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    Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities

    Hearn, J. and Hein, Wendy (2015) Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities. Journal of Marketing Management 31 (15-16), pp. 1626-1651. ISSN 0267-257X.

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    Abstract

    Gender has been theorised and studied in many ways and across different disciplines. Although a number of these theorisations have been recognised and adopted in marketing and consumer research, the significance of feminism in knowledge construction has largely remained what we would call ‘unfinished’. Based on a critical reframing of gender research in marketing and consumer research, in dialogue with feminist theory, this article offers theoretical and practical suggestions for how to reinvigorate these research efforts. The analysis highlights dominant theorisations of gender, relating to gender as variable, difference and role; as fundamental difference and structuring; and as cultural and identity constructions. This reframing emphasises various neglected or ‘missing feminisms’, including queer theory; critical race, intersectional and transnational feminisms; material-discursive feminism; and critical studies on men and masculinities. A more detailed discussion of the latter, as a relatively new, growing and politically contentious area, is further developed to highlight more specifically which feminist and gender theories are mainly in use in marketing and consumer research and which are little or not used. In the light of this, it is argued that marketing and related disciplines have thus far largely neglected several key contemporary gender and feminist theorisations, particularly those that centre on gender power relations. The potential impact of these theoretical frames on transdisciplinary studies in marketing and consumer research and research agenda(s) is discussed.

    Metadata

    Item Type: Article
    Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis, available online at http://wwww.tandfonline.com/10.1080/0267257X.2015.1068835
    Keyword(s) / Subject(s): gender, feminism, critical studies on men and masculinities, marketing, consumer research
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Research Centre: Innovation Management Research, Birkbeck Centre for, Gender and Sexuality, Birkbeck (BiGS), Social Research, Birkbeck Institute for (BISR)
    Depositing User: Wendy Hein
    Date Deposited: 01 Dec 2015 13:07
    Last Modified: 01 Feb 2017 02:05
    URI: http://eprints.bbk.ac.uk/id/eprint/13352

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