The Transformative Potential of Feminist Critique in Consumer Research

Given the importance of gender in consumer research, one might expect feminist perspectives to be at the forefront of critical engagement with consumer behaviour theory. However, in recent years, feminist voices have been barely audible. This paper explores the value of, and insights offered by, feminist theories and feminist activism, and how feminist theory and practice has altered our understanding of gendered consumption. It then argues that postmodern and postfeminist perspectives have diluted feminism's transformative potential, leading to a critical impasse in marketing and consumer research. In conclusion, we suggest that feminist perspectives, notably materialist feminism, might open up fresh new possibilities for critique, and interesting and worthwhile areas for transformative research in consumer behaviour.

Postmodern Paralysis: The Critical Impasse in Feminist Perspectives on Consumers

Critical perspectives on theory play an important and valued role in disciplines across the academy. Feminist perspectives might be expected to be at or near the forefront of critical engagement with consumer behaviour theory, especially given the importance of gender in consumer research. Following a brief upsurge during the 1990s, critical feminist voices have been muted of late. This paper explores some reasons for this. It begins with a brief overview of research on gender and consumer behaviour and how insights from feminist theories and feminist activism began to alter our understanding of gendered consumption. It then discusses how postmodern and postfeminist perspectives have diluted feminism as a critique of gendered consumption. Finally, it argues that a return to materialist feminism would open up possibilities for new and more critical analyses of gendered consumption.

Conceptualism/feminism/cultural activism

As part of a debate amongst a multi-generational group of artists, art historians and cultural workers exploring the ‘political turn’ in British Conceptual Art, Loraine Leeson spoke on the connections between conceptualism, feminism and socially engaged art practice.

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

Logics of generalization: Derrida, grammatology and transdisciplinarity

This article seeks to explore some issues regarding the different modes of generality at stake in the formation of transdisciplinary concepts within the production of ‘theory’ in the humanities and social sciences. Focused around Jacques Derrida’s seminal account of ‘writing’ in his 1967 book Of Grammatology, the article outlines what it defines as a logic of generalization at stake in Derrida’s elaborations of a quasi-transcendental ‘inscription in general’. Starting out from the questions thereby raised about the relationship between such forms of generality and those historically ascribed to philosophy, the article concludes by contrasting Derrida’s generalized writing with more recent returns to ‘metaphysics’ in the work of Bruno Latour and others. Against the immediately ‘ontological’ orientation of much recent ‘new materialist’ or ‘object-oriented’ thought, the article argues for the necessity of ‘different levels of writing in general’ through a continual folding back of absolute generalization into historically specific disciplinary crossings and exchanges; something suggested by but never really developed in Derrida’s own work.