This paper discusses the representation of “green consumerism” in the prevalent institutionalised discourses of green consumerism, and in the self‐narratives of people who identify themselves as ecologically oriented citizens, focusing on the construction of the self and the other in these texts. The aim is to investigate the ways in which “radical” ecologically oriented citizens, who are largely “marginalised” and positioned as the other in the dominant discourses of green consumerism, engage in resistance towards western, materialistic consumption culture. Drawing from the Foucauldian ideas of political struggle as the “politics of the self”, and personal ethics and moral agency as a mode of self‐formation, this paper analyses the ways in which these “green consumers” reject their received subjectivity as consumers. The focus is on the practices of self, and on the ways in which they invent and promote new forms of subjectivity that are more in line with their environmentalist ideology.

This article focuses on the discursive construction of the nursing profession in the context of an industrial action. Drawing on studies that claim that the diffusion of new public management reforms restructure healthcare professions and on feminist studies arguing that gender is crucial to understanding the concepts and processes of this restructuring, the article examines a media debate surrounding a recent labour dispute in the Finnish healthcare sector. The analysis illustrates how the nursing profession was discursively constructed through a negotiation of individual and societal rights and responsibilities, and how the debate was framed by competing and contested discourses of professionalization, caring, labour markets and new public management. As a consequence, the debate both sustained and reproduced the traditional gendered meanings related to the nursing profession, as well as provided a context for unsettling, at least for a moment, the normative gender order of Finnish society.

Purpose -The purpose of this paper is to contribute to research on gender and corporate boards of directors by focusing on how female board professionals construct particular notions of accessing and succeeding in boards. Design/methodology/approach -A discursive perspective is offered, based on conceiving gender as something that is "done" in social interaction. In the spirit of critical discourse analysis, the talk of female board professionals, produced in interviews in the Finnish context, is analyzed in-depth. Findings -Two discourses are located in the talk of female board professionals: the discourse of competence and the discourse of gender. It is argued that the discourses constitute a boardroom gender paradox, which is characterized by several contradictory elements. By conceptualizing and illustrating this paradox, the study scrutinizes the elusive ideal of women's large-scale entry into corporate boards. Research limitations/implications -Future studies should make use of the insights developed, and apply them to cross-societal comparative research. Practical implications -For corporate decision-makers, the findings suggest a rethinking of how "competence" is defined and applied. Originality/value -Paradox has rarely been addressed in the literature on gender and corporate boards. Understanding how the women interviewed (re)construct a boardroom gender paradox offers a unique contribution to the literature.

Environmental management systems and green marketing programmes have gained increasing popularity in western market economies. They are viewed as cost‐efficient, effective and just means of tackling problems associated with the impact of economic activity on the environment. It is argued in this article, however, that these optimistic views are based on a number of ideas, images and metaphors that retain many androcentric and inadequate assumptions about self, society and nature that may be incompatible with long‐term environmental protection goals. Copyright © 2000 John Wiley & Sons, Ltd and ERP Environment

This paper focuses on eco-communes as sites of resistance and political activism. Based on a post-structuralist narrative analysis of interview materials, this paper elaborates on the ways in which life in a commune is narrated and represented as an identity project with a mission to bring about social change. The environmentalists studied make sense of their choice to live in an eco-commune as something that was triggered and facilitated by important crossroads and fateful moments that they had encountered in their past life. They also work on their identity as ecocommunards by discursively problematizing their personal relation to themselves (self) and to others (spouse and family), as well as by constructing new forms of subjectivity, intimacy, and relatedness through communal life. Life in the eco-commune thus represents a form of resistance and political struggle that Michel Foucault has referred to as politics of self; it represents not only direct opposition against the social order of contemporary Western consumer society but also more subtle resistance against the normalized forms of subjectivity that it entails.