaging

    Catherine A. Coleman, Katherine C. Sredl

    9. In Search of the Female Gaze: Querying the Maidenform Archive

    Astrid Van den Bossche

    10. From identity politics to the politics of power: men, masculinities and transnational patriarchies in marketing and consumer research

    Wendy Hein and Jeff Hearn

    Section 3: Feminist Perspectives on the Body in Marketing

    11. Materializing the Body: A Feminist Perspective

    Anu Valtonen and Elina Närvänen

    12. Transformations: Is There a Role for Feminist Activism in Women’s Sport?

    Jan Brace-Govan

    13. Women’s Sexual Practices: The B-Spot of Marketing and Consumer Research

    Luciana Walthers

    14. Taking off the Blindfold: The Perils of Pornification and Sexual Abjectification

    Alexandra Rome

    15. The Quest for Masculine To-be-looked-at-ness? Exploring Consumption Based Self-Objectification Among Heterosexual Men

    Jacob Ostberg

    Section 4: Difference, Diversity and Intersectionality

    16. Are All Bodies Knit-worthy? Interrogating Race and Intersecting Axes of Marginalization in Knitting Spaces

    Alev Kuruoglu

    17. Marketing and the Missing Feminisms: Decolonial Feminism, and the Arab Spring

    Nacima Ourahmoune

    18. Going Back to the Roots and Extending Beyond: Capturing the [Power] Dynamics of Human and Non-Human Things of Climate Change Inequities

    Laurel Steinfeld

    19. Consumption Beyond the Binary: Feminism in Transgender Lives

    Sophie Duncan Shepherd and Kathy Hamilton

    20. Ageism, Sexism and Women in Power

    Minita Sanghvi and Phillip Frank

    21. Our Aging Bodies, Ourselves

    Lisa Peñaloza

    Section 5: Gendering Digital Technologies in Marketing

    22. Black Women’s Digital Media and Marketplace Experiences: Between Buying, Branding and Black Lives Matter

    Francesa Sobande

    23. The Symbolic Violence of Digital (Anti-)Feminist Activism

    Aliette Lambert and Ana-Isabel Nölke

    24. Big Brother is monitoring: Feminist surveillance studies and digital consumer culture

    Lauren Gurrieri and Jenna Drenten

    25. Seeking Safety and Solidarity Through Self-Documentation: Debating the Power of the Self(ie) in Contemporary Feminist Culture

    Maggie Matich, Rachel Ashman and Elizabeth Parsons

    Section 6: Feminist Futures: Problems, Priorities and Predictions

    26. How the Economic Sex/Gender System Excludes Women from International Markets

    Linda Scott

    27. The Politics of Epistemic Marginality: Testimonies-In-Opposition

    Benedetta Cappellini and Martina Hutton

    28. Women Who Work: The Limits of the Neoliberal Feminist Paradigm

    Catherine Rottenberg

    29. Putting Pornography on the Marketing Agenda: A Radical Feminist Centring of Harm for Women’s Marketplace Inequality

    Laura McVey, Meagan Tyler and Lauren Gurrieri

    30. Manifesting Feminist Marketing Futures: Undertaking A ‘Visionary’ Inventory

    ULMS Feminist Collective


    Pauline Maclaran is Professor of Marketing and Consumer Research at Royal Holloway, University of London, UK.

    Lorna Stevens is Associate Professor of Marketing at the University of Bath, UK.

    Olga Kravets is Senior Lecturer at Royal Holloway, University of London, UK.

    "In a world of resurgent inequality, a book on feminist perspectives – which prioritize issues of injustice, exclusion, and subjugation – on the current state of the knowledge and debates in marketing, communications, and consumption is most timely and welcome. The contributions deliberate and expose the gendered nature of institutional and social structures that implicate marketing practices as well as the overlooked female contributions to the production of marketing knowledge."

    Guliz Ger, Professor of Marketing, Bilkent University, Turkey 


    "This invaluable and urgently needed volume will have pride of place on my bookshelves. The carefully curated chapters synthesise and foster interdisciplinary insight, debate and critique surrounding the relationships between marketing and feminism, applying rigorous scholarship in examining a rich array of gendered marketplace practices, ideologies and activism. The collection addresses intersections of gender, class, age and race from the perspectives of an international, multi-generational group of feminist scholars drawing on a range of disciplines."

    Stephanie O'Donohoe, Professor of Advertising and Consumer Culture, University of Edinburgh Business School, UK 


    "This tour de force volume provides a comprehensive and innovative study of the intersections among marketing, gender, and feminist theory. These collected works deftly trace out the marginalized voices, socio-cultural complexities, historical relations, and politics-of-identity conflicts that have shaped the marketing of gender and the gendering of marketing theory and practice. The Routledge Companion to Marketing and Feminism is a must read for anyone seeking to understand marketing’s gendered past, present and future."

    Craig Thompson, Churchill-Bascom Professor of Marketing, University of Wisconsin-Madison, USA