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.

Feeling the commute: Affect, affordance and communities in motion

This chapter draws upon research conducted in 2012-2013 in the English town of Glossop, Derbyshire, UK, exploring notions of affect, affordance and interconnections as part of a project within the UK’s Arts and Humanities Research Council’s (AHRC) Connected Communities programme: Revisiting the mid-point of British Communities: a study of affect, affordance and connectivity in Glossop. The project aimed to explore how an affectual analysis of place, space and mobility reveal a deeper understanding of how non-familial residents of Glossop connect/ disconnect with each other. This chapter will specifically focus on experiences of Glossop train station, illustrating research data gathered during the train commute from Glossop to Manchester, as well as the affordances of the train station itself. Highlighting contemporary residential migration patterns, practices of commuting and everyday mobilities, this focus asks how people’s senses and feelings of community are constituted in relation to these mobilities and the affordances of particular spaces. The findings of this chapter further reveal that amalgamating a study of affect and atmospheres within social and cultural contexts can impact on the design of mobility, transport and spaces which are designed to facilitate community (dis)connection.