Social and Behavioral Sciences Commons^™

Gender East And West: Transnational Gender Theory And Global Marketing Research, Katherine Sredl

School of Business: Faculty Publications and Other Works

Much of the prior scholarly research on global gender and marketing tends to focus on development. The post-socialist space does not fit neatly into this paradigm, given the diversity of its legacy of ideology, industrialization, feminist thought, and the post-socialist experience of privatization, democratization, European Union expansion, and, in some cases, war. This chapter uses the history of feminist thought in Yugoslavia and Croatia to highlight the contribution the post-socialist space brings to global gender and marketing research: questioning the role of the state in securing rights and questioning assumptions about individualism in a neoliberal era. I argue for an …

Gendered Market Subjectivity: Autonomy, Privilege, And Emotional Subjectivity In Normalizing Post-Socialist Neoliberal Ideology, Katherine Sredl

School of Business: Faculty Publications and Other Works

Most prior studies of marketplace ideology foreground consumer agency as identity co-creation or opposition to ideology. In this research, I consider how the logics of the dwindling state and global neoliberalism discursively form consent in post-socialist Zagreb, Croatia. I use recollections and small group discussions to compare women’s class and generationally based experiences of the daily family meal and work, during Yugoslav exceptionalism and privatization. Changing social relations normalize the gendered subjectivity of neoliberalism in post-socialist Zagreb, characterized by autonomy, the privilege of the younger generation, and the emotional subjectivity of anxiety and loss. Linking consumer experiences to the changing …

Snapshots Of The Self: Exploring The Role Of Online Mobile Photo Sharing In Identity Development Among Adolescent Girls, Jenna M. Drenten

School of Business: Faculty Publications and Other Works

A chapter written by Jenna Drenten for Online Consumer Behavior: Theory and Research in Social Media, Advertising and E-tail (2017).

Gamer Girls: Navigating A Subculture Of Gender Inequality, Robert L. Harrison, Jenna M. Drenten, Nicholas Pendarvis

School of Business: Faculty Publications and Other Works

Purpose

Video gaming, which remains culturally embedded in masculine ideals, is increasingly becoming a leisure activity for female consumers. Guided by social dominance theory, this paper examines how female gamers navigate the masculine-oriented gaming consumption context.

Methodology/approach

Eight avid female gamers (ages 20–29) participated in-depth interviews, following a phenomenological approach to better understand their lived experiences with video gaming. Data were analyzed using phenomenological procedures.

Findings

Findings reveal an undercurrent of gender-based consumer vulnerability, driven by stereotypical perceptions of “gamer girls” in the masculine-oriented gaming subculture. Further, the findings highlight the multilayered, multidimensional nature of gaming as a vulnerable consumption …