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.
Creative Commons License
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.
DOI: 10.23860/MGDR-2023-08-04-02
Available at:
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Anthropology Commons, Economics Commons, Feminist, Gender, and Sexuality Studies Commons, Film and Media Studies Commons, Marketing Commons, Other Business Commons, Sociology Commons
Author Bio
Thinh Nguyen (TK) is pursuing a doctoral degree in marketing at the University of Texas Rio Grande Valley, USA. Originally from Vietnam, TK approaches marketing with critical perspectives, striving to advance societal well-being and promote goodness through his work. His research centers on consumer behavior, with a specific interest in prosocial behaviors and the underlying drives of human behavior.