Gender After Gender in Consumer Culture

Elisabeth Tissier-Desbordes, Luca M. Visconti, Elisabeth Tissier-Desbordes, Luca M. Visconti

• Publisher: Routledge
• Year: 2020
• Print ISBN: 9780367646219
• eBook ISBN: 9781000289121
• Edition: 1
• Topic: Business
• Subtopic: Business General
• Index: Business

Gender After Gender in Consumer Culture provides an updated discussion of how gender cuts across consumer culture, in light of increasing gender fragmentation and integration with other identity positions.

Sex, the biological distinction male/female, and gender, which refers to a person's sense of being male, female, or any other combinations of these, inform issues as varied as personal identity, social interactions, and market behaviours. First, contributions account for the increasing fluidity and/or fragmentation of gender positions, which reshape the interplay between consumers and marketers. Second, they provide a timely illustration of how consumption and markets concur in contrasting gender inequalities, taken both individually and jointly (e.g., at the intersection of ethnicity or positions of market marginalisation). Third, chapters question the role of gender in granting personal and societal well-being, as they reflect on the collective capacity of constantly undoing gender stereotypes. Focusing on gender, this book allows the reader to trace the links among cultural categories (e.g. masculinity, femininity, gender identity), social phenomena, and market (dis)functioning.

The chapters in this book were originally published as a special issue in the journal Consumption Markets & Culture.

Table of contents

• Cover
• Half Title
• Title Page
• Copyright Page
• Table of Contents
• Citation Information
• Notes on Contributors
• Introduction
• 1 Reproducing “rhetrickery” in online fertility marketing: harnessing the “rhetoric of the possible”
• 2 #freethenipple – digital activism and embodiment in the contemporary feminist movement
• 3 Fashionable subjects and complicity resistance: power, subjectification, and bounded resistance in the context of plus-size consumers
• 4 Motherhood in migration: schools as acculturation agents
• 5 Power logics of consumers’ gendered (in)justices: reading reproductive health interventions through the transformative gender justice framework
• 6 Hero shots: involved fathers conquering new discursive territory in consumer culture
• 7 Undoing gender through performing the other
• Index