Consumption and gender identity in popular media: discourses of domesticity, authenticity, and sexuality

Zayer, Linda Tuncay; Sredl, Katherine; Parmentier, Marie‐Agnès; Coleman, Catherine

doi:10.1080/10253866.2012.659437

Cited by 39 publications

(26 citation statements)

References 60 publications

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“…By providing an in-depth analysis of contemporary media constructions of femininity, Munford and Waters offer a wealth of support for McRobbie's (2009) contention that new forms of gender power are masked by neoliberal tropes of personal freedom and choice. Heroines of the postfeminist landscape -Bridget Jones, Ally McBeal and the girls in Sex and the City to name but a few -flaunt a femininity that second-wave feminism is perceived to have suppressed (see Tuncay Zayer et al 2012). This femininity goes hand in hand with a re-sexualization of women's bodies and a "hypersexual" culture that is driven by discourses of empowerment (Walters 2010).…”

Section: Book Reviewmentioning

confidence: 96%

Feminism and popular culture: investigating the postfeminist mystique

Maclaran

2014

Consumption Markets & Culture

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Section: Book Reviewmentioning

confidence: 96%

Feminism and popular culture: investigating the postfeminist mystique

Maclaran

2014

Consumption Markets & Culture

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“…As discussed, this prejudice is compounded by cultural sanctions against childlessness (Byrne 2003;Butler 1990) in which older single women are perceived to be reproductively challenged, unlike the eternally fecund bachelor (who can afford to be carefree). As Annie observes, the marketplace and popular culture also play a significant role in reinforcing gender inequality and stereotypes of singleness (Zayer et al 2012), a view also shared by Carlos:…”

Section: Gendered Experience Of Singlenessmentioning

confidence: 99%

“…Indeed, it is culturally held that marriage is a 'trap' for a man and that bachelorhood presents the 'intermediate' rite of passage for him to 'sow his wild oats' before assuming the role of a breadwinner (Holden 2007, p.8). In addition, the stereotype of the 'playboy' is often glamourised as carefree, hedonistic and seductive (Zayer et al 2012). …”

Section: Singles Stereotypes and Sexual Double Standardmentioning

confidence: 99%

The abject single: exploring the gendered experience of singleness in Britain

Lai

Lim

Higgins

2015

Journal of Marketing Management

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This paper explores the gendered experience of singleness in Britain through a theoretical and empirical understanding of the 'abject'. Drawing on the writings of Judith Butler, we argue that 'singleness' is culturally pathologised as an 'abject other', a liminal state which renders the legitimation of the 'single subject' unintelligible. Through 14 active interviews withBritish singles, we demonstrate how our participants negotiate their marginal status vis-à-vis the marketplace and the broader society that continue to uphold heterosexual partnership as a normative form of intimacy. Our data uncovers persistent and powerful stereotypes of how singles ought to organize their lives and conform both to social, as well as market-driven, pressures. We therefore highlight research gaps in the experience of singleness and critique the heteronormative framework that remains dominant, yet concealed, in gender research. Summary Statement of ContributionThis paper advances a theoretical and empirical understanding of the neglected experience of singleness and how singles understand and negotiate their gendered subjectivities in a coupleoriented marketplace. Theoretically, we have enhanced understanding of how the concept of 'abjection' can be developed to expose the 'naturalisation' of heterosexual relationships as a legitimate practice. We argue that the marketplace remains politically vested in the institution of heteronormativity. Our empirical study contributes to the understanding of how the circulation of the heterosexual imaginary in the marketplace shapes the experience of singleness. Most notably, our findings reveal that the experience of singleness is structured along gendered lines: a statein which single women are 'visibly' subjected to the disciplinary power that produces their 'abject' status. While single men have seemingly averted the disciplinary gaze, on the other hand, we also show that their singleness remains tenuously tethered to the heteronormative framework.

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“…Gender emerged as multiple, fluid, ambivalent and ambiguous, and markets became the discursive resource. The market as a source of empowerment, as opposed to oppression, characterised the troubled relationship between women, men and marketing (Scott, 2006a,b;Maclaran, 2012;Zayer, Sredl, Coleman and Parmentier, 2012).…”

Section: Gender In Mcr As Fundamental Difference and Structuring: Linmentioning

confidence: 99%

Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities

Hearn

Hein

2015

Journal of Marketing Management

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Abstract:Gender has been theorized and studied in many ways and across different disciplines.Although a number of these theorizations have been recognized and adopted in marketing and consumer research, the significance of feminism in knowledge construction has been largely remained what we would call 'unfinished'. Based on a critical reframing of gender research in marketing and consumer research, in dialogue with feminist theory, this paper offers theoretical and practical suggestions for how to reinvigorate these research efforts. The analysis highlights dominant theorizations of gender, relating to gender as variable, difference and role; as fundamental difference and structuring; and as cultural and identity constructions. This reframing emphasizes various neglected or 'missing feminisms', including queer theory; critical race, intersectional and transnational feminisms; materialdiscursive feminism; and critical studies on men and masculinities. A more detailed discussion of the latter, as a relatively new, growing and politically contentious area is further developed, to highlight more specifically which feminist and gender theories are mainly in use in marketing and consumer research, and which are little or not used. In the light of this, it is argued that marketing and related disciplines have thus far largely neglected several key contemporary gender and feminist theorizations, particularly those that centre on gender power relations. The potential impact of these theoretical frames on transdisciplinary studies in marketing and consumer research and research agenda(s) is discussed.1 This paper builds on the paper, What's Love/Sex/Gender/Gex Got To Do With it? Gender, Men, Masculinities, "Marketing & Consumer Behaviour", 12th Conference on Gender, Marketing and Consumer Behaviour, Helsinki, June 2014. 2 Statement of contribution:This paper contributes to marketing and consumer research through presentations of neglected gender theories, based on reframing previous gender research in the marketing discipline. It finds that marketing has marginalized gender and feminism as political, and that various theorizations have been sidelined. In particular, it draws on developments in the field of CSMM to illustrate neglected theorizations. It concludes with a discussion of future research directions that centre on gender and power relations, and the potential impact of alternative gender and feminist theories on marketing as a discipline.Keywords: gender, feminism, critical studies on men and masculinities, marketing, consumer research 3 IntroductionGender knowledge construction is a central concern for marketing and consumer research (MCR), as reflected in this special issue. As a construct, gender has often been linked to feminism (Oakley, 1972). However, while research on gender advanced in marketing disciplines, feminism has often become muted, implied or sidelined, despite the opportunities it offers. The fundamental questions this paper addresses are: how is gender theorized in MCR? And, how do these conne...

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Consumption and gender identity in popular media: discourses of domesticity, authenticity, and sexuality

Cited by 39 publications

References 60 publications

Feminism and popular culture: investigating the postfeminist mystique

Feminism and popular culture: investigating the postfeminist mystique

The abject single: exploring the gendered experience of singleness in Britain

Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities

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