This paper extends the macromarketing debates on gender by considering how gender ideology acts as a macro-level constraint to developing sustainable initiatives. While the macromarketing literature ...has long considered the significance of social enterprise and nonprofits, gender has not been theorized within these studies. In redressing this gap we examine the case of the Uniform Project, spearheaded by disaffected advertising executive and enthusiastic social entrepreneur, Sheena Matheiken. Our critical interrogation of the project shows that Matheiken’s path to becoming entrepreneurial “woman of the year” reinforces a gendered model of social entrepreneurship. We also expose the role of media and the forums designed to encourage social innovations in gendering, thus stifling, a social enterprise. We reaffirm the importance of theorizing gender ideology in macromarketing and submit that any such theorization must recognize and account for the ways that gender intersects with neoliberal ideology to permeate markets, marketing and social enterprise.
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This article explores how marketing influences ideologies of femininity. Tracing the evolution of femme fatale images in Vogue magazine in 1890s America, we develop a typology around four archetypal ...forms of the femme fatale that prevailed during this period. In doing so we respond to calls for more critical historical analyses on femininity. While studies on masculinity ideologies proliferate, there is a paucity of research on dissonant representations of femininity in popular culture media. The femme fatale, often a self-determined seductress who causes anguish to the men who become involved with her, is an intriguing and enduring challenge to traditional notions of femininity. Thus, in studying the femme fatale in her historical context and revealing the multiplicity of feminine ideologies contained within this trope, we contribute to a deeper understanding of marketing’s role in both reflecting and reinforcing societal assumptions, attitudes and problematics around gender norms.
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Three waves of feminism each reveal a very different relationship with marketing. This commentary considers these relationships in the light of what is now frequently being hailed as the fourth wave, ...a resurgence of feminism that is driven by younger women who harness the power of the Internet and social media to challenge gender inequity. The commentary looks at what distinguishes the fourth wave from its predecessors and highlights key areas in marketing and consumer research where feminist perspectives are sorely required.
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This interpretivist study contributes to our understanding of how materiality mediates everyday family life by exploring the role of material objects in changing family rituals. We show how the ...television acts as an agent of cultural change when intermixed with family mealtimes. Our findings present a conceptual framework to explain the ways in which family life is altering across four key areas, namely: (1) mealtime settings and practices; (2) type of food consumed; (3) family structure and membership; and (4) family values and identity. This analytical framework illustrates how technologies such as the television mediate family relationships and how technologies become progressively more embedded in everyday practices. Revealing a transfer of mealtime practices from the formal environment into the informal environment, and vice versa, our study shows how mealtime rituals are altered and changed in form when mediated by the television, but not ultimately abandoned.
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Using Exarcheia, a neighbourhood in Athens, as our research context, we identify an oppositional atmosphere that is encouraging a major growth in anarcho-tourism to the area. We illustrate how the ...production and consumption of this unique atmosphere depends on the many grassroots initiatives and anti-authoritarian mobilisations that are predominant in Exarcheia, and how the atmosphere is being threatened by the encroachment of tourism provision. Yet, drawing on Duncombe's (2007) concepts of the ethical spectacle and transmutation, we challenge the co-optation/resistance binary to contemplate whether elements of spectacular consumption can, under specific conditions, be used as tools for progressive social change.
•Oppositional atmospheres are the outcome of bottom-up resistive initiatives.•Anarcho-tourism is a form of tourism driven by oppositional atmospheres.•Oppositional atmospheres drive tourism yet tourism can kill these atmospheres.•We problematize the co-optation/resistance binary.•We develop the concept of atmospheric transmutations.
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This book sheds light on the consumption of spiritual products, services, experiences, and places through state-of-the-art studies by leading and emerging scholars in interpretive consumer research, ...marketing, sociology, anthropology, cultural, and religious studies. The collection brings together fresh views and scholarship on a cultural tension that is at the centre of the lives of countless individuals living in postmodern societies: the relationship between the material and the spiritual, the sacred and the profane.
The book examines how a variety of agents - religious institutions, spiritual leaders, marketers and consumers - interact and co-create spiritual meanings in a post-disenchanted society that has been defined as a 'supermarket of the soul.' Consumption and Spirituality examines not only religious organizations, but also brands and marketers and the way they infuse their products, services and experiences with spiritual meanings that flow freely in the circuit of culture and can be appropriated by consumers even without purchase acts. From a consumer perspective, the book investigates how spiritual beliefs, practices, and experiences are now embedded into a global consumer culture. Rather than condemning consumption, the chapters in this book highlight consumers' agency and the creative processes through which authentic spiritual meanings are co-created from a variety of sources, local and global, and sacred and profane alike.
The SAGE Handbook of Consumer Culture is a one-stop resource for scholars and students of consumption, where the key dimensions of consumer culture are critically discussed and articulated.
Consumer research has focused on the various resources and tactics that help movements achieve a range of institutional and marketplace changes. Yet, little attention has been paid to the persistence ...of movement solidarity, in particular its regeneration, despite a range of threats to it. Our research unpacks mechanisms that help consumer movement solidarity to overcome threats. Drawing on a 6-year ethnographic study of consumer movements in Exarcheia, a neighborhood in central Athens, Greece, we find that consumer movement solidarity persists despite a cataclysmic economic crisis that undermines their prevalent ideology and the emotional fatigue, that is, common in such movements. Three key mechanisms serve to overcome these threats: performative staging of collectivism, temporal tactics, and the emplacement of counter-sites. Overall, our study contributes to consumer research by illuminating how threats to solidarity are overcome by specific internal mechanisms that enable the regeneration of consumer movement solidarity.
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This commentary reflects on 20+ years as marketing academics committed to a feminist, critical approach to the marketing curriculum. Feminist pedagogy focuses on critiquing the wider, ...macro-structural realities that impact on gender inequality. A key aim is to empower students to consider how society might be differently structured. We also advocate a multiple perspectives approach, whereby there are no absolutes but rather contexts, thus nudging students to move beyond a micro-managerial mindset, and problematising many of the assumptions embedded in marketing. This includes understanding that identity positions shape social worlds and consumption patterns. Finally we identify three tools for implementing a feminist pedagogy: subjective personal introspection (SPI), collaborative and action learning and a low-hierarchy learning environment.
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