Marketing Cluster Seminar: Dr Shelagh Ferguson
This study investigates the ways market resources support or hamper women negotiating a hyper-masculine context and the dynamic interactions between homosocality, status gender-bias in the perpetuation of cultural stereotypes and positional inequalities. Standpoint analysis shows that highly accomplished female rock climbers experience status gender-bias in their consumption community.
Consumer culture, marketplace resources, and community dynamics are all varied aspects of social life holding particular interest for contemporary consumer researchers. We argue that an investigation of gender is another important aspect deserving of further theorizing. Status bias within a consumption community associates strongly with gender. In this paper we investigate how homosociality (Britton 1990) analysed through the lens of standpoint theory illuminates female status gender-bias among equally expert female and male consumers. We also extend the conceptual boarders of standpoint theory to include consumption, and in doing so theorize how marketplace resources enable or limit equity within a mixed-gender consumption community. We situate our study in the world of rock climbing, an extreme context where poor decisions can lead to death or serious injury, pinnacle athleticism is mandatory, and breath-taking natural beauty and hyper-masculinity abound. Thus we ask: How do market resources support or hamper highly competent women negotiating a hyper-masculine consumption community? What are the dynamic interactions between homosocality, status gender-bias in the perpetuation of cultural stereotypes and the production of positional inequalities?