Gender and the self: traversing feminisms, masculinities, and intersectionality towards transformative perspectives

Tuncay Zayer, L. and Coleman, C.A. and Hein, Wendy and Littlefield, J. and Steinfield, L. (2017) Gender and the self: traversing feminisms, masculinities, and intersectionality towards transformative perspectives. In: Solomon, M.R. and Lowrey, T.M. (eds.) The Routledge Companion to Consumer Behavior. Routledge Companions in Business, Management and Accounting. Abingdon, UK: Routledge. ISBN 9781138695160.

Abstract

Perspectives on the self span histories, disciplines, and methodological orientations, though Belk (1988) dates modern conceptions of the self as related to consumer behavior to 1890 with William James. Discussions of the self, however, cannot be disentangled from a discourse on gender. In this chapter, we review how past scholarship has advanced the study of the self, and highlight the importance of gender discourses to conceptualizations of self. Next, we discuss three broad areas of research by contemporary scholars as they relate to gender and self: feminisms, men and masculinity, and intersectional perspectives. Finally, we propose research opportunities for advancing scholarship on gender and self.

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