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    Power logics of consumers’ gendered (in)justices: reading reproductive health interventions through the Transformative Gender Justice Framework

    Steinfield, L. and Coleman, C. and Tuncay Zayer, L. and Ourahmoune, N. and Hein, Wendy (2018) Power logics of consumers’ gendered (in)justices: reading reproductive health interventions through the Transformative Gender Justice Framework. Consumption Markets & Culture , ISSN 1025-3866. (In Press)

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    Abstract

    Global gender asymmetries in marketing and consumer behavior were recently exemplified by the Transformative Gender Justice Framework (TGJF). The TGJF, however, lacks an explicit reference to power—an aspect that becomes apparent when it is used to assess a consumer phenomenology. In this article we augment the TGJF by building out the power logics and by empirically testing it through an assessment of the reproductive market in Uganda. We capture macro-, meso-, and micro-level power asymmetries, and explore how bio-power and control over resources melds with local gender relations and agentic practices that i) leave social marketing efforts misaligned with embodied realities, and ii) result in dichotomies and tensions in the reproductive health market as the North-South strive to define the modern-traditional, medical-pleasurable, and women-men nature of contraceptives.

    Metadata

    Item Type: Article
    Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis, available online at the link above.
    Keyword(s) / Subject(s): gender injustices, social marketing, power, reproductive health, Africa
    School: School of Business, Economics & Informatics > Management
    Research Centres and Institutes: Innovation Management Research, Birkbeck Centre for
    Depositing User: Wendy Hein
    Date Deposited: 01 Feb 2018 14:51
    Last Modified: 27 Jun 2020 06:24
    URI: https://eprints.bbk.ac.uk/id/eprint/21088

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