Analysis of Feminism in Consumerism Research

Research Article
Open access

Analysis of Feminism in Consumerism Research

Yujia Zhu 1*
  • 1 School of Media, Communication and Sociology, University of Leicester, Leicester, United Kingdom, LE1 7RH    
  • *corresponding author yz585@student.le.ac.uk
Published on 1 March 2023 | https://doi.org/10.54254/2753-7048/3/2022621
LNEP Vol.3
ISSN (Print): 2753-7056
ISSN (Online): 2753-7048
ISBN (Print): 978-1-915371-09-6
ISBN (Online): 978-1-915371-10-2

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

Zhu,Y. (2023). Analysis of Feminism in Consumerism Research. Lecture Notes in Education Psychology and Public Media,3,627-632.
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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.

Cite this article

Zhu,Y. (2023). Analysis of Feminism in Consumerism Research. Lecture Notes in Education Psychology and Public Media,3,627-632.

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About volume

Volume title: Proceedings of the 3rd International Conference on Educational Innovation and Philosophical Inquiries (ICEIPI 2022), Part II

ISBN：978-1-915371-09-6(Print) / 978-1-915371-10-2(Online)
Editor：Abdullah Laghari, Nasir Mahmood
Conference website: https://www.iceipi.org/
Conference date: 4 August 2022
Series: Lecture Notes in Education Psychology and Public Media
Volume number: Vol.3
ISSN：2753-7048(Print) / 2753-7056(Online)

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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.

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