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Contesting Ideologies Structuring Gender Transgression in the Swedish Marketplace

Shahriar, Hossain LU (2021) 46th Annual Macromarketing Conference p.594-594
Abstract
This paper interrogates how contesting state and marketplace ideologies in Sweden negotiates the construction of gender transgression in the mar- ketplace. There is always an incessant ideological battle among the differ- ent sides of a society – among the traditionalist and the more progressive, among those who embraces change and those who attempt to conserve corrupting the natural order. Between two such large ideological positions, consumers in Sweden are caught in the crossfires of different messages and strives to figure out their interpretive strategies. Given its status as a welfare State, Sweden is driven, to a large extent, by state– instigated double eman- cipation ideology. On the other hand, both traditional gender ideology... (More)
This paper interrogates how contesting state and marketplace ideologies in Sweden negotiates the construction of gender transgression in the mar- ketplace. There is always an incessant ideological battle among the differ- ent sides of a society – among the traditionalist and the more progressive, among those who embraces change and those who attempt to conserve corrupting the natural order. Between two such large ideological positions, consumers in Sweden are caught in the crossfires of different messages and strives to figure out their interpretive strategies. Given its status as a welfare State, Sweden is driven, to a large extent, by state– instigated double eman- cipation ideology. On the other hand, both traditional gender ideology and a more progressive gender transgressive ideology – that promotes gender inclusivity, neutrality and fluidity – also pervades consumption in the Swedish marketplace. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
host publication
Proceedings of the 46th Annual Macromarketing Conference: Macromarketing Putting the Local into Global
editor
Wooliscroft, Ben ; Conejo, Francisco ; Ganglmair-Wooliscroft, Alexandra and Samuel, Anthony
pages
9 pages
conference name
46th Annual Macromarketing Conference
conference dates
2021-07-12 - 2021-07-17
language
English
LU publication?
yes
id
6064dd65-5e6d-465a-8a72-2be497e011b1
date added to LUP
2021-09-21 10:53:04
date last changed
2021-09-22 09:50:20
@inproceedings{6064dd65-5e6d-465a-8a72-2be497e011b1,
  abstract     = {{This paper interrogates how contesting state and marketplace ideologies in Sweden negotiates the construction of gender transgression in the mar- ketplace. There is always an incessant ideological battle among the differ- ent sides of a society – among the traditionalist and the more progressive, among those who embraces change and those who attempt to conserve corrupting the natural order. Between two such large ideological positions, consumers in Sweden are caught in the crossfires of different messages and strives to figure out their interpretive strategies. Given its status as a welfare State, Sweden is driven, to a large extent, by state– instigated double eman- cipation ideology. On the other hand, both traditional gender ideology and a more progressive gender transgressive ideology – that promotes gender inclusivity, neutrality and fluidity – also pervades consumption in the Swedish marketplace.}},
  author       = {{Shahriar, Hossain}},
  booktitle    = {{Proceedings of the 46th Annual Macromarketing Conference: Macromarketing Putting the Local into Global}},
  editor       = {{Wooliscroft, Ben and Conejo, Francisco and Ganglmair-Wooliscroft, Alexandra and Samuel, Anthony}},
  language     = {{eng}},
  month        = {{08}},
  pages        = {{594--594}},
  title        = {{Contesting Ideologies Structuring Gender Transgression in the Swedish Marketplace}},
  url          = {{https://lup.lub.lu.se/search/files/102687216/2021_macromarketing_proceedings_Hossain_Shahriar.pdf}},
  year         = {{2021}},
}