Women Consumption and Paradox

Women  Consumption and Paradox

Les trois sagesses chinoises: Taoïsme, Confucianisme, Bouddhisme. Paris: Albin Michel. 2014. La souplesse du dragon: Les fondamentaux de la culture chinoise. Paris: Albin Michel. Jones, Geoffrey. 2010. Beauty Imagined: A History of the ...

Author: Timothy de Waal Malefyt

Publisher: Routledge

ISBN: 9781000052992

Category: Social Science

Page: 258

View: 960

Women are the world’s most powerful consumers, yet they are largely marketed to erroneously through misconceptions and patriarchal views that distort the reality of women’s lives, bodies, and work. This book examines the contradictions and mismatches between women’s everyday experiences and market representations. It considers how women themselves exhibit paradoxical behaviour in both resisting and supporting conflicting messages. The volume emphasizes paradox as a form of agency and negotiation through which women develop dialogical meanings. The contributions highlight the ways in which women transform inconsistencies and contradictions in advertising and marketing, global consumption practices, and material consumption into positive practices for living. The rich range of ethnographic accounts, drawn from countries including the United States, Brazil, Mexico, Denmark, Japan, and China, provide readers with a valuable perspective on consumer behaviour.
Categories: Social Science