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It's not all 'bout the money : (Un) doing the gendered economy

Petersson Mcintyre, Magdalena LU (2021) In NORA - Nordic Journal of Feminist and Gender Research 29(4). p.275-289
Abstract
During the past decade, gender equality has increasingly been motivated
by economic gain, and has been described as a key to economic growth and
“good for business”. This article draws on an ethnographic study of
professional gender equality consultants in order to explore the effects
of market feminism. The participants use entrepreneurship as a
form of activism and try to make a difference regarding issues of gender
by selling equality as a commercial service. By understanding markets
as “performative”, the article characterizes the relationship between
markets and feminism as one that is multi-facetted and plural, in order
to explore the possibility to “take back the economy”. Many of... (More)
During the past decade, gender equality has increasingly been motivated
by economic gain, and has been described as a key to economic growth and
“good for business”. This article draws on an ethnographic study of
professional gender equality consultants in order to explore the effects
of market feminism. The participants use entrepreneurship as a
form of activism and try to make a difference regarding issues of gender
by selling equality as a commercial service. By understanding markets
as “performative”, the article characterizes the relationship between
markets and feminism as one that is multi-facetted and plural, in order
to explore the possibility to “take back the economy”. Many of the
consultants who were interviewed for this study talked about making
money on feminism as empowering and subversive, and as something that
actually added value to gender issues. They claim that this is done by
questioning what is valued in a society, and who should be paid and for
what. The purpose of this article is to examine these gender
consultants’ “ways of performing” the relationships that exist between
markets, money, and feminism, and the feminist agencies that these
performances afford them. In performing market feminism, these
consultants create a disruption in established narratives within the
economy, private enterprise, and economic growth. The article thus
points to the importance of challenging these narratives in order to
build more feminist economies. (Less)
Please use this url to cite or link to this publication:
author
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Market feminism, Gender equality consultancy, Economic performativity, Commodity feminism, Entrepreneurship
in
NORA - Nordic Journal of Feminist and Gender Research
volume
29
issue
4
pages
275 - 289
publisher
Taylor & Francis
ISSN
0803-8740
DOI
10.1080/08038740.2021.1894232
language
English
LU publication?
no
id
3e18249e-d2ca-47a5-83bf-93ef03cbf29a
date added to LUP
2024-04-25 15:41:37
date last changed
2024-05-03 14:09:46
@article{3e18249e-d2ca-47a5-83bf-93ef03cbf29a,
  abstract     = {{During the past decade, gender equality has increasingly been motivated <br>
by economic gain, and has been described as a key to economic growth and<br>
 “good for business”. This article draws on an ethnographic study of <br>
professional gender equality consultants in order to explore the effects<br>
 of <i>market feminism</i>. The participants use entrepreneurship as a <br>
form of activism and try to make a difference regarding issues of gender<br>
 by selling equality as a commercial service. By understanding markets <br>
as “performative”, the article characterizes the relationship between <br>
markets and feminism as one that is multi-facetted and plural, in order <br>
to explore the possibility to “take back the economy”. Many of the <br>
consultants who were interviewed for this study talked about making <br>
money on feminism as empowering and subversive, and as something that <br>
actually added value to gender issues. They claim that this is done by <br>
questioning what is valued in a society, and who should be paid and for <br>
what. The purpose of this article is to examine these gender <br>
consultants’ “ways of performing” the relationships that exist between <br>
markets, money, and feminism, and the feminist agencies that these <br>
performances afford them. In performing market feminism, these <br>
consultants create a disruption in established narratives within the <br>
economy, private enterprise, and economic growth. The article thus <br>
points to the importance of challenging these narratives in order to <br>
build more feminist economies.}},
  author       = {{Petersson Mcintyre, Magdalena}},
  issn         = {{0803-8740}},
  keywords     = {{Market feminism; Gender equality consultancy; Economic performativity; Commodity feminism; Entrepreneurship}},
  language     = {{eng}},
  number       = {{4}},
  pages        = {{275--289}},
  publisher    = {{Taylor & Francis}},
  series       = {{NORA - Nordic Journal of Feminist and Gender Research}},
  title        = {{It's not all 'bout the money : (Un) doing the gendered economy}},
  url          = {{https://lup.lub.lu.se/search/files/181486165/It_s_Not_All_Bout_the_Money_Un_doing_the_Gendered_Economy.pdf}},
  doi          = {{10.1080/08038740.2021.1894232}},
  volume       = {{29}},
  year         = {{2021}},
}