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Books > Social sciences > Sociology, social studies > Gender studies > Women's studies
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Women, Consumption and Paradox (Hardcover)
Loot Price: R4,589
Discovery Miles 45 890
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Women, Consumption and Paradox (Hardcover)
Series: Anthropology and Business
Expected to ship within 12 - 17 working days
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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.
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