Contesting Ideologies Structuring Gender Transgression in the Swedish Marketplace

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Abstract

This paper interrogates how contesting state and marketplace ideologies in Sweden negotiates the construction of gender transgression in the mar- ketplace. There is always an incessant ideological battle among the differ- ent sides of a society – among the traditionalist and the more progressive, among those who embraces change and those who attempt to conserve corrupting the natural order. Between two such large ideological positions, consumers in Sweden are caught in the crossfires of different messages and strives to figure out their interpretive strategies. Given its status as a welfare State, Sweden is driven, to a large extent, by state– instigated double eman- cipation ideology. On the other hand, both traditional gender ideology and a more progressive gender transgressive ideology – that promotes gender inclusivity, neutrality and fluidity – also pervades consumption in the Swedish marketplace.
Original languageEnglish
Title of host publicationProceedings of the 46th Annual Macromarketing Conference: Macromarketing Putting the Local into Global
EditorsBen Wooliscroft, Francisco Conejo, Alexandra Ganglmair-Wooliscroft, Anthony Samuel
Place of PublicationAuckland, New Zealand, Cardiff, Wales and Denver, Colorado, USA
ChapterXXI Track Gender
Pages594
Number of pages9
Publication statusPublished - 2021 Aug 24
Event46th Annual Macromarketing Conference: Macromarketing Putting the Local into Global - Auckland, New Zealand, Cardiff, Wales and Denver, Colorado, USA
Duration: 2021 Jul 122021 Jul 17
http://www.macromarketing.org/announcement/conference/Macromarketing-Conference-2021/

Conference

Conference46th Annual Macromarketing Conference
Period2021/07/122021/07/17
Internet address

Subject classification (UKÄ)

  • Gender Studies

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