Special Issue: Theorising Gender and Gendering Theory in Marketing and Consumer Research
Journal of Marketing Management, Volume 31, 2015, Issue 15-16

Introduction: theorising gender and gendering theory in marketing and consumer research
Zeynep Arsel, Kirsi Eräranta & Johanna Moisander

The abject single: exploring the gendered experience of singleness in Britain
Ai-Ling Lai, Ming Lim & Matthew Higgins
“This paper explores the gendered experience of singleness in Britain through a theoretical and empirical understanding of the abject. Drawing on the writings of Judith Butler, we argue that singleness is culturally pathologised as an abject ‘other’, a liminal state which renders the legitimation of the single subject unintelligible …” Read more >
Read the blog: Why being single is much more than handling just loneliness >

Gendered reading of the body in the bed
Anu Valtonen & Elina Närvänen
“This study contributes to studies on domestic material culture and gender. In studying object–person relations, prior scholars have given priority to materialising the ‘object’, paying less attention to the material aspects of the ‘person’. To redress this gap, we draw on recent feminist materialist and affective turns and conceptualise the object–person relation as inherently gendered, embodied and affective …” Read more >

Fashionably voluptuous: normative femininity and resistant performative tactics in fatshion blogs
Anu A. Harju & Annamari Huovinen
“While research on consumer identity projects has begun to include marginalised consumers, we nevertheless lack insight of the ways in which socio-historical understandings of gendered identity are (re)constructed in the context of consumer resistance and in relation to the market …” Read more >
Read the blog: Fashionably voluptuous: fatshion blogs >

Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities
Jeff Hearn & Wendy Hein
“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’ …” Read more >

Masculinising domesticity: an investigation of men’s domestic foodwork
Marcus Klasson & Sofia Ulver
“This study examines how men configure their gendered identity in relation to a traditionally feminised domain. Hegemonic masculinity is said to structure men’s dominance over women. We use the lens of hegemonic masculinity along with social fields of cultural production to understand new allocations of status capital in relation to gendered identity work…” Read more >

Marketing the female politician: an exploration of gender and appearance
Minita Sanghvi & Nancy Hodges
“This paper sheds light on issues of gender roles and gender hierarchies using Goffman’s theories on gender and performance as a starting point to explore modern-day manifestations of power structures in political marketing, particularly as related to female politicians …” Read more >

Consuming stress: exploring hidden dimensions of consumption-related strain at the intersection of gender and poverty
Martina Hutton
“Consumer stress as experienced at the nexus of gender and poverty, has received limited attention in marketing and consumer research. This empirical study applies the theoretical lens of social stress to explore gendered aspects of poverty, consumption and marketplace activity …” Read more >

Commentary: Towards more marketing research on gender inequality
Eileen Fischer

Commentary: Critical visual analysis of gender: reactions and reflections
Jonathan E. Schroeder & Janet L. Borgerson

Commentary: Feminism’s fourth wave: a research agenda for marketing and consumer research
Pauline Maclaran

Commentary: Judith Butler on performativity and precarity: exploratory thoughts on gender and violence in India
Annamma Joy, Russell Belk & Rishi Bhardwaj

This post is licensed under a Creative Commons Attribution 4.0 International License, unless otherwise stated. Third party materials remain the copyright of the original rightsholder.

Disclaimer: Any views expressed in this posting are the views of the Author(s), and are not necessarily the views of the JMM Editors, Westburn Publishers Ltd. or Routledge, Taylor & Francis Group.