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Women, Consumption and Paradox

Name: Women, Consumption and Paradox
Brand: Taylor & Francis Ltd
SKU: 25690397
Price: 260.86 EUR
Availability: InStock
Author: TIM DE WAAL MALEFYT
ISBN: 9780367463144

TIM DE WAAL MALEFYT

Language

English

Book Hardback

Libristo code: 25690397

Publishers Taylor & Francis Ltd, May 2020

Women are the world’s most powerful consumers, yet they are largely marketed to erroneously through... Full description

Libristo code: 25690397

634 b

260.86 €

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Women are the world’s most powerful consumers, yet they are largely marketed to erroneously through misconceptions and patriarchal views that distort the reality of women’s lives, bodies, and work. This book examines the contradictions and mismatches between women’s everyday experiences and market representations. It considers how women themselves exhibit paradoxical behaviour in both resisting and supporting conflicting messages. The volume emphasizes paradox as a form of agency and negotiation through which women develop dialogical meanings. The contributions highlight the ways in which women transform inconsistencies and contradictions in advertising and marketing, global consumption practices, and material consumption into positive practices for living. The rich range of ethnographic accounts, drawn from countries including the United States, Brazil, Mexico, Denmark, Japan, and China, provide readers with a valuable perspective on consumer behaviour.