The Routledge Companion to Marketing and Feminism (Routledge Companions in Marketing, Advertising and Communication)

"This comprehensive and authorative sourcebook, offers academics, researchers and students an introduction to and overview of current scholarship at the intersection of marketing and feminism. In the last five years there has been a resurrection of feminist voices in marketing and consumer research. This mirrors a wider public interest in feminism - particularly in the media as well as the academy - with younger women discovering that patriarchal structures and strictures still limit women's development and life opportunities. The "F" word is back on the agenda - made high profile by campaigns such as #metoo and #timeisup. There is a noticeably renewed interest in feminist scholarship, especially amongst younger scholars and significantly insightful interdisciplinary critiques of this new brand of feminism, including the identification of a neoliberal feminism that urges professional women to achieve a work/family balance on the back of other women's exploitation. Consolidating existing scholarship while exploring emerging theories and ideas which will generate further feminist research, this volume will be of interest to researchers, academics and students in marketing and consumption studies, especially those studying or researching the complex inter-relationship of feminism and marketing"-- Provided by publisher This comprehensive and authorative sourcebook, offers academics, researchers and students an introduction to and overview of current scholarship at the intersection of marketing and feminism. Cover 1 Half Title 4 Series Page 5 Title Page 6 Copyright Page 7 Table of Contents 8 List of figures 12 List of tables 14 About the contributors 15 1 Editors’ Introduction to the Companion 24 SECTION 1 Women in the history of marketing 38 2 Goddesses of the household: Martha Van Rensselaer and the role of home economics in marketing theory 40 3 Creating the critical consumer: Helen Woodward and Hazel Kyrk on self-determination and the good life 54 4 Marketing’s hidden figures: black women leaders in advertising 68 5 Marketing education and patriarchal acculturation: the rhetorical work of women’s advertising clubs, 1926–1940 82 SECTION 2 Gender representations in the marketplace 96 6 Feminist brands: what are they, and what’s the matter with them? 98 7 “One, two, three, four, what are we fighting for?”: deconstructing climate crisis war messaging metaphors using ecofeminism 113 8 Menstruation in marketing: stigma, #femvertising, and transmedia messaging 125 9 In search of the female gaze: querying the Maidenform archive 143 10 From identity politics to the politics of power: men, masculinities and transnational patriarchies in marketing and consumer research 161 SECTION 3 Feminist perspectives on the body in marketing 180 11 Materializing the body: a feminist perspective 182 12 Transformations: is there a role for feminist activism in women’s sport? 194 13 Women’s sexual practices: the B-spot of marketing and consumer research 212 14 Taking off the blindfold: the perils of pornification and sexual abjectification 229 15 The quest for masculine to-be-looked-at-ness? Exploring consumption-based self-objectification among heterosexual men 245 SECTION 4 Difference, diversity, and intersectionality 262 16 Are all bodies knitworthy? Interrogating race and intersecting axes of marginalization in knitting spaces 264 17 Marketing and the missing feminisms: decolonial feminism, and the Arab Spring 280 18 Unfolding climate change inequities through intersectionality, Barad’s new materialism, and post/de-colonial Indigenous perspectives 291 19 Consumption beyond the binary: feminism in transgender lives 319 20 Ageism, sexism, and women in power 331 21 Our aging bodies, ourselves 346 SECTION 5 Gendering digital technologies in marketing 362 22 Black women’s digital media and marketplace experiences: between buying, branding, and Black Lives Matter 364 23 The symbolic violence of digital (anti-)feminist activism 374 24 Big Brother is monitoring: feminist surveillance studies and digital consumer culture 391 25 Seeking safety and solidarity through self-documentation: debating the power of the self(ie) in contemporary feminist culture 411 SECTION 6 Feminist futures: problems, priorities, and predictions 424 26 How the economic sex/gender system excludes women from international markets 426 27 The politics of epistemic marginality: testimonies-in-opposition 443 28 Women who work: the limits of the neoliberal feminist paradigm 457 29 Putting pornography on the marketing agenda: a radical feminist centring of harm for women’s marketplace inequality 468 30 Manifesting feminist marketing futures: undertaking a ‘visionary’ inventory 483 Index 500 Self-Determination;,Critical,Consumer;,Business;,Indentity,Politics;,Marginalization;,Feminist,Activism;,Ecofeminism;,Feminist,Brands;,Gender,Representations;,Advertising;,Black,Women,Leaders;,Home,Economics Self-Determination,Critical Consumer,Business,Indentity Politics,Marginalization,Feminist Activism,Ecofeminism,Feminist Brands,Gender Representations,Advertising,Black Women Leaders,Home Economics