Table of Contents

Introduction

Gender after gender: fragmentation, intersectionality, and stereotyping

Elisabeth Tissier-Desbordes and Luca M. Visconti

Part I – Representing Gender Transformations

1. Reproducing "rhetrickery" in online fertility marketing: harnessing the "rhetoric of the possible"

Jennifer Takhar and Kelly Pemberton

2. #freethenipple – digital activism and embodiment in the contemporary feminist movement

Margaret Matich, Rachel Ashman, and Elizabeth Parsons

Part II - Contrasting Gender Inequalities and Stereotypes

3. Fashionable subjects and complicity resistance: power, subjectification, and bounded resistance in the context of plus-size consumers

Maria Carolina Zanette and Eliane Pereira Zamith Brito

4. Motherhood in migration: schools as acculturation agents

Pilar Rojas Gaviria, Flavia Cardoso, Daiane Scaraboto, and Luciana De Araujo Gil

5. Power logics of consumers’ gendered (in)justices: reading reproductive health interventions through the transformative gender justice framework

Laurel A. Steinfield, Catherine A. Coleman, Linda Tuncay Zayer, Nacima Ourahmoune, and Wendy Hein

Part III - Overcoming Gender: The Allure of Gender Neutrality

6. Hero shots: involved fathers conquering new discursive territory in consumer culture

Susanna Molander, Ingeborg Astrid Kleppe, and Jacob Östberg

7. Undoing gender through performing the other

Usva Anastasia Seregina

About the Author

Elisabeth Tissier-Desbordes is Emeritus Professor of Marketing at ESCP, Paris. She acted as Associate Dean for Research at ESCP and as co-editor of the journal Décisions Marketing. Her research expertise lies in the domains of advertising and taboos, consumer behaviour and consumer culture, and gender studies.

Luca M. Visconti is Full Professor of Marketing and Dean of the Faculty of Communication, Culture and Society at USI, Lugano. He served as Lecturer at Università Bocconi and was faculty member at ESCP, Paris. His research expertise lies in the domain of cultural branding, storytelling, and consumer vulnerability and well-being.