Feeling Bodies in Marketing: Aesthetics, Emotions and Gender

Lorna Stevens

Research output: Contribution to journal › Article

Abstract

Gender is deeply embedded in marketing ideology, and it continues to be a topic of concern in the marketing academy. There has been 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. Taking the gender and marketing literature as a starting point, the article thus seeks to incorporate aesthetic labour and emotional labour into the gender and marketing discussion. The rationale for this is that these three literatures, when taken together, offer us a fresh opportunity to consider the on-going impact of gender on marketing. Above all, the article deliberately reintroduces a concerned, 'trailblazing' feminist element into discussions of gender in marketing in order to re-ignite this issue. 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.
Original languageEnglish
Pages (from-to)141-159
Number of pages18
JournalThe Marketing Review
DOIs
Publication statusPublished - 2012

Fingerprint

Emotion
Marketing
Emotional labour
Aesthetic labour
Ideology
Marketers
Gender issues
Empirical research
Discourse
Rationale
Commonality

Cite this

Stevens, Lorna. / Feeling Bodies in Marketing : Aesthetics, Emotions and Gender. In: The Marketing Review. 2012 ; pp. 141-159.
@article{7c05075191844c5f91a600b91e5ec8a6,
title = "Feeling Bodies in Marketing: Aesthetics, Emotions and Gender",
abstract = "Gender is deeply embedded in marketing ideology, and it continues to be a topic of concern in the marketing academy. There has been 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. Taking the gender and marketing literature as a starting point, the article thus seeks to incorporate aesthetic labour and emotional labour into the gender and marketing discussion. The rationale for this is that these three literatures, when taken together, offer us a fresh opportunity to consider the on-going impact of gender on marketing. Above all, the article deliberately reintroduces a concerned, 'trailblazing' feminist element into discussions of gender in marketing in order to re-ignite this issue. 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.",
author = "Lorna Stevens",
year = "2012",
doi = "http://dx.doi.org/10.1362/146934712X13366562572421",
language = "English",
pages = "141--159",
journal = "The Marketing Review",
issn = "1469-347X",
publisher = "Westburn Publishers",

}

Stevens, L 2012, 'Feeling Bodies in Marketing: Aesthetics, Emotions and Gender', The Marketing Review, pp. 141-159. https://doi.org/10.1362/146934712X13366562572421

Feeling Bodies in Marketing : Aesthetics, Emotions and Gender. / Stevens, Lorna.

In: The Marketing Review, 2012, p. 141-159.

Research output: Contribution to journal › Article

TY - JOUR

T1 - Feeling Bodies in Marketing

T2 - Aesthetics, Emotions and Gender

AU - Stevens, Lorna

PY - 2012

Y1 - 2012

N2 - Gender is deeply embedded in marketing ideology, and it continues to be a topic of concern in the marketing academy. There has been 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. Taking the gender and marketing literature as a starting point, the article thus seeks to incorporate aesthetic labour and emotional labour into the gender and marketing discussion. The rationale for this is that these three literatures, when taken together, offer us a fresh opportunity to consider the on-going impact of gender on marketing. Above all, the article deliberately reintroduces a concerned, 'trailblazing' feminist element into discussions of gender in marketing in order to re-ignite this issue. 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.

AB - Gender is deeply embedded in marketing ideology, and it continues to be a topic of concern in the marketing academy. There has been 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. Taking the gender and marketing literature as a starting point, the article thus seeks to incorporate aesthetic labour and emotional labour into the gender and marketing discussion. The rationale for this is that these three literatures, when taken together, offer us a fresh opportunity to consider the on-going impact of gender on marketing. Above all, the article deliberately reintroduces a concerned, 'trailblazing' feminist element into discussions of gender in marketing in order to re-ignite this issue. 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.

U2 - http://dx.doi.org/10.1362/146934712X13366562572421

DO - http://dx.doi.org/10.1362/146934712X13366562572421

M3 - Article

SP - 141

EP - 159

JO - The Marketing Review

JF - The Marketing Review

SN - 1469-347X

ER -

Stevens L. Feeling Bodies in Marketing: Aesthetics, Emotions and Gender. The Marketing Review. 2012;141-159. https://doi.org/10.1362/146934712X13366562572421

Access to Document