Women, Consumption and Paradox (Paperback)

Women are the world's most powerful consumers, yet they are largely marketed to erroneously through misconceptions and patriarchal views that distort the reality of women's lives, bodies, and work. This book examines the contradictions and mismatches between women's everyday experiences and market representations. It considers how women themselves exhibit paradoxical behaviour in both resisting and supporting conflicting messages. The volume emphasizes paradox as a form of agency and negotiation through which women develop dialogical meanings. The contributions highlight the ways in which women transform inconsistencies and contradictions in advertising and marketing, global consumption practices, and material consumption into positive practices for living. The rich range of ethnographic accounts, drawn from countries including the United States, Brazil, Mexico, Denmark, Japan, and China, provide readers with a valuable perspective on consumer behaviour.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Series:	Anthropology & Business
Release date:	May 2020
First published:	2020
Editors:	Maryann McCabe • Timothy deWaal Malefyt
Dimensions:	234 x 156mm (L x W)
Format:	Paperback
Pages:	258
ISBN-13:	978-0-367-18612-8
Categories:	Books > Social sciences > Sociology, social studies > Social issues > Consumer issues Books > Business & Economics > Business & management > Sales & marketing > General Books > Social sciences > Sociology, social studies > Gender studies > Women's studies > General Books > Social sciences > Sociology, social studies > Anthropology > Social & cultural anthropology > General
LSN:	0-367-18612-8
Barcode:	9780367186128

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