Feeling Bodies in Marketing: Aesthetics, Emotions and Gender

Gender is deeply embedded in marketing ideology, and it continues to be a topic of concern in the marketing academy. There is little attention paid by marketers, however, to related studies in other fields on aesthetic labour and emotional labour in relation to gender issues, despite the commonalities and intersections between them. This article seeks to incorporate aesthetic labour and emotional labour into the gender and marketing discussion. It concludes by calling for greater critical awareness of gender as a dominant motif in our ideologies, discourses and practices in marketing, offering suggestions for empirical research into this important topic.

Exploring the relationship between women’s empowerment and the internet in China: potentials and constraints

This thesis reports on an exploratory study of the relationship between the Internet and women’s empowerment in China. The theoretical framework of the study combines feminist theorisations of power – the core concept of empowerment – with insights from sociological perspectives on power and gender, as well as collective action theory. This allows for the conceptualisation of women’s empowerment as a dynamic process that is shaped by a set of communicative practices. Focusing on female Chinese bloggers and women’s groups of different organisational types, this study aims to explore the respective ways in which these two types of women actors use the Internet with a view to examining whether, and the extent to which it enables them to generate a sense of empowerment. The empirical data mainly derives from interviews with female bloggers and with staff members from different women’s groups, as well as from a features analysis and social network analysis of the sampled blogs and official websites of studied groups. Overall, the findings suggest that the opportunities offered by the Internet for women’s empowerment through awareness-raising, social interactions, and the organising of collective action, are limited. For female bloggers, their activities do not translate the new communicative practices afforded by the Internet into concrete action to bring about changes in their everyday life. On the contrary, blogs become an alternative platform to discipline their behaviours and to reinforce patriarchal gendered norms. Moreover, the research finds that the promise of empowerment is further undermined by the pervasive commercialisation of the Internet and state control. For women’s groups, contextual factors prevent them from fully realising the potential of the Internet for increasing their organisational visibility, promoting public awareness about gender issues, building a sense of the collective, campaigning, or networking. The major barriers in these processes are state control, a lack of resources, online censorship, and at times, competition from commercial sites. In this respect, the Internet does not play a significant role in forming a collective to challenge existing unjust power relations.

Gender, language and floor apportionment in political debates

Political debates are speech events which foreground issues of power and the `floor', and allow the opportunity of assessing the ways in which the gender of participants affects their construction as more or less powerful participants in debates. Debates in the British House of Commons are adversarial in style, making it appropriate to view the floor as `the site of a contest where there is a winner and a loser'. Previous research into political debates has found that male participants violate the formal rules in debates more than their female counterparts, in order to gain the floor. Although the canonical form and rules of debates exist to `permit the equalization of turns', rule violations are common, and inequalities between participants exist. In this article legal and illegal interventions are evaluated in five debates in order to establish the extent to which the gender of participants is related to the control that an individual has over the debate floor.

'I am not an Honourable Lady': gender and language in the National Assembly for Wales

Women have been historically underrepresented in political institutions and it has been claimed that it is difficult for women to succeed in the masculinist cultures that exist in political contexts. The ‘new’ devolved institutions of the UK offer opportunities to investigate gender inequality in political contexts which have a greater proportion of women members; that have included women from their inception; and that have been designed with egalitarian issues to the fore. Here, ethnographic and discourse analytic data is used to assess a senior woman’s performance in the National Assembly for Wales; to explore politicians’ appraisal of this performance; and to analyse the breakdown of the debate floor in terms of ‘rule-breaking’ activities such as barracking. In this Community of Practice the individual’s performance draws upon communicative styles that are both stereotypically masculine (adversarial) and feminine (consensual), which can be viewed as an indication of the speaker’s competence. However, this is undermined by the speaker’s failure to adopt the correct linguistic practices for this CoP which leads to the breakdown of the formal debate discourse. Assembly Members appraise this failure negatively while also drawing upon stereotypical notions of gendered communicative norms and wider discourses of gender differentiation.

Marketing and Feminism: Current Issues and Research

This cutting edge, innovative volume offers the best of current scholarship on feminist perspectives in marketing. Through many exciting and often controversial discussions, it highlights and challenges assumptions about women and gender in marketing theory and practice from both historical and current contexts

Gender, Nationality and Cultural Representations of Ireland: An Irish Woman's Place?

Ireland has struggled with its ‘feminine’ identity throughout its history. The so-called ‘chasmic dichotomy of male and female' is embedded in colonial and postcolonial constructions of Irishness and it continues to manifest itself in contemporary cultural representations of Ireland and Irishness. This study explores issues of gender and nationality via a reading of a 70-second television advertisement for Caffrey's Irish Ale, titled ‘New York’. The article suggests that, although colonial and postcolonial discourse on Ireland continues to perceive the ‘feminine’ in problematic terms, this is gradually changing as Irish women increasingly, in poet Eavan Boland's words, ‘open a window on those silences, those false pastorals, those ornamental reductions’ that have confined us.