Feminist epistemology meets the masculinity of marketing and consumer knowledge: a contemporary rendering of a decade-long debate

In this paper I outline possibilities for, and issues arising from, opposition towards the dominant ideologies and practices of marketing knowledge (Hirschman 1993) through an engagement with feminist epistemology (Longino 1991, Harding 1987). Feminist epistemology is a political branch of naturalised epistemology (Quine 1969) primarily concerned with critique of constructions of gender, gender norms and gendered interests within the production of knowledge (Anderson 1995) and with theorising, grounding and legitimating feminist knowledge making practices (Harding 1987). It is most often associated with the feminist critique of science, and with feminist science and technology studies (Haraway 1987, Wajman 1997). Feminist epistemology asks the question, ‘what is the nature of the feminist critical project as a way of knowing?’ (McLennan 1995:392). This paper outlines the basis of the feminist critique of knowledge generally, and as applied to marketing knowledge, offers description of the three main epistemological approaches to this question and suggestions for their application in practice. The paper progresses important work by consumer behaviour theorists (Bristor and Fischer 1993, Hirschman 1993) on the potentials of feminist ways of knowing for marketing and consumer behaviour by moving beyond the tripartite of feminist approaches outlined, and extending the discussion to take into account the development of situated knowledges theory (Haraway 1989, 1997), which has become so important in the decade since these papers were written. It joins ongoing conversations in consumer behaviour and marketing that share similar feminist concerns (Catterall et al 1997, 2000, 2005, Bettany and Woodruffe Burton 1999, 2005, and Hogg et al 1999, 2000) but in this contribution it takes a slightly tangential approach, seeing marketing knowledge in terms of its epistemic culture by using a model of masculinity in academic cultures from feminist theory (Wagner 1994) to help conceptualise it as such. The dominant masculine ideology of marketing knowledge both in execution (Penaloza 1994, Bristor and Fischer 1994, Fischer and Bristor 1993, Woodruffe 1996), and values (Hirschman 1993, Brown 2000, Desmond 1997) has been well documented over the past fifteen years. However, although the basis of this, how is it manifested and how a feminist informed marketing knowledge could be achieved, have been addressed somewhat in the literature (Bristor and Fischer 1993, Hogg, Bettany and Long 2000) an updated rendering is necessary which focuses specifically on epistemology and situates this discussion within a cultural framework. To do this I use the notions of cultural masculinity in academic disciplines developed by Wagner (1994) of ‘organisational egocentrism’, ‘fake collectivity’ and ‘de realisation’. With these, I raise important and specific issues around the notion of the masculinity of marketing knowledge, and then present an outline of feminist epistemologies to illustrate how different feminist approaches to knowledge would address these concerns.

Places and preferences: a longitudinal analysis of self-selection and contextual effects

Contextual theories of political behaviour assert that the contexts in which people live influence their political beliefs and vote choices. Most studies of political assimilation, however, rely on cross-sectional data and fail to distinguish contextual influence from self-selection of individuals into areas. This paper advances understanding of this longstanding controversy by tracking thousands of individuals over an 18-year period in England. We observe individual-level left-right position and party identification before and after residential moves across areas with different political orientations. We find evidence of both non-random selection into areas and assimilation of new entrants to the majority political orientation. However, these effects are contingent on the type of area an individual moves to and, moreover, contextual effects are weak and dominated by the larger effect of self-selection into areas.

Self-organization and social science

Abstract Complexity science and its methodological applications have increased in popularity in social science during the last two decades. One key concept within complexity science is that of self-organization. Self-organization is used to refer to the emergence of stable patterns through autonomous and self-reinforcing dynamics at the micro-level. In spite of its potential relevance for the study of social dynamics, the articulation and use of the concept of self-organization has been kept within the boundaries of complexity science and links to and from mainstream social science are scarce. These links can be difficult to establish, even for researchers working in social complexity with a background in social science, because of the theoretical and conceptual diversity and fragmentation in traditional social science. This article is meant to serve as a first step in the process of overcoming this lack of cross-fertilization between complexity and mainstream social science. A systematic review of the concept of self-organization and a critical discussion of similar notions in mainstream social science is presented, in an effort to help practitioners within subareas of complexity science to identify literature from traditional social science that could potentially inform their research.

Complexity theory and tourism policy research

This paper investigates applications of complexity theory in the social sphere and considers its potential contribution to enhance understanding of tourism policy making. Five concepts are identified to explore complex social circumstances and human interactions that influence policy. Social applications of complexity suggest a move towards localised and deeper studies to explore the dynamics of policy enactment in context. It suggests complexity theory might be used as a thinking tool to enable a more holistic approach to policy analysis and investigate policy in its context, considering interactions between different policies/programmes, and the implications of human agency.