Gender and Gendering


Theorising Gender and Gendering Theory in Marketing and Consumer Research, Special issue J Mar Man, Edited by Zeynep Arsel, Kirsi Er?ranta and Johanna Moisander; Deadline 1 Oct 2014

Journal of Marketing Management Special Issue Call for Papers

Theorising Gender and Gendering Theory in Marketing and Consumer Research

Guest Editors: Zeynep Arsel, Concordia University, Canada and Aalto University School of Business, Finland; Kirsi Eräranta, Aalto University School of Business, Finland; Johanna Moisander, Aalto University School of Business, Finland.

Deadline for Submission: 1 October 2014

Gender is one of the most visible analytical categories in social sciences. It permeates into marketplace activities in domains ranging from institutional practices to product design to advertising to mundane consumption patterns. It is also a challenging category to inquire into, as well as being controversial. This special issue aims to advance our knowledge on the gendered nature of marketplace activities in its many forms and manifestations.

In the literature on marketing and consumer research, the concept of gender has been used to shed light on the nature of not only consumer identity projects and cultural models (e.g. Evans, Riley, & Shankar, 2010; Holt & Thompson, 2004; Kates, 2004; Martin, Schouten, & McAlexander, 2006; Schroeder, 2003) but also broader marketing theory and practice (e.g. Beetles & Crane, 2005; Bristor & Fischer, 1993; Catterall, Maclaran, & Stevens, 2005; Fischer & Bristor, 1994; Hirschman, 1993; Maclaran & Catterall, 2000; Schroeder & Borgerson, 1998; Stern, 1993, 1999). While this work has advanced our knowledge of the workings of gender in the marketplace, there is still room for further theoretical development of the research area and its practical and managerial implications.

For this special issue, we therefore invite papers that focus on advancing theoretical knowledge in the field in ways that are accessible to the broader community of marketing, management, and consumer scholars. We welcome contributions that seek to critically review, problematise, and rethink the various existing conceptualisations and empirical accounts of gender in the literature, and also work towards new theoretical constructs and frameworks for gaining deeper insights into the gendered nature of marketplace activities. By marketplace activity we refer to a broad spectrum of market-mediated activities and practices, ranging from marketing-related management practice and consumers’ everyday lives to the work of marketing and consumer behaviour scholars in the exceedingly competitive battlefields of academia.

In particular, we welcome papers that advance our knowledge of gender as an analytical construct by incorporating insights and debates from gender studies into contemporary theories of consumption and marketing. Such papers might draw, for example, on theories of performative identity (Butler, 1990, 1997; Eräranta, Moisander, & Pesonen, 2009; Goulding & Saren, 2009); theories of intersectionality (Crenshaw, 1991; Davis, 2008; McCall, 2005); feminist critiques of science (Alcoff & Potter, 1993; Haraway, 1988; Harding, 1986; Longino, 2002); feminist theories of embodiment, post-humanism and new materialism (Barad, 2003, 2007; Braidotti, 2013; Grosz, 1994, 1995; Joy & Venkatesh, 1994; Valtonen, 2012); queer theory (Borgerson, Schroeder, Blomberg, & Thorssén, 2006; Edelman, 2004; Halberstam, 1998, 2005; Kates, 2003; Peñaloza, 1994; Sedgwick, 1990; Turner, 2000); critical theories of men and masculinities (Connell & Messerschmidt, 2005; Eräranta & Moisander, 2011; Hearn, 2004; Schroeder & Zwick, 2004; Thompson & Holt, 2004), feminist postcolonial studies (Spivak & Harasym, 1990) and many more. Beyond topics listed above, we welcome all kinds of high-quality submissions, both theoretical and empirical papers, that continue, build on and extend the existing research and scholarship in the field of gender, marketing and consumer behaviour. …[Read More at the full Call for Papers]

For the full Call for Papers and details about how to submit visit the journal CFP webpage:

For more details about the Journal of Marketing Management visit the main journal webpage:

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