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Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities
Örebro University, School of Humanities, Education and Social Sciences. Management and Organisation, Hanken School of Economics, Helsinki, Finland; Sociology, University of Huddersfield, Huddersfield, United Kingdom. (CFS: Centre for Feminist Studies)ORCID iD: 0000-0002-9808-1413
Department of Management, Birkbeck University, London, United Kingdom.
2015 (English)In: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 31, no 15-16, p. 1626-1651Article in journal (Refereed) Published
Abstract [en]

Gender has been theorised and studied in many ways and across different disciplines. Although a number of these theorisations have been recognised and adopted in marketing and consumer research, the significance of feminism in knowledge construction has 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 article offers theoretical and practical suggestions for how to reinvigorate these research efforts. The analysis highlights dominant theorisations of gender, relating to gender as variable, difference and role; as fundamental difference and structuring; and as cultural and identity constructions. This reframing emphasises various neglected or 'missing feminisms', including queer theory; critical race, intersectional and transnational feminisms; material-discursive 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 theorisations, 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.

Place, publisher, year, edition, pages
Routledge, 2015. Vol. 31, no 15-16, p. 1626-1651
Keywords [en]
critical studies on men and masculinities; consumer research; feminism; gender; marketing
National Category
Gender Studies
Research subject
Gender Studies
Identifiers
URN: urn:nbn:se:oru:diva-47841DOI: 10.1080/0267257X.2015.1068835ISI: 000360824800005Scopus ID: 2-s2.0-84941260614OAI: oai:DiVA.org:oru-47841DiVA, id: diva2:899067
Available from: 2016-01-31 Created: 2016-01-31 Last updated: 2018-09-04Bibliographically approved

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