Deadline Extended to April 18, 2021

Please submit your work to the 2021 Macromarketing Conference track on “Gendered dynamics: Building visibility of the interrelationships between genders, markets, marketing and society.” See the full CFP below and contact the track chairs with questions.

For submission procedures, see the full CFP here: 2021 Macromarketing Conference CFP

There is no conference fee but presenters and conference attendees are to be paid members of the Society in 2021. Where macromarketers meet in person there may be a small charge to cover catering.

Due date for paper/abstract submissions: extended to 18th April 2021

Due date for special sessions/panels: 28th February 2021

Conference dates: 12-16th July 2021 (note each time zone will set its own day(s) during these days closer to the date).

Gendered dynamics: Building visibility of the interrelationships between genders, markets, marketing and society

Co-track chairs:
Wendy Hein, University of London,
Josephine Previte, The University of Queensland, Brisbane, Australia,
Terrence Witkowski, California State University, Long Beach,

The recently published Gender special issue in the Journal of Macromarketing (Prothero, Gurrieri and Previte, 2020) called to members of the macromarketing community to think more deeply about consequences and implications of gender intersecting with contemporary inequalities of race, ethnicity, disability, nationality (or postcolonialism), social class, etc., all of which influence everyday interactions of consumers and their marketplace relationships. What this special issue equally highlights is that “gender and intersectionality” have become an established field in Macromarketing that builds on critical engagements with existing topics, such as ‘quality of life’, vulnerability, ethics and marketing systems. Focusing discussion on genders and these themes are even more urgent and present in light of the current global pandemic, which has amplified existing inequalities, exacerbated by calls to austerity as international markets and economies grapple with the fallout, and quality of life implications as “COVID normal” practices unfold in markets and society.

In continuing conversations around gender dynamics we encourage submissions to this track that engage with questions and critiques of markets and policies that maintain, and reproduce gender inequalities and resulting injustices of women and children in local and global economies as employees, employers, producers, and consumers (Hein et al., 2016). We also seek papers that present men’s market experiences and roles in these gender dynamics, including those that highlight potential gender transformations (Ostberg, 2019), and studies that continue discussions of how new challenges – changing work relationships, involvement in extremist politics and acts of marketplace aggression, etc – will impact demonstrations of masculinity through consumption and market relationships (Witkowski, 2020). In exploring such issues, we see opportunities to present research and critiques that challenge market stereotypes of men, women and genderqueers, and the marketed ideals that constrain and stigmatize their lived experiences.

In calling for submissions we also encourage papers that build visibility of the growing insights from feminist and intersectional praxis (Kravets et al., 2020; Rome and Lambert, 2020; Steinfield et al., 2019) that will extend gender research in the macromarketing field through the lens of ‘missing feminisms’ such as queer theory, critical race, material-discursive feminism, intersectional feminisms and critical studies of men and masculinities (Hearn and Hein, 2015). In doing so, our goal is to encourage gender research in macromarketing that engages and further develops gender theory based on insights of gendered experiences in markets and society.

We welcome papers for this track that respond to the conference theme and examine gender and intersectional theories to advance understanding of the interrelationships between genders, markets, marketing and society. We seek papers on issues (but are not limited to):

• Gender, intersectionality and market inequalities, including experiences and inequalities as a result of the Covid 19 pandemic
• Gender, intersectionality and market injustices
• Genders and (self-)transformations
• Caring genders, in particular women and men at work and home
• (Trans)patriarchy, violence, the market and gender relations politics
• Feminisation of poverty and dispossessions
• Gender and intersectionality across other Macromarketing topics; and/or
• Feminist contributions to expanding knowledge in Marcomarketing.
• Toxic masculinity and sustainable consumption
• Gendered dimensions of gun cultures

Gurrieri, L., Previte, J. & Prothero, A. (2020), Hidden in plain sight: Building visibility for critical gender perspectives exploring markets, marketing and society, Journal of Macromarketing, 40(4): 437-444.
Hearn, J., & Hein, W. (2015), Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities. Journal of Marketing Management, 31(15-16), 1626–1651.
Hein, W., Steinfield, L., Ourahmoune, N. et al., (2016), Gender Justice and the Market: A transformative consumer research perspective, Journal of Public Policy & Marketing, 35(2): 223-236.
Kravets, O., Preece, C & Maclaran, P. (2020), The uniform entrepreneur: Making gender visible in social enterprise, Journal of Macromarketing, 40(4): 445-458.
Ostberg, J (2019), No more mister mom: masculinity and consumption, in Dobscha, S (Ed) Handbook of research on gender and marketing, Edward Elgar Publishing Limited: pp. 211-227.
Rome, A.S. & Lambert, A. (2020), (Wo)men on top? Postfeminist contradictions in young women’s sexual narratives, Marketing Theory, 1-25.
Steinfield, L., Sanghvi, M., Tuncay Zayer, L., Coleman, C.A., Ourahmoune, N., Harrison, R.L, Hein, W & Brace-Govan, J (2019), Transformative intersectionality: Moving business towards a critical praxis, Journal of Business Research, 100: 366-375.
Witkowski, T.H. (2020), Male Compensatory Consumption in American History, Journal of Macromarketing, 40(4): 528-545.

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