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.

Intersecting Whiteness: Interdisciplinary Debates

This article sets out the purview of this special issue of Ethnicities. Whiteness Studies has moved from the margins and has become an accepted focus for study in Critical Race Studies. We argue that current scholarship is developing the paradigm empirically and theoretically, and does so without need to justify its approach. This special issue incorporates a number of national and transnational contexts, is located in a number of disciplines and theoretical approaches, and develops the intersections between whiteness and gender, queer studies, migration, nationalism and militarization.

Queering Apartheid: The National Party’s 1987 ‘Gay Rights’ Election Campaign in Hillbrow

This article investigates the anomaly in apartheid history of the ruling National Party's (NP) fielding a ‘pro-gay rights’ candidate in the Hillbrow constituency during the 1987 whites-only election in South Africa. The NP was aided in its Hillbrow campaign by the gay magazine Exit, which encouraged its readership to ‘vote gay’ in the election and published a list of candidates who were favourable to gay rights in South Africa. The Hillbrow campaign is intelligible when the intersections between race and sexuality are analysed and the discourses wielded by the NP and Exit are spatially and historically situated. The Hillbrow/Exit gay rights campaign articulated discourses about the reform of apartheid in white self-interest and conflated white minority and gay minority rights, thereby contributing to the NP's justification for apartheid. The NP candidate's defeat of the incumbent Progressive Federal Party (PFP) MP for Hillbrow, Alf Widman, was trumpeted by Exit as a powerful victory and advance for gay rights in South Africa, but the result provoked a sharp backlash among many white gay men and lesbian women who organised to openly identify with the liberation movement. The Exit/Hillbrow campaign problematises the singular assumptions that are often made about race and sexuality in apartheid South Africa, and illustrates how political, social and economic crisis can provoke reconfigurations of identities vis-à-vis the status quo.

Risk and benefits in lifestyle sports: parkour, law and social value

This paper examines the interrelationship between law and lifestyle sports, viewed through the lens of parkour. We argue that the literature relating to legal approaches to lifestyle sport is currently underdeveloped and so seek to partially fill this lacuna. Hitherto, we argue, the law has been viewed as a largely negative presence, seen particularly in terms of the ways in which counter-cultural activities are policed and regulated, and where such activities are viewed as transgressive or undesirable. We argue that this is a somewhat unsophisticated take on how the law can operate, with law constructed as an outcome of constraints to behaviour (where the law authorises or prohibits), distinct from the legal contexts, environments and spaces in which these relationships occur. We argue that the distinctive settings in which lifestyle sports are practiced needs a more fine-grained analysis as they are settings which bear, and bring to life, laws and regulations that shape how space is to be experienced. We examine specifically the interrelationship between risk and benefit and how the law recognises issues of social utility or value, particularly within the context of lifestyle sport. We seek to move from user-centred constructions of law as an imposition, to a more nuanced position that looks at parkour at the intersections of law, space and lifestyle sport, in order to reveal how law can be used to support and extend claims to space.