Originality/value of paper – Our chapter adds a global dimension to the second wave and postfeminism discussions of the role of the marketplace in women's gender role negotiation. We illustrate that the modern woman discourse featured in the marketplace may act as an emancipating force for women who originated in a patriarchal society. By doing so, we also offer an overlooked gendered perspective on the discourse of global consumer culture.
Chytkova, Z. and Kjeldgaard, D. (2011), "The Modern Woman Myth as a means of Cosmopolitan Cultural Capital Accumulation: A Gendered Acculturation Perspective", Belk, R.W., Grayson, K., Muñiz, A.M. and Jensen Schau, H. (Ed.) Research in Consumer Behavior (Research in Consumer Behavior, Vol. 13), Emerald Group Publishing Limited, Bingley, pp. 199-216. https://doi.org/10.1108/S0885-2111(2011)0000013015
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