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Chapter 24 - What about Gender? An Invitation to Market Studies Scholars

from Part VI - Broadening the Perspectives in Market Studies

Published online by Cambridge University Press:  22 November 2024

By
Riikka Murto
Edited by
Susi Geiger ,
Katy Mason ,
Neil Pollock ,
Philip Roscoe ,
Annmarie Ryan ,
Stefan Schwarzkopf  and
Pascale Trompette
Susi Geiger
Affiliation:
University College Dublin
Katy Mason
Affiliation:
Lancaster University
Neil Pollock
Affiliation:
University of Edinburgh
Philip Roscoe
Affiliation:
University of St Andrews, Scotland
Annmarie Ryan
Affiliation:
University of Limerick
Stefan Schwarzkopf
Affiliation:
Copenhagen Business School
Pascale Trompette
Affiliation:
Université de Grenoble
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Summary

Gender remains absent from the agenda of Market Studies. This chapter asks (1) why gender is absent, (2) why Market Studies should bother with gender, and (3) how Market Studies scholars might go about incorporating questions of gender in their research. The chapter traces the roots of the field’s avoidance of gender issues to the idea that gender is either a problematic or an unnecessary concept. The chapter further suggests that studying the co-performation of markets and gender promises to lead to an improved understanding of both gender and markets. Imagining avenues for future research, the chapter seeks inspiration in ethnomethodological theories of gender and Butler’s theory of gender performativity as well as proposes the strategy of seeking constructivist answers to feminist questions.

Keywords

genderperformativityfeminismethnomethodologyButler

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Type
Chapter
Information
Market Studies
Mapping, Theorizing and Impacting Market Action
 , pp. 405 - 415
Publisher: Cambridge University Press
Print publication year: 2024

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