Advances in Social Behaviour Research

Advances in Social Behaviour Research

Vol. 3, 01 March 2023


Open Access | Article

Analysis of Feminism in Consumerism Research

Yujia Zhu * 1
1 School of Media, Communication and Sociology, University of Leicester, Leicester, United Kingdom, LE1 7RH

* Author to whom correspondence should be addressed.

Advances in Humanities Research, Vol. 3, 627-632
Published 01 March 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Yujia Zhu. Analysis of Feminism in Consumerism Research. LNEP (2023) Vol. 3: 627-632. DOI: 10.54254/2753-7048/3/2022621.

Abstract

On June 12, 2020, a self-made talent show featuring women was shown for the first time on Mango TV. Thirty female performers who were born before 1990 were cast in the program. Sisters Who Make Waves is one of several internet variety programs dominated by youthful superstars that create a portrayal of numerous successful sister identities. From a feminist standpoint, these internet films and television series now portray more mature and autonomous female characters. It was found that women who write and make art use their own voices more and more. The independent pictures of the sisters have a lot of cultural symbolism, and these new pictures help the audience imagine a community. But people need to be aware of how the commercialization of new media affects women. The purpose of this paper is to investigate the evolution of the relationship between consumerism and feminism, as well as how feminist research influences and promotes consumer and marketing research in practice. Therefore, the most recent literature review will be used to cover the history. The results show that in terms of marketing, feminist consumerism makes commercial sense. It builds brand loyalty and increases sales by promoting a broader consumer culture model of dissent.

Keywords

Marketing Research, Feminism, Critiques., Consumerism

References

1. Cole, N. L. and Drossley, A. D. (2009) On Feminism in the Age of Consumption. Available at: https://csrn.camden.rutgers.edu/newsletters/11-1/cole_crossley.htm (Accessed: 20 June 2022).

2. Scott, M. (2017) What You Need To Know About Consumerism. Available at: https://swiftmoney.com/blog/what-you-need-to-know-about-consumerism/ (Accessed: 20 June 2022).

3. Day, L. (2016) What Is Feminism? Available at: https://wgs.eku.edu/what-feminism-0 (Accessed: 20 June 2022).

4. Rampton, M. (2015) Four Waves of Feminism. Available at: https://www.pacificu.edu/magazine/four-waves-feminism (Accessed: 22 June 2022).

5. Mejia, M. (2019) MEJIA: Feminism in conflict with consumerism confronts our values. Available at: https://dailytargum.com/article/2019/03/feminism-in-conflict-with-consumerism-confronts-our-values (Accessed: 24 June 2022).

6. Nelson, A. (2019) Women Drive Majority of Consumer Purchasing and It's Time to Meet Their Needs. Available at: https://www.inc.com/amy-nelson/women-drive-majority-of-consumer-purchasing-its-time-to-meet-their-needs.html (Accessed: 20 June 2022).

7. Silverstein, M. J. and Sayre, K. (2009) The Female Economy. Available at: https://hbr.org/2009/09/the-female-economy (Accessed: 20 June 2022).

8. Mantha, B. R. (2017) PSA: Your Girl-Power Consumerism Isn't Feminism. Available at: https://thefinancialdiet.com/psa-girl-power-consumerism-isnt-feminism/ (Accessed: 24 June 2022).

9. Catterall M, Maclaran P, Stevens L. (2006) ‘The Transformative Potential of Feminist Critique in Consumer Research’, Advances in consumer research, 33, pp. 1-5.

10. Dashper, K. and Roth, S. (2016) ‘Sociology in the 1980s: the rise of gender (and intersectionality)’, Sociology, 50 (6), pp.1-15.

11. Finch, J. (1993) ‘Conceptualising gender’, in Morgan, D. and Stanley, L. (eds) Debates in Sociology. Manchester: Manchester University Press.

12. Harding, S. (1987) ‘Introduction: Is There a Feminist Method?’, in Feminism and Methodology, Bloomington: Indiana University Press, pp. 1-14.

13. Stanford Encyclopedia of Philosophy (2020) Feminist Epistemology and Philosophy of Science. Available at: https://plato.stanford.edu/entries/feminism-epistemology/ (Accessed: 24 June 2022).

14. Firat, A. F. (1994) ‘Gender and Consumption: Transcending the Feminine?’, in Costa, J. (ed.) Gender Issues and Consumer Behavior. Thousand Oaks, CA: Sage, 205-228.

15. Hill, R. P. and Kanwalroop, K. D. (1999) ‘Gender Inequity and Quality of Life: A Macromarketing Perspective’, Journal of Macromarketing, 19 (2), 40-152.

16. Field, F. (1996) Stakeholder Welfare. London: IEA Health and Welfare Unit.

17. Boyer, K. (2003) ‘At Work, At Home? New Geographies of Work and Care-giving under Welfare Reform in the US’, Space and Polity, 7 (1), 75-86.

18. George, K. (2019) The death of consumer feminism: will it ever happen? Available at: https://www.huckmag.com/perspectives/opinion-perspectives/the-death-of-consumer-feminism-will-it-ever-happen/ (Accessed: 30 June 2022).

19. Heller, M. (2016) Feminist Consumerism is Goddamn Confusing. Available at: https://meredithheller.wordpress.com/2016/06/08/feminist-consumerism-is-goddamn-confusing/ (Accessed: 22 June 2022).

20. Rogers, E. (2021) Why Dove’s Real Beauty Campaign Was So Successful. Available at: https://www.liveoakcommunications.com/post/why-dove-s-real-beauty-campaign-was-so-successful. (Accessed: 2 July 2022).

21. Johnston, J. and Taylor, J. (2008) ‘Feminist Consumerism and Fat Activists: A Comparative Study of Grassroots Activism and the Dove Real Beauty Campaign’, Signs Journal of Women in Culture and Society, 33(4), pp. 941-966.

22. Sklair, L. (2001) The Transnational Capitalist Class. Oxford: Blackwell.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this journal agree to the following terms:

1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).

Volume Title
Proceedings of the 3rd International Conference on Educational Innovation and Philosophical Inquiries (ICEIPI 2022), Part II
ISBN (Print)
978-1-915371-09-6
ISBN (Online)
978-1-915371-10-2
Published Date
01 March 2023
Series
Lecture Notes in Education Psychology and Public Media
ISSN (Print)
2753-7048
ISSN (Online)
2753-7056
DOI
10.54254/2753-7048/3/2022621
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated