Inclusive Identities: Challenging Socially Constructed Perceptions of Femininity, Masculinity and Sexuality in Marketing

Abstract

By the end of this chapter, you should be able to demonstrate an understanding of:

A dualistic approach to femininity and masculinity as determining a demographic profile that is progressively outdated.

Prescribed gendered characteristics and roles that have evolved over recent centuries.

Technological platforms that have enabled voicing of non-conforming identities and supported the challenging of patriarchal societal constructs.

Marketing’s provision of social commentary on gender and sexuality and its potential to advance societal integration of diverse identities to reflect sexuo-gendered discourse.

Citation

Ritch, E.L. and Dodd, C.A. (2021), "Inclusive Identities: Challenging Socially Constructed Perceptions of Femininity, Masculinity and Sexuality in Marketing", Ritch, E.L. and McColl, J. (Ed.) New Perspectives on Critical Marketing and Consumer Society, Emerald Publishing Limited, Leeds, pp. 183-198. https://doi.org/10.1108/978-1-83909-554-220211015