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.

I Can't Believe It's Not Bakhtin!: Literary Theory, Postmodern Advertising and the Gender Agenda

Taking the literary theories of Mikhail Bakhtin as a starting point, the authors offer three gendered readings of a postmodern advertisement for Moët & Chandon champagne. They commence with a discussion of the influence of gender on textual interpretation; continue with an outline of Bakhtin's key concepts, with particular reference to gender; present three contrasting readings of Moët's postmodern advertisement; and conclude with a discussion of their interpretations together with some reflexive reflections on the gender agenda. Though not claiming to offer a comprehensive introduction to Bakhtin, they do try to exemplify, in a quasi-carnivalesque mode of exposition, something of the character of that supremely gifted thinker and to demonstrate the insights his concepts provide in relation to gendered readings of advertising texts.

Utopia and its Discontents: Dreams of Catastrophe and the End of 'the End of History'

The institutionalization of Utopia Studies in the last decade is premised upon a specifically aesthetic reception of Ernst Bloch’s theory of the “utopian impulse” during the 1980s and 1990s. A postmodern uneasiness to both left and right formulations of the "End of History" during this period imposes a resistance to concepts of historical and political closure or totality, resulting in a "Utopianism without Utopia". For all the attractiveness of this pan-utopianism, its failure to consider the relation between historical representation and fulfillment renders it consummate with liberalism as a merely inverted conservatism. In contrast to this specific recuperation of a Bloch, the continuing importance of Walter Benjamin’s theory of the dialectical image and the speculative concept of historical experience which underlies it becomes apparent. The intrusion of the historical Absolute is coded throughout Benjamin’s thought as the eruptive and mortuary figure of catastrophe, which stands as the dialectical counterpart to the utopian wish images of the collective dream. Indeed, the motto under which the Arcades Project was to be constructed derives from Adorno: “Each epoch dreams of itself as annihilated by catastrophe”.

Cyborg Subjects: Discourses on Digital Culture

This book is an interrogation of humanity's new potentials and threats brought by technology when the question of social change is becoming more crucial than ever. Collected in the course of 2010-2012, the selected essays in this anthology confront questions from a wide-ranging perspective that evoke the postmodern idea of the cyborg to illuminate recent phenomena from global warming, Wikileaks, to the Occupy movements. Multiple disciplines from music to psychoanalysis to journalism to anthropology collaborate to examine the way we shape the world from behind our ubiquitous screens to taking to the streets in mass protests. What does the increasing omnipotence of networked machines ultimately mean? What do social networks do to our sense of self, others and society? Does P2P technology foster new ethics and spiritualities? What potentials does posthumanity have to bring about social change? Featuring essays from Robert Barry, Siri Driessen & Roos van Haaften, Bonni Rambatan, Dustin Cohen, Jacob Johanssen, Michel Bauwens, Aliki Tzatha, Zakary Paget, Stefen Baack, Alessandro Zagato, Peter Nikolaus Funke, Glenn Muschert, and Jung-Hua Liu.

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.

The Punk-Rock King: Musical Anachronism in Period Film

Music has a powerful indexical ability to evoke particular times and places. Such an ability has been exploited at length by the often-elaborate soundscapes of period films, which regularly utilise incidental scores and featured period songs to help root their narrative action in past times, and to immerse their audiences in the sensibilities of a different age. However, this article will begin to examine the ways in which period film soundtracks can also be used to complicate a narrative sense of time and place through the use of ‘musical anachronism’: music conspicuously ‘out of time’ with the temporality depicted on screen. Through the analysis of a sequence from the film W.E. (Madonna, 2011) and the consideration of existing critical and conceptual contexts, this article will explore how anachronistic soundtracks can function beyond ‘postmodern novelty’ or ‘nuisance’ to historical verisimilitude, instead offering alternative modes of engagement with story and history.