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Gender After Gender in Consumer Culture provides an updated
discussion of how gender cuts across consumer culture, in light of
increasing gender fragmentation and integration with other identity
positions. Sex, the biological distinction male/female, and gender,
which refers to a person’s sense of being male, female, or any
other combinations of these, inform issues as varied as personal
identity, social interactions, and market behaviours. First,
contributions account for the increasing fluidity and/or
fragmentation of gender positions, which reshape the interplay
between consumers and marketers. Second, they provide a timely
illustration of how consumption and markets concur in contrasting
gender inequalities, taken both individually and jointly (e.g., at
the intersection of ethnicity or positions of market
marginalisation). Third, chapters question the role of gender in
granting personal and societal well-being, as they reflect on the
collective capacity of constantly undoing gender stereotypes.
Focusing on gender, this book allows the reader to trace the links
among cultural categories (e.g. masculinity, femininity, gender
identity), social phenomena, and market (dis)functioning. The
chapters in this book were originally published as a special issue
in the journal Consumption Markets & Culture.
Gender After Gender in Consumer Culture provides an updated
discussion of how gender cuts across consumer culture, in light of
increasing gender fragmentation and integration with other identity
positions. Sex, the biological distinction male/female, and gender,
which refers to a person's sense of being male, female, or any
other combinations of these, inform issues as varied as personal
identity, social interactions, and market behaviours. First,
contributions account for the increasing fluidity and/or
fragmentation of gender positions, which reshape the interplay
between consumers and marketers. Second, they provide a timely
illustration of how consumption and markets concur in contrasting
gender inequalities, taken both individually and jointly (e.g., at
the intersection of ethnicity or positions of market
marginalisation). Third, chapters question the role of gender in
granting personal and societal well-being, as they reflect on the
collective capacity of constantly undoing gender stereotypes.
Focusing on gender, this book allows the reader to trace the links
among cultural categories (e.g. masculinity, femininity, gender
identity), social phenomena, and market (dis)functioning. The
chapters in this book were originally published as a special issue
in the journal Consumption Markets & Culture.
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