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.

A Feminist Affective Turn for Public Relations: Mothers, Passionate Publics, and the Childhood Vaccine Debate

This project proposes a feminist intervention in how affect and publics are theorized in public relations research. Drawing from extant literature, I argue that public relations theories of affect and publics have been apolitical and lack depth and context (Leitch & Motion, 2010a). Using the context of the online childhood vaccine debate, I illustrate several theories and concepts of the new feminist affective turn, as well as postmodern theories of affect, relevant to public relations research: (a) Public Feelings, “ugly” feelings, agency, and community (Cvetkovich, 2012; Ngai, 2007); (b) passionate politics (Mouffe, 2014); (c) postmodern assemblages, biopower, and body politics (Deleuze & Guattari, 1988; Foucault, 1984); (d) affective facts and logics of future threats (Massumi, 2010); and (e) affective ethics (Bertleson & Murphie, 2010). Scholarship in the areas of public relations, risk, feminist and postmodern affect theory, and the vaccine debate provided theoretical grounding for this project. My research questions asked: How is feminist affect theory embodied by mothers in the vaccine debate? How do mothers understand risks as affective facts in the vaccine debate (if at all)? What affective logics are used by mothers in the vaccine debate (if any)? And, What are sources of knowledge for mothers in the vaccine debate? Multi-sited online ethnographic methods were used to explore how feminist affect theory contributes to public relations research, including 29 one-on-one in-depth interviews with mothers of young children and participant observation of 15 online discussions about vaccines on parenting websites BabyCenter.com, TheBump.com, and WhatToExpect.com. I used snowball sampling to recruit interview participants and grounded theory (Glaser & Strauss, 1967) to analyze interview and online data. Results show that feminist affect theory contributes to theoretical and practical knowledge in public relations by politicizing and contextualizing understandings of publics and elucidating how affective facts and logics inform publics’ knowledge and choices, specifically in the context of risk. I also found evidence of suppression of dissent (Martin, 2015) and academic bias in vaccine debate research, which resulted in cultures of silence. Further areas of study included how specific contexts such as motherhood and issues of privilege and access affect publics’ experiences, knowledges, and choices.

Embodied women at work in neo-liberal times and places

In this article five women explore (female) embodiment in academic work in current workplaces. In a week-long collective biography workshop they produced written memories of themselves in their various workplaces and memories of themselves as children and as students. These memories then became the texts out of which the analysis was generated. The authors examine the constitutive and seductive effects of neoliberal discourses and practices, and in particular, the assembling of academic bodies as particular kinds of working bodies. They use the concept of chiasma, or crossing over, to trouble some aspects of binary thinking about bodies and about the relations between bodies and discourses. They examine the way that we simultaneously resist and appropriate, and are seduced by and appropriated within, neoliberal discourses and practices.

Gender effects on performance in Bulgarian private enterprises

Many of the newly established private enterprises in transition economies in Central and Eastern Europe (CEE) are owned and managed by women (Degtiar, 2000). However, there are limited research and knowledge on gender, management, and organization in CEE (Metcalfe and Afanassieva, 2005) and, particularly, on the performance of female-owned companies. Sporadic empirical evidence shows that female-owned companies have worse performance than male-owned companies in transition economies (Drnovsek and Glas, 2006; Aidis, 2006). The purpose of this paper is twofold. First, we study the factors that affect the performance of female-owned companies in a transition context. Second, we compare how performance varies between female and male-owned businesses in such a context. Combining the Feminist Theory, the Institutional Theory, and the literature on determinants of firm performance, we derive hypotheses about the determinants of the performance of female-owned companies and about gender differences in performance. The proposed hypotheses are tested in a sample of 501 private Bulgarian companies. Our results indicate that a number of individual, organizational, and environmental characteristics are significant determinants of the performance of both female and male-owned companies. Although there are gender differences in performance, they disappear when other factors are controlled for. We conclude with some recommendations for policy implications and place the current results in respect to future research.

Naiskomiikka : huumorista stand upiin, naurusta valtaan

The final project deals with the question of female comedy and the comedy made by women. Comedy has traditionally been made by men and the woman has been the one who laughs. A funny woman has been a rare phenomenon. Although times have changed and gender roles have become more flexible, female comedians still remain in a minority compared to their male colleagues. The essay reviews the social and historical structures that influence the position of women in general and on the field of comedy in particular. The teoretical basis to this is feminist theory. Female comedy and humour have features of their own, that are being examined in the essay. It also makes a difference between feminine comedy and feminist comedy. Largely the project handles stand up comedy. The popularity of stand up comedy has changed the field of professional entertainment and brought a number of widely gifted comedians to a common knowledge. Stand up has an opportunity to be a political tool, which is essential for marginal comedians, which also includes female comedians. One of the fundamental subjects of the project is the political character of comedy. The essay also portrays the historical roots of stand up comedy in the Finnish and in the American tradition. It reflects on the fore mothers of the modern female comedian. The reasons that make a woman become a comedian are under consideration, as well as the strategies that help her to get her voice and message delivered. Since a woman is still held in the marginal, it gives female comedy a feature of its own. This way comedy can become a tool for a feminist battle.

La fraternidad de los cuerpos posthumanos. La ciencia ficción como territorio de reproducción y de resistencia del imaginario masculino tradicional

This paper analyses the representations of the body present in contemporary science-fiction literature and film. Using theoretical concepts by Althusser, Foucault and Haraway, the text establishes first a typology of cybernetic organisms in contemporary culture and reviews its presence and ideological implications in films like Robocop (1987), Johny Mnemonic (1995) or Matrix (1999). The paper argues for a self-conscience as political and historical subjects in order to avoid falling into a fallacious cyberandroginy that reinforces phallogocentric power structures.

Presents al nostre temps

Aquest dossier es titula "Jeanne Hersch" i, això no obstant, començaré referint-me a un diccionari i a Hannah Arendt (1906-1975). Prego un temps de benevolència per al següent desplegament de dades que, en aparença, no vénen a tomb. L'any 1979 es publicava a Madrid la sisena edició d'una obra monumental, el Diccionario de Filosofía de José Ferrater Mora (1912-1991). Aquesta edició fou reimpresa, si més no, set cops en vida del seu autor. La setena reimpressió és de 1990,1 i és la que em serveix per a allò que vull comentar aquí.

Notes sobre subjectivitat i experiència

The aim of this paper is to underline the fact that, in most contemporary philosophical debates (and somehow, issues in feminist theory are not an exception), a well-known term is playing an important role: experience. We need a cartography of the uses of experience, if we want to know what we are talking about and also if we intend to analyze and to rethink the last 25 years of ¿women studies¿, ¿gender studies¿ or ¿subaltern studies¿.

Moderata Fonte y María Zambrano: por cuenta propia

In this paper, Rosa Rius thinks about feminine identity and its history, based on the expressions of freedom of two authors living four centuries apart: the Venetian humanist Moderata Fonte (1555-1592) and the Malagan philosopher María Zambrano (1904-1991). The fact that these women¿s freedom is taken as one of their main identifying elements, and straining the historical action of this freedom, unforeseen by the establishment, does not at all imply that the undeniable discrimination inflicted upon women throughout centuries is forgotten or goes on without protest.

Les dones i les idees

Amb el títol -La passió per la llibertat- va tenir lloc, entre el 2 i el 5 d'octubre del 2002, al Centre de Cultura Contemporània de Barcelona, el Xè Simposi Internacional de Filòsofes. La història d¿aquesta reunió comença l'any 1999, quan, des del Seminari Filosofia i Gènere vam presentar a la IAPh1 la candidatura de Barcelona per celebrar el simposi del 2002, tot competint amb la de Gothenburg.

Hermenéutica del deseo y género sexual

"La que mis palabras esconden, mi cuerpo lo revela". El interés de esta cita de Roland Barthes1 para una reflexión formal sobre la distinción de género entte 10 femenino y 10 masculino radica en el supuesto de la diferencia hermeneutica entte las palabras y el cuerpo, que se oponen conceptualmente a partir de su función, respectivamente, ocultadora y reveladora en relación con el deseo.

Relazioni pericolose: ovvero uomini e femminismo

C'e qualcosa d'impertinente e sovversivo nella diade "uomini e femminismo", in cui il nesso copulativo sembrerebbe caricarsi piil che mai di un significato contrastivo anziche esprimere una reale contiguitA. Sento una profonda inquietudine. E non e certo il fantasma della fiera Pentesilea che si erge nella mia mente; piuttosto la voce di Rosi Braidotti che, in un articolo apparso nel 19872, dichiarava «gli uomini non sono e non dovrebbero essere "nel" femminismo; 10 spazio femminista non gli appartiene, non e comprensibile per loro».