Critical Visual Analysis of Gender: Reactions and Reflections

Schroeder, Jonathan E.; Borgerson, Janet L.

Critical Visual Analysis of Gender: Reactions and Reflections

Schroeder, J. E. and Borgerson, J. L. (2015), Critical Visual Analysis of Gender: Reactions and Reflections. Journal of Marketing Management, 31 (15/16), 1723-1731.

11 Pages Posted: 9 Feb 2020

See all articles by Jonathan E. Schroeder

Janet L. Borgerson

DePaul University

Date Written: September 07, 2015

Abstract

As a way to think about gender in marketing, this paper reflects on recent events of the “Gamergate” scandal, in which an online analyst of gender in video games was severely harassed and threatened. We focus largely of representational conventions of gender, and introduce conceptual tools such as ethics of representation and performative iteration to illuminate key concerns within marketing representation. We raise several important issues for future work on gender and marketing, and urge a move beyond a search for “effects.”

Keywords: cultural analysis, feminism, gender, marketing communication, media representation, Anita Sarkeesian

JEL Classification: J16, M31, M37, Z10

Suggested Citation: Suggested Citation

Schroeder, Jonathan E. and Borgerson, Janet L., Critical Visual Analysis of Gender: Reactions and Reflections (September 07, 2015). Schroeder, J. E. and Borgerson, J. L. (2015), Critical Visual Analysis of Gender: Reactions and Reflections. Journal of Marketing Management, 31 (15/16), 1723-1731., Available at SSRN: https://ssrn.com/abstract=2659694