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    Power Logics of Consumers' Gendered (in)Justices: Reading Reproductive Health Interventions Through the Transformative Gender Justice Framework

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    Date
    2018
    Author
    Steinfield, Laurel, A.
    Coleman, Catherine A.
    Tuncay Zayer, Linda
    Ourahmoune, Nacima
    Hein, Wendy
    Metadata
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    Impact
    Abstract
    Global gender asymmetries in marketing and consumer behavior were recently exemplified by the Transformative Gender Justice Framework (TGJF). The TGJF, however, lacks an explicit reference to power – an aspect that becomes apparent when it is used to assess a consumer phenomenology. In this article we augment the TGJF by building out the power logics and by empirically testing it through an assessment of the reproductive market in Uganda. We capture macro-, meso-, and micro-level power asymmetries, and explore how bio-power and control over resources melds with local gender relations and agentic practices that (i) leave social marketing efforts misaligned with embodied realities, and (ii) result in dichotomies and tensions in the reproductive health market as the North–South strive to define the modern-traditional, medical-pleasurable, and women-men nature of contraceptives.
    URI
    https://opendocs.ids.ac.uk/opendocs/handle/20.500.12413/16351
    Citation
    Laurel A. Steinfield, Catherine A. Coleman, Linda Tuncay Zayer, Nacima Ourahmoune & Wendy Hein (2019) Power logics of consumers’ gendered (in)justices: reading reproductive health interventions through the transformative gender justice framework, Consumption Markets & Culture, 22:4, 406-429, DOI: 10.1080/10253866.2018.1512250
    DOI
    10.1080/10253866.2018.1512250
    More details
    http://dx.doi.org/10.1080/10253866.2018.1512250
    Rights holder
    Copyright © Informa UK Limited
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    • Children and Young People [69]

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