What’s Love/Sex/Gender/Gex Got To Do With it? : Gender, Men, Masculinities, Marketing and Consumer Behaviour

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This is the accepted version of a paper presented at 12th Conference on Gender, Marketing

and Consumer Behaviour, Aalto University, Helsinki, Finland, June 24-26, 2014..

Citation for the original published paper:

Hearn, J. (2014)

What’s Love/Sex/Gender/Gex Got To Do With it? : Gender, Men, Masculinities,

Marketing and Consumer Behaviour


N.B. When citing this work, cite the original published paper.

Permanent link to this version:


Conference program



Conference on Gender, Marketing and Consumer Behavior

June 24-26, 2014, Helsinki, Finland, Aalto Univeristy School of Business, Chydenia building (Runeberginkatu 22–24)

Tuesday - June 24

09.30 – 10.45 Registration (Chydenia building main lobby)

10.45 – 11.00 Welcome! (G-111/112)

Ilona Mikkonen & Johanna Moisander, Aalto University 11.00 – 12.00 Keynote speech I (G-111/112)

What’s Love/Sex/Gender/Gex Got To Do With it? Gender, Men, Masculinities, Marketing and Consumer Behaviour

Jeff Hearn, Hanken School of Economics, Finland

Invited comment by Jacob Östberg, Stockholm University, Sweden 12.00 – 13.00 Lunch

Aalto University School of Business Chydenia Restaurant (Registration continues in the main lobby)

13.00 – 14.30 Competitive Paper Session 1 (G-111/112)

Chair: Ilona Mikkonen

1.1.Benedetta Cappellini, Gilly Smith & Lorna Stevens: Nigellissima: An Exploratory Study of Glamour, Femininity and Performativity

1.2. LaurenGurrieri, Jan Brace-Govan, & Helen Cherrier: She wants it? Subject positions and discourses in violent 'porno-chic' advertising representations

1.3. Luciana Walther: Resistance and Extremism: Why Women's Erotic Consumption Is Not a Threat to Men

14.30 – 15.00 Afternoon break

15.00 – 16.30 Competitive Paper Session 2 (G-111/112)

Chair: Johanna Moisander

2.1. Shona Bettany & Ben Kerrane: Theorising gender, theorising fat: the material-semiotics of the obesogenic environment for professional women weight cyclers,

2.2. Dee Duffy: The Gender Continuum: Analysing constructions of masculinity across the situational contexts of consumption and leisure practices

2.3. Marja Vehviläinen: Consumption in companion species networks 16.30 – 18.30 Opening reception


Wednesday – June 25

10.00 – 11.00

Parallel Competitive Paper Sessions

Competitive Paper Session 3 (G-109)

Chair: Lisa Penaloza

3.1. Laurence Bundy & Lisa Penaloza: Power issues in the kitchen: a gendered perspective on food acculturation

3.2. Isabelle Ulrich & Elisabeth Tissier-Desbordes: Gender flexibility and men’s perception of products and brands

Competitive Paper Session 4 (G-107)

Chair: Martina Hutton

4.1. Martina Hutton: Consuming Stress: Exploring the Intersection of Female Poverty and Consumption-Related Strain

4.2. Elisabeth Parsons, Benedetta Cappellini & Alessandra Marilli: The Hidden Work of Coping: Gender and the Micro-politics of Household Consumption in Times of Austerity 11.00 – 12.00 Keynote speech II (G-111/112)

Women, children as the “other”: Rape and abuse in the Indian context

Annamma Joy, University of British Columbia Okanagan, Canada

Invited comment by Alladi Venkatesh, University of California Irvine, USA

12.00 – 13.00 Lunch

Aalto University School of Business Chydenia Restaurant 13.00 – 15.00 Parallel Special Sessions

A: Shaping Gender Through Media Consumption and Production (G-112)

Catherine A. Coleman, Katherine Sredl, Linda Tuncay Zayer & Marie-Agnès Parmentier A.1. Cristel Russell & Hope Jensen: Death Of a Gendered Media Genre

A.2. Hallie Workman: The Front Page Of The Internet”: Negotiation Of Meaning In A Gendered Online Community

A.3. Jacob Östberg: Paternity Leave in Sweden: Heaven or Hell?

A.4. Katherine Sredl, Catherine A. Coleman, Linda Tuncay Zayer & Marie-Agnès Parmentier: A Feminism of a Generation: Examining Multi-Platform Consumption of Girls

B: Thealogy: Questioning Consumer Research Through Goddess Culture (G-109)

Pauline Maclaran & Diego Rinallo

B.1. Diego Rinallo: Consuming the Goddess: Romanticizing the past vs. Postmodern Engagements with Consumer Culture

B.2. Lorna Stevens: Reimagining and Reclaiming the Crone: Celebrating the Return of the Triple Goddess in Consumer Culture

B.3. Pauline Maclaran & Linda Scott: “Goddess in a Box”: Shopping for the Divine Feminine in Glastonbury


15.30 – 17.00 Parallel Developmental Paper Sessions 1 Men and masculinities (G-107)

Chair: Susanna Molander

1A Nazli Alimen: Turkish Islamic Masculinities: The Investigation of Bodily Appearances. 1B Olga Kravets & Alev Kuruoglu: “Moisturized Men”: Grooming as a Competence in the Neoliberal Marketplace

1C Susanna Molander: Mothering men and their consumption

2 Celebrity, fashion, and gender (G-112)

Chair: Annamari Huovinen

2A Jonathan Bean & Hanne Pico Larsen: The Constraints of Powerful Narrative Form: Exploring Fairy Tales, Celebrity, and Gender

2B Ashleigh Logan: Unpacking the Fashion Ideology of the Celebrity Princess Brand 2C Anu Harju & Annamari Huovinen: Normative femininity in fa(t)shion blogs: Fashion as social capital in identity formation

3 Family and domestic spaces (G-109)

Chair: Dianne Dean

3A Rachael Budowle & Kent Drummond: The New Domestic: Fluid Gender Performance in Online Spaces

3B Dianne Dean, Jean Kellie & Pat Mould: One is not born a caregiver, but rather one becomes one. Gendering ageing parent caregiving and the implications for family decision making

3C Shikha Upadhyaya & Susan C. Dewey: Between the Family and the Market in Fiji 17.00 – 18.30 Parallel Special Sessions

C. Special event: Meditating on the Midsummer Goddess: An embodied, thealogical experience for women and men (G-106)

Diego Rinallo

D. Videographic Expression in Gender Research (G-109)

Shelagh Ferguson & Joonas Rokka 19.30 – 22.00 Conference Dinner


Thursday – June 26

09.30 – 11.00 Parallel Developmental Paper Sessions

4 Sexuality and cultural mediators (G-109)

Chair: Jenna Drenten

4A Gry Høngsmark Knudsen: Reading for Effect

4B Rome, Alexandra: The social construction of female sexuality and its impact on sexual advertising consumption

4C Jenna Drenten: Crossing the #Bikinibridge: Exploring the role of social media in propagating body image trends

5 Body and consumer culture (G-107)

Chair: Wendy Hein

5A Anu Valtonen:A bed of one’s own: Exploration of the sleeping body

5B Josephine Go Jefferies:Exploring Patient Experience of Telehealth for Self-management of Chronic Disease: Using Feminist Perspectives to Analyse Discursive Change in the Healthcare Servicescape

5C Wendy Hein: Theorising gender equality in marketing and consumer research

6 Organizational and societal issues (G-106)

Chair: Rita Järventie-Thesleff

6A Rita Järventie-Thesleff, Ella Lillqvist and Sven-Ove Horst: Constructing identity at work: A performative approach to corporate identity

6B Aliette Lambert, Stephanie O’Donohoe and Kate Orton-Johnson: Having it all? Consumer culture, person-object relations, and the lived experience of female emerging adults

6C Dicle Yurdakul-Şahin and Deniz Atik: Exposure, Exclusion and Experiences in the Low Income Context: Women’s Struggle with Poverty and More

11.00 – 12.00 Keynote speech III (G-111/112)

Of Fads, Fashion, and Gender Research

Eileen Fischer, York University, Canada

Invited comment by A. Fuat Firat, University of Texas – Pan American, USA & Aalto University School of Business, Finland

12.00 – 12.15 Announcement of the Best Paper Award and Closing of the Conference (G-111/112)






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