Gender After Gender in Consumer Culture

Gender After Gender in Consumer Culture explores how gender interacts with consumer culture, considering the fluidity and fragmentation of gender positions, the contrast between gender inequalities, and the role of gender in granting personal and societal well-being.

Format: Paperback / softback
Length: 174 pages
Publication date: 25 September 2023
Publisher: Taylor & Francis Ltd

Gender After Gender in Consumer Culture delves into the intricate interplay of gender within consumer culture, particularly in the context of growing gender fragmentation and its integration with other identity positions. Sex, the biological distinction between male and female, and gender, which encompasses a person's sense of being male, female, or any other combination of these, shape a wide range of issues, including personal identity, social interactions, and market behaviors.

Contributions to this book explore the evolving fluidity and/or fragmentation of gender positions, which reshape the dynamic between consumers and marketers. They also provide a timely illustration of how consumption and markets intersect to contrast gender inequalities, both individually and collectively, at the intersections of ethnicity or positions of market marginalization. Furthermore, the chapters raise critical questions about the role of gender in fostering personal and societal well-being, reflecting on the collective capacity to challenge and dismantle gender stereotypes.

By centering on gender, this book offers a unique perspective that traces the interconnectedness between cultural categories, social phenomena, and market (dis)functioning. The chapters in this book were originally published as a special issue in the journal Consumption Markets & Culture, highlighting the significance of gender in understanding consumer behavior and marketing strategies.

Weight: 453g
Dimension: 246 x 174 (mm)
ISBN-13: 9780367646233