Skip to main content Accessibility help

We use cookies to distinguish you from other users and to provide you with a better experience on our websites. Close this message to accept cookies or find out how to manage your cookie settings.

Close cookie message
×
Hostname: page-component-745bb68f8f-kw2vx Total loading time: 0 Render date: 2025-02-05T21:42:22.402Z Has data issue: false hasContentIssue false

Chapter 24 - What about Gender? An Invitation to Market Studies Scholars

from Part VI - Broadening the Perspectives in Market Studies

Published online by Cambridge University Press:  22 November 2024

By
Riikka Murto
Edited by
Susi Geiger ,
Katy Mason ,
Neil Pollock ,
Philip Roscoe ,
Annmarie Ryan ,
Stefan Schwarzkopf  and
Pascale Trompette
Susi Geiger
Affiliation:
University College Dublin
Katy Mason
Affiliation:
Lancaster University
Neil Pollock
Affiliation:
University of Edinburgh
Philip Roscoe
Affiliation:
University of St Andrews, Scotland
Annmarie Ryan
Affiliation:
University of Limerick
Stefan Schwarzkopf
Affiliation:
Copenhagen Business School
Pascale Trompette
Affiliation:
Université de Grenoble
Get access

Summary

Gender remains absent from the agenda of Market Studies. This chapter asks (1) why gender is absent, (2) why Market Studies should bother with gender, and (3) how Market Studies scholars might go about incorporating questions of gender in their research. The chapter traces the roots of the field’s avoidance of gender issues to the idea that gender is either a problematic or an unnecessary concept. The chapter further suggests that studying the co-performation of markets and gender promises to lead to an improved understanding of both gender and markets. Imagining avenues for future research, the chapter seeks inspiration in ethnomethodological theories of gender and Butler’s theory of gender performativity as well as proposes the strategy of seeking constructivist answers to feminist questions.

Keywords

genderperformativityfeminismethnomethodologyButler
Type
Chapter
Information
Market Studies
Mapping, Theorizing and Impacting Market Action
 , pp. 405 - 415
Publisher: Cambridge University Press
Print publication year: 2024

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

Acker, J. (1990) Hierarchies, jobs, bodies: a theory of gendered organizations. Gender and Society, 4(2), 139–158.CrossRefGoogle Scholar
Almeling, R. (2011) Sex Cells: The Medical Market for Eggs and Sperm. Berkeley, CA: University of California Press.CrossRefGoogle Scholar
Alvesson, M., and Billing, Y. D. (2009) Understanding Gender and Organizations, 2nd ed. London: SAGE.CrossRefGoogle Scholar
Araujo, L., Finch, J., and Kjellberg, H. (eds.) (2010) Reconnecting Marketing to Markets. Oxford: Oxford University Press.CrossRefGoogle Scholar
Argo, J. J., and Dahl, D. W. (2018) Standards of beauty: the impact of mannequins in the retail context. Journal of Consumer Research, 44(5), 974–990.CrossRefGoogle Scholar
Bajde, D., Nøjgaard, M., and Kuruoglu, A. P. (2022) The social thickening of market futures: exploring the discursive work of drone visioneers. Marketing Theory, 22(3), 311–332.CrossRefGoogle Scholar
Bauchspies, W. K., and de la Bellacasa, M. P. (2009) Feminist science and technology studies: a patchwork of moving subjectivities. An interview with Geoffrey Bowker, Sandra Harding, Anne Marie Mol, Susan Leigh Star and Banu Subramaniam. Subjectivity, 28, 334–344.CrossRefGoogle Scholar
Berg, A.-J., and Lie, M. (1995) Feminism and constructivism: do artifacts have gender? Science, Technology, & Human Values, 20(3), 332–351.CrossRefGoogle Scholar
Bettany, S., Dobscha, S., O’Malley, L., and Prothero, A. (2010) Moving beyond binary opposition: exploring the tapestry of gender in consumer research and marketing. Marketing Theory, 10(1), 3–28.CrossRefGoogle Scholar
Butler, J. (1990) Gender Trouble and the Subversion of Identity. New York: Routledge.Google Scholar
Butler, J. (1993) Bodies that Matter: On the Discursive Limits of ‘Sex’. New York: Routledge.Google Scholar
Butler, J. (1997) Excitable Speech: A Politics of the Performative. New York: Routledge.Google Scholar
Butler, J. (2004) Undoing Gender. New York: Routledge.CrossRefGoogle Scholar
Çalışkan, K., and Callon, M. (2009) Economization, part 1: shifting attention from the economy towards processes of economization. Economy and Society, 38(3), 369–398.CrossRefGoogle Scholar
Callon, M. (ed.) (1998) The Laws of the Markets. Oxford: Blackwell.Google Scholar
Callon, M. (2008) What does it mean to say that economics is performative?, in MacKenzie, D., Muniesa, F., and Siu, L. (eds.), Do Economists Make Markets? On the Performativity of Economics. Princeton, NJ: Princeton University Press, 311–357.Google Scholar
Chafetz, J. S. (ed.) (2006) Handbook of the Sociology of Gender. New York: Springer.Google Scholar
Cochoy, F. (2007) A sociology of market-things: on tending the garden of choices in mass retailing, in Callon, M., Millo, Y., and Munesia, F. (eds.), Market Devices. Oxford: Blackwell, 109–129.Google Scholar
Cochoy, F., Trompette, P., and Araujo, L. (2016) From market agencement to market agencing: an introduction. Consumption Markets & Culture, 19(1), 3–16.CrossRefGoogle Scholar
Cronin, A. M. (2008) Gender in the making of commercial worlds: creativity, vitalism and the practices of marketing. Feminist Theory, 9(3), 293–312.CrossRefGoogle Scholar
Diaz Ruiz, C., and Kjellberg, H. (2020) Feral segmentation: how cultural intermediaries perform market segmentation in the wild. Marketing Theory, 20(4), 429–457.CrossRefGoogle Scholar
Fausto-Sterling, A. (2000) Sexing the Body: Gender Politics and the Construction of Sexuality. New York: Basic Books.Google Scholar
Fuentes, C., and Sörum, N. (2019) Agencing ethical consumers: smartphone apps and the socio-material reconfiguration of everyday life. Consumption Markets & Culture, 22(2), 131–156.CrossRefGoogle Scholar
Garfinkel, H. (1967) Studies in Ethnomethodology. Cambridge: Polity Press.Google Scholar
Geiger, S., Kjellberg, H., and Spencer, R. (2012) Shaping exchanges, building markets. Consumption Markets & Culture, 15(2), 133–147.CrossRefGoogle Scholar
Gill, R., and Grint, K. (1995) Introduction: the gender–technology relation: contemporary theory and research, in Grint, K., and Gill, R. (eds.), The Gender–Technology Relation: Contemporary Theory and Research. London: Taylor & Francis, 1–28.Google Scholar
Gopaldas, A., and Siebert, A. (2018) Women over 40, foreigners of color, and other missing persons in globalizing mediascapes: understanding marketing images as mirrors of intersectionality. Consumption Markets & Culture, 21(4), 323–346.CrossRefGoogle Scholar
Harju, A. A., and Huovinen, A. (2015) Fashionably voluptuous: normative femininity and resistant performative tactics in fatshion blogs. Journal of Marketing Management, 31(15/16), 1602–1625.CrossRefGoogle Scholar
Helgesson, C.-F., and Muniesa, F. (2013) For what it’s worth: an introduction to valuation studies. Valuation Studies, 1(1), 1–10.CrossRefGoogle Scholar
Hirschauer, S., and Mol, A. (1995) Shifting sexes, moving stories: feminist/constructivist dialogues. Science, Technology, & Human Values, 20(3), 368–385.CrossRefGoogle Scholar
Holt, D. B., and Thompson, C. J. (2004) Man-of-action heroes: the pursuit of heroic masculinity in everyday consumption. Journal of Consumer Research, 31(2), 425–440.CrossRefGoogle Scholar
Kamerman, S., and Moss, P. (eds.) (2009) The Politics of Parental Leave Policies: Children, Parenting, Gender and the Labour Market. Bristol: Policy Press.Google Scholar
Kessler, S. J., and McKenna, W. (1978) Gender: An Ethnomethodological Approach. Chicago: University of Chicago Press.Google Scholar
Kjellberg, H. (2008) Market practices and over-consumption. Consumption Markets & Culture, 11(2), 151–167.CrossRefGoogle Scholar
Kjellberg, H., Hagberg, J., and Cochoy, F. (2019) Thinking market infrastructure: barcode scanning in the US grocery retail sector, 1967–2010, in Kornberger, M., et al. (eds.), Thinking Infrastructures. Bingley: Emerald Publishing, 207–232.CrossRefGoogle Scholar
Kjellberg, H., and Helgesson, C.-F. (2007) On the nature of markets and their practices. Marketing Theory, 7(2), 137–162.CrossRefGoogle Scholar
Kjellberg, H., et al. (2012) Market futures/future markets: research directions in the study of markets. Marketing Theory, 12(2), 219–223.CrossRefGoogle Scholar
Knorr Cetina, K., and Bruegger, U. (2002) Traders’ engagement with markets. Theory, Culture & Society, 19(5/6), 161–185.CrossRefGoogle Scholar
Knorr Cetina, K., and Preda, A. (eds.) (2005) The Sociology of Financial Markets. Oxford: Oxford University Press.Google Scholar
Latour, B. (1987) Science in Action: How to Follow Scientists and Engineers through Society. Cambridge, MA: Harvard University Press.Google Scholar
Latour, B., and Woolgar, S. (2013) Laboratory Life: The Construction of Scientific Facts, rev. ed. Princeton, NJ: Princeton University Press.CrossRefGoogle Scholar
Law, J. (2009) Actor network theory and material semiotics, in Turner, B. S. (ed.), The New Blackwell Companion to Social Theory. Oxford: Blackwell, 141–158.Google Scholar
Lohan, M. (2000) Constructive tensions in feminist technology studies. Social Studies of Science, 30(6), 895–916.CrossRefGoogle Scholar
McKeage, K., Crosby, E., and Rittenburg, T. (2018) Living in a gender-binary world: implications for a revised model of consumer vulnerability. Journal of Macromarketing, 38(1), 73–90.CrossRefGoogle Scholar
MacKenzie, D. (2006) An Engine, Not a Camera: How Financial Models Shape Markets. Cambridge, MA: MIT Press.CrossRefGoogle Scholar
MacKenzie, D., and Millo, Y. (2003) Constructing a market, performing theory: the historical sociology of a financial derivatives exchange. American Journal of Sociology, 109(1), 107–145.CrossRefGoogle Scholar
MacKenzie, D., Muniesa, F., and Siu, L. (eds.) (2007) Do Economists Make Markets? On the Performativity of Economics. Princeton, NJ: Princeton University Press.Google Scholar
Mason, K., Kjellberg, H., and Hagberg, J. (2015) Exploring the performativity of marketing: theories, practices and devices. Journal of Marketing Management, 31(1/2), 1–15.CrossRefGoogle Scholar
Meriläinen, S., Tienari, J., and Valtonen, A. (2015) Headhunters and the ‘ideal’ executive body. Organization, 22(1), 3–22.CrossRefGoogle Scholar
Meyers-Levy, J., and Loken, B. (2015) Revisiting gender differences: what we know and what lies ahead. Journal of Consumer Psychology, 25(1), 129–149.CrossRefGoogle Scholar
Middleton, K., and Turnbull, S. (2021) How advertising got ‘woke’: the institutional role of advertising in the emergence of gender progressive market logics and practices. Marketing Theory, 21(4), 561–578.CrossRefGoogle Scholar
Moncrief, W. C., Babakus, E., Cravens, D. W., and Johnston, M. W. (2000) Examining gender differences in field sales organizations. Journal of Business Research, 49(3), 245–257.CrossRefGoogle Scholar
Murto, R. (2021) Gender categorisation in representational market practice. Journal of Marketing Management, 37(3/4), 238–265.CrossRefGoogle Scholar
Petersson McIntyre, M. (2018) Gender by design: performativity and consumer packaging. Design and Culture, 10(3), 337–358.CrossRefGoogle Scholar
Petersson McIntyre, M. (2021) It’s not all ’bout the money: (un)doing the gendered economy. NORA: Nordic Journal of Feminist and Gender Research, 29(4), 275–289.Google Scholar
Pettinger, L. (2005) Gendered work meets gendered goods: selling and service in clothing retail. Gender, Work and Organization, 12(5), 460–478.CrossRefGoogle Scholar
Pettinger, L. (2013) Market moralities in the field of commercial sex. Journal of Cultural Economy, 6(2), 184–199.CrossRefGoogle Scholar
Roberts, C. (2007) Messengers of Sex: Hormones, Biomedicine and Feminism. Cambridge: Cambridge University Press.CrossRefGoogle Scholar
Schroeder, J. E., and Borgerson, J. L. (1998) Marketing images of gender: a visual analysis. Consumption Markets & Culture, 2(2), 161–201.CrossRefGoogle Scholar
Star, S. L. (1991) Power, technology and the phenomenology of conventions: on being allergic to onions, in Law, J. (ed.), A Sociology of Monsters: Essays on Power, Technology and Domination. London: Routledge, 26–56.Google Scholar
Sunderland, P. L., and Denny, R. M. (2011) Consumer segmentation in practice: an ethnographic account of slippage, in Zwick, D., and Cayla, J. (eds.), Inside Marketing: Practices, Ideologies, Devices. Oxford: Oxford University Press, 137–161.CrossRefGoogle Scholar
Thompson, C. J., and Üstüner, T. (2015) Women skating on the edge: marketplace performances as ideological edgework. Journal of Consumer Research, 42(2), 235–265.CrossRefGoogle Scholar
Tyler, M. (2020) Judith Butler and Organization Theory. New York: Routledge.Google Scholar
Van Oost, E. (2003) Materialized gender: how shavers configure the users’ femininity and masculinity, in Oudshoorn, N., and Pinch, T. (eds.), How Users Matter: The Co-Construction of Users and Technologies. Cambridge, MA: MIT Press, 193–208.CrossRefGoogle Scholar
West, C., and Zimmerman, D. H. (1987) Doing gender. Gender & Society, 1(2), 125–151.CrossRefGoogle Scholar
Westbrook, L., and Schilt, K. (2014) Doing gender, determining gender: transgender people, gender panics, and the maintenance of the sex/gender/sexuality system. Gender & Society, 28(1), 32–57.CrossRefGoogle Scholar
Whelan, E. (2001) Politics by other means: feminism and mainstream science studies. Canadian Journal of Sociology, 26(4), 535–581.CrossRefGoogle Scholar
Woods, H. S. (2018) Asking more of Siri and Alexa: feminine persona in service of surveillance capitalism. Critical Studies in Media Communication, 35(4), 334–349.CrossRefGoogle Scholar
Zayer, L. T., and Coleman, C. A. (2015) Advertising professionals’ perceptions of the impact of gender portrayals on men and women: a question of ethics? Journal of Advertising, 44(3), 1–12.CrossRefGoogle Scholar

Save book to Kindle

To save this book to your Kindle, first ensure no-reply@cambridge.org is added to your Approved Personal Document E-mail List under your Personal Document Settings on the Manage Your Content and Devices page of your Amazon account. Then enter the ‘name’ part of your Kindle email address below. Find out more about saving to your Kindle.

Note you can select to save to either the @free.kindle.com or @kindle.com variations. ‘@free.kindle.com’ emails are free but can only be saved to your device when it is connected to wi-fi. ‘@kindle.com’ emails can be delivered even when you are not connected to wi-fi, but note that service fees apply.

Find out more about the Kindle Personal Document Service.

Available formats
×

Save book to Dropbox

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Dropbox.

Available formats
×

Save book to Google Drive

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Google Drive.

Available formats
×