Refine
Has Fulltext
- yes (1)
Year of publication
- 2018 (1)
Document Type
- Bachelor Thesis (1)
Language
- English (1)
Is part of the Bibliography
- yes (1)
GENDER TROUBLE IN MARKETING
(2018)
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.