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GENDER TROUBLE IN MARKETING

  • This thesis performs a critical examination of the gender marketing discourse through a close analysis of notable management bestsellers. Consulting with the feminist philosophical writings of Judith Butler, her theory of gender performativity forms the analytical lens through which the gender marketing literature is examined. The analysis finds that the gender marketing discourse constructs gender through performative acts which call into existence the very gender expressions that it names. As a result, gender stereotypes congeal into oppressive norms, which have the potential to be detrimental to the wider societal interest. Consequently, this thesis pleads for a more gender-sensitive marketing discipline, in which gender becomes a playing field through which hegemonic norms can be questioned.

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Metadaten
Author:Stephanie Holl-Trieu
URN:urn:nbn:de:kobv:b721-opus4-13082
Subtitle (English):A Critical Interrogation of Gender Marketing Literature using Feminist Theory
Referee:Diana Weinberg
Advisor:Dorothea Schmidt
Document Type:Bachelor Thesis
Language:English
Date of first Publication:2018/12/21
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Release Date:2018/12/21
Page Number:68
Institutes:FB I - Wirtschaftswissenschaften / International Business Administration Exchange (IBAEx) B.A.
Licence (German):License LogoUrheberrechtsschutz