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Books > Social sciences > Sociology, social studies > Gender studies > Women's studies
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Motherhoods, Markets and Consumption - The Making of Mothers in Contemporary Western Cultures (Hardcover)
Loot Price: R4,314
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Motherhoods, Markets and Consumption - The Making of Mothers in Contemporary Western Cultures (Hardcover)
Series: Routledge Interpretive Marketing Research
Expected to ship within 12 - 17 working days
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It takes more than a baby to make a mother, and mothers make more
than babies. Bringing together a range of international studies,
Motherhoods, Markets and Consumption examines how marketing and
consumer culture constructs particular images of what mothers are,
what they should care about and how they should behave; exploring
how women's use of consumer goods and services shapes how they
mother as well as how they are seen and judged by others. Combining
personal accounts from many mothers with different theoretical
perspectives, this book explores: How advertising, media and
consumer culture contribute to myths and stereotypes concerning
good and bad mothers How particular consumer choices are bound up
with women's identities as mothers The role of consumption for
women entering different phases of their mothering lives: such as
pregnancy, early motherhood, and the "empty nest"
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