Gender categorisation in representational market practice

Murto, Riikka

doi:10.1080/0267257x.2020.1718181

Cited by 5 publications

(5 citation statements)

References 39 publications

(75 reference statements)

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“…On the other hand, the way the research was carried out connects to another topic -i.e., consumer identities -, which is a consolidated subject in this field. Specifically, the study is in line with an approach that seeks to highlight how marketing and consumer research have represented stigmatized identities, such as female (Campbell, Freeman, & Gannon, 2021;Murto, 2021) and LGBTQIAPN+ (Coffin, Eichert & Nolke, 2019), in addition to racial prejudice (Kuruoğlu, 2022) and ageism (Peñaloza, 2022;Sanghvi & Frank, 2022).…”

Section: Discussionmentioning

confidence: 95%

What “Male” is this?: “Abnormalization” of Subjectivities in Bregafunk Music Videos

Souza-Leão,

Lopes

2024

Organ. Soc.

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The entertainment industry is featured by discursive productions of ideological nature. Accordingly, different music genres work as identity vectors; thus, it is possible perceiving the representation of male individuals as the dominant gender in some of them. Bregafunk music stands out among these genres, since its music videos highlight straight and virile men, by showing women, LGBTQIAPN+ individuals and fat bodies in a stigmatized way. Based on the Foucauldian theory, the current study addresses the subjectivity “abnormalization” process carried out by another socially dominant subjectivity as way to defend and maintain its position. In order to do so, the current research presents the following investigative question: how do bregafunk music video productions represent alterities to male subjectivity? In total, 777 bregafunk music videos posted on YouTube between September 2012 and September 2020 were herein investigated, based on the foucauldian discourse analysis, in order to answer this question. Results have evidenced the dominant discourse of “male bregafunk music artists”, which is anchored in a strategy focused on perpetuating stereotypes and chauvinism. Thus, it was possible concluding that this subjectivity is a variation of the alpha male, who resorts to his cultural repertoire and social context to consolidate himself as the dominant identity by subjugating other identities through a double move comprising self-affirmation and denial of others. In addition, it was possible inferring that targeting women, LGBTQIAPN+ and fat individuals may be a defense strategy to address the growing political space gained by these identities in recent decades.

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Section: Discussionmentioning

confidence: 95%

What “Male” is this?: “Abnormalization” of Subjectivities in Bregafunk Music Videos

Souza-Leão,

Lopes

2024

Organ. Soc.

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“…Marketing literature has highlighted the importance of using a gender lens and analysis (e.g., Hein et al, 2016; Murto, 2020), and we argue that the growing scholarship on subsistence marketplaces needs a similar focus. The transformative goal to empower poor consumers and entrepreneurs in subsistence marketplaces could be short-changed if power inequalities and differences are not addressed.…”

Section: Introductionmentioning

confidence: 95%

“…Simultaneously, policymakers and marketers should attempt to tackle stigma associated with housework and the traditional view of a man being the breadwinner by advocating and campaigning for men to take on traditional "female" roles such as care work (e.g. Murto, 2020). Third, research notes the power of marketing to influence gender representations (Hein et al, 2016).…”

Section: Theoretical and Practical Implicationsmentioning

confidence: 99%

Exploring Subsistence Marketplaces Through a Feminist Perspective

Voola

2021

Australasian Marketing Journal

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Extant literature in the field of subsistence marketplaces adopts a gender-neutral framing of marketplace exchanges despite the overwhelming experience of disadvantage faced by women relative to men as a consequence of patriarchal structures. The authors employ feminist perspectives to render visible constructions of power inequities. First, the authors employ a gendered lens to revisit the topics and data in four published papers in the field of subsistence marketplaces, revealing new questions for future research to answer as well as opportunities to reimagine policy responses. Second, they demonstrate how a gendered analysis was conducted in a primary research study with 21 men and women involved in microfinance programs in rural South India. The findings reveal that gender is a social construction that can be “done and undone,” to transform unequal power relations between men and women in subsistence marketplace exchanges. Several implications for theory and marketing practice are then provided.

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“…Por outro lado, a forma como a pesquisa foi realizada se conecta a outro tema -a saber, as identidades dos consumidores -, que é um assunto consolidado neste campo. Especificamente, o estudo está alinhado a uma abordagem que busca destacar como o marketing e as pesquisas de consumo têm representado identidades estigmatizadas, como as femininas (Campbell, Freeman, & Gannon, 2021;Murto, 2021) e…”

Section: Conclusõesunclassified

Que “Macho” é Esse?: “Anormalização”de Subjetividades em Videoclipes de Bregafunk

Souza-Leão,

Lopes

2024

Organ. Soc.

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Resumo A indústria do entretenimento é caracterizada por produções discursivas de natureza ideológica. Desta maneira, diferentes gêneros musicais atuam como vetores de identidade; assim, é possível perceber a representação de homens como o gênero dominante em alguns. O Bregafunk se destaca entre estes gêneros, uma vez que seus videoclipes evidenciam homens héteros e viris ao mostrar mulheres, pessoas LGBTQIAPN+ e pessoas gordas de maneira estigmatizada. Baseado na teoria foucaultiana, o presente estudo aborda o processo de “anormalização” de uma subjetividade, realizado por outra subjetividade socialmente dominante como forma de defender e manter sua posição. Para realizar este processo, este trabalho apresenta a seguinte pergunta de pesquisa: como as produções de videoclipes do bregafunk representam alteridades da subjetividade masculina? No total, 777 videoclipes de bregafunk postados no YouTube entre setembro de 2012 e setembro de 2020 foram investigados a partir da análise de discurso foucaultiana a fim de responder a esta questão. Resultados evidenciaram o discurso dominante do “artista macho do bregafunk”, ancorado em uma estratégia que foca na perpetuação de estereótipos e do machismo. Assim, foi possível concluir que esta subjetividade é uma variação do macho alfa, que se baseia no repertório cultural e contexto social para se consolidar como a identidade dominante ao subjugar outras identidades em um movimento duplo consistente de uma autoafirmação e uma negação do outro. Além disso, foi possível inferir que ter como alvo mulheres, pessoas LGBTQIAPN+ e pessoas gordas pode ser uma estratégia de defesa contra o crescimento do poder político destes grupos nas últimas décadas.

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Gender categorisation in representational market practice

Cited by 5 publications

References 39 publications

What “Male” is this?: “Abnormalization” of Subjectivities in Bregafunk Music Videos

What “Male” is this?: “Abnormalization” of Subjectivities in Bregafunk Music Videos

Exploring Subsistence Marketplaces Through a Feminist Perspective

Que “Macho” é Esse?: “Anormalização”de Subjetividades em Videoclipes de Bregafunk

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