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 -