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First Published in 2012. Routledge is an imprint of Taylor & Francis, an informa company.
An interdisciplinary and cross-cultural collection of readings and archival materials examining the gendered relationship between the home and consumer culture, identity through purchasing, the supply side of consumer culture and the ways in which consumers embrace, resist and manipulate the messages and activities of consumer culture. Topics include: shoplifting, racism in advertising, the Zoot suit, Esquire magazine, Dockers, lesbianism, narcissism.
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.
"A rare pleasure. Rooting gender and consumption in the actions of people making their own history, these brilliant essays move from nineteenth-century pinups to the formation of gendered modernity. Once you've savored this volume, you'll never think of modern life in the same way again."—Temma Kaplan, author of Red City, Blue Period
This volume will be of interest to historians in a wide range of fields.
Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.
Drawing upon anthropological, sociological and historical perspectives, this volume provides a unique insight into women’s domestic consumption. The contributors argue that domestic consumption represents an important lens through which to examine the everyday production and reproduction of socio-economic relations. Through a variety of case studies (such as gambling, wedding day consumption and bedroom décor), the essays explore and reconsider the nature of public and private spaces, and the subsequent nature of domestic space - often by challenging traditional notions of what constitutes ’the domestic’. The volume demonstrates the broad range of experiences that domestic consumption offers women and reveals some of the complex meanings and motivations underpinning women’s consumption practices.
Using an interdisciplinary approach, this book traces the expansion of commodity culture and a mass consumer orientated market, and explores the wider social and cultural implications this had for society. The author emphasizes the key role women played in this evolution and, through a focus on retail crime and individual cases of middle-class shoplifting and fraud, provides the first detailed history of the "kleptomaniac" woman in 19th c. England.
On the influence of gender on consumer behavior