Using institutional theory as a lens to examine a context in transition, this research illustrates how macro forces permeate four logics from which advertising professionals draw, specifically logics of: gender roles, power, duality, and risk. This research builds on work at the intersection of gender, advertising and institutions, which bridges macro and micro issues faced by advertising professionals, to explore the unique East-West context of Turkey. The chapter concludes by offering directions for further research on moral obligations to consumers in the intersecting theoretical domains of corporate social responsibility, the marketplace, vulnerability, and feminism.Īdvertisers face longstanding challenges-perhaps more acute under shifting cultural and gender forces such as the global #metoo movement-in creating gendered messages.
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We find that transmedia content - consumer images and replication of CSR hashtags - captures collective struggle related to stigma and the female body, uses humorous and/or transgressive posts as a form of collective de-stigmatization, and calls for collective action for menstrual justice. It does so by exploring the ways that gender stigmas are challenged and reproduced in brand-driven femvertising discourses for menstrual products, particularly through Millennial and Gen Z consumer discourses of menstruation using transmedia (i.e., hashtags, visual, text) content.
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This chapter’s inquiry into femvertising explores how #LikeAGirl, a gendered corporate social responsibility (GCSR) campaign, aligns with or undermines feminist goals of collective struggle against oppressive power relations in transmedia contexts. I argue for an extension of the current perspective on researching global gender and marketing that continues its social justice focus and includes a transnational approach, which allows for future research that attends to the differences among women in global regions, acknowledges the diversity of experiences of oppression, and gives voice to local feminist thought and activism. This chapter usesthe 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. 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. Much of the prior scholarly research on global gender and marketing tends to focus on development. Linking consumer experiences to the changing role of the state and market ideologies contributes to scholarship on globalization, gender, the socio-historic patterning of consumption, and marketplace ideology, by demonstrating that changes in ideology and state disrupt and replicate privilege to create new, gendered market subjectivities and social inequalities, normalized through changing everyday social relations.
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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. 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. In this research, I consider how the logics of the dwindling state and global neoliberalism discursively form consent in post-socialist Zagreb, Croatia. Most prior studies of marketplace ideology foreground consumer agency as identity co-creation or opposition to ideology.