The Gendered Identity Politics in the Field of CCT
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School of Business |
Bachelor's thesis
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Authors
Date
2021
Department
Major/Subject
Mcode
Degree programme
Markkinointi
Language
en
Pages
37
Series
Abstract
This thesis critically reviews the current state as well as the future state of gender research within CCT, based on journal articles. The dialogical self theory is applied to explore whether multiple theoretical conversations on gender exist within the field. The history of gender research is briefly covered, and some commonly gendered research topics such as parenthood are introduced. Based on existing research, the thesis will then give multiple suggestions for future research at the intersections of gender with sexuality, race, and disability. These will include, for example, research on transgender and/or non-monogamous consumers, the medical field as a gendered area of consumption, cultural appropriation, and a possibly gendered experience of consumers with physical disabilities.Description
Thesis advisor
Toyoki, SammyKeywords
consumer research, consumer culture theory, CCT, gender, intersectionality