Can Marketing Transcend Entrenched Gender Biases?

Authors

Thinh Nguyen, The University of Texas Rio Grande Valley

Document Type

Article

Publication Date

2023

Abstract

Through a feminist lens, Maclaran and Chatzidakis (2022) challenge conventional assumptions about gender, emphasizing its performative nature shaped by social practices rather than inherent traits. This commentary extends analyses of key themes such as gender performativity, the male gaze, and subject-object binaries within marketing. It critiques how marketing strategies reinforce existing power imbalances and systemic biases rooted in historical narratives. The writing also reflects on media interpretations of gender issues through films like 'Turning Red' and 'Barbie'. By contextualizing gendered marketing within broader societal frameworks, this writing contributes to ongoing dialogues in media studies, sociology, and gender studies, highlighting the pivotal role of individuals and corporations in challenging norms to foster a more inclusive world.

Comments

Student publication. This work is licensed under a Creative Commons Attribution 4.0 License.

Recommended Citation

Nguyen, Thinh (2023) "Can Marketing Transcend Entrenched Gender Biases?," Markets, Globalization & Development Review: Vol. 8: No. 4, Article 2. https://doi.org/10.23860/MGDR-2023-08-04-02

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Publication Title

Markets, Globalization & Development Review

DOI

https://doi.org/10.23860/MGDR-2023-08-04-02