Gender After Gender in Consumer Culture

Elisabeth Tissier-Desbordes is Emeritus Professor of Marketing at ESCP, Paris. She acted as Associate Dean for Research at ESCP and as co-editor of the journal Décisions Marketing. Her research expertise lies in the domains of advertising and taboos, consumer behaviour and consumer culture, and gender studies. Luca M. Visconti is Full Professor of Marketing and Dean of the Faculty of Communication, Culture and Society at USI, Lugano. He served as Lecturer at Università Bocconi and was faculty member at ESCP, Paris. His research expertise lies in the domain of cultural branding, storytelling, and consumer vulnerability and well-being.

• IntroductionGender after gender: fragmentation, intersectionality, and stereotypingElisabeth Tissier-Desbordes and Luca M. ViscontiPart I – Representing Gender Transformations1. Reproducing "rhetrickery" in online fertility marketing: harnessing the "rhetoric of the possible"Jennifer Takhar and Kelly Pemberton2. #freethenipple – digital activism and embodiment in the contemporary feminist movementMargaret Matich, Rachel Ashman, and Elizabeth ParsonsPart II - Contrasting Gender Inequalities and Stereotypes3. Fashionable subjects and complicity resistance: power, subjectification, and bounded resistance in the context of plus-size consumersMaria Carolina Zanette and Eliane Pereira Zamith Brito4. Motherhood in migration: schools as acculturation agentsPilar Rojas Gaviria, Flavia Cardoso, Daiane Scaraboto, and Luciana De Araujo Gil5. Power logics of consumers’ gendered (in)justices: reading reproductive health interventions through the transformative gender justice frameworkLaurel A. Steinfield, Catherine A. Coleman, Linda Tuncay Zayer, Nacima Ourahmoune, and Wendy HeinPart III - Overcoming Gender: The Allure of Gender Neutrality6. Hero shots: involved fathers conquering new discursive territory in consumer cultureSusanna Molander, Ingeborg Astrid Kleppe, and Jacob Östberg7. Undoing gender through performing the otherUsva Anastasia Seregina