The precarity of respectable consumption: normalising sexual violence against women

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The precarity of respectable consumption : normalising sexual violence against women. / Varman, Rohit; Goswami, Paromita; Vijay, Devi.

In: Journal of Marketing Management, Vol. 34, No. 11-12, 24.07.2018, p. 932-964.

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@article{cc655ae655f2426d97669481712c35d9,
title = "The precarity of respectable consumption: normalising sexual violence against women",
abstract = "Drawing upon feminist scholarship, this study offers insights into how respectable consumption exacerbates precarity and contributes to normalisation of sexual violence in Delhi, India. It helps to uncover androcentricity of respect that has been under-examined in marketing theory. This research identifies androcentric discourse of izzat or respect as a key discursive apparatus that enframes sexual violence against women. In this discourse, women are carriers of family traditions and respect or honour. Moreover, norms of consumption get situated within discourse of izzat and alterity is created from women who do not follow these norms. Such women, labelled as unrespectable, live under conditions of heightened precarity and are blamed for the sexual violence they face. Therefore, this work offers insights into normalisation of sexual violence that have not been understood in marketing theory.",
keywords = "feminist, gender, India, precarity, respect, Sexual violence",
author = "Rohit Varman and Paromita Goswami and Devi Vijay",
year = "2018",
month = jul,
day = "24",
doi = "10.1080/0267257X.2018.1527387",
language = "English",
volume = "34",
pages = "932--964",
journal = "Journal of Marketing Management",
issn = "0267-257X",
publisher = "Westburn Publishers",
number = "11-12",

}

RIS

TY - JOUR

T1 - The precarity of respectable consumption

T2 - normalising sexual violence against women

AU - Varman, Rohit

AU - Goswami, Paromita

AU - Vijay, Devi

PY - 2018/7/24

Y1 - 2018/7/24

N2 - Drawing upon feminist scholarship, this study offers insights into how respectable consumption exacerbates precarity and contributes to normalisation of sexual violence in Delhi, India. It helps to uncover androcentricity of respect that has been under-examined in marketing theory. This research identifies androcentric discourse of izzat or respect as a key discursive apparatus that enframes sexual violence against women. In this discourse, women are carriers of family traditions and respect or honour. Moreover, norms of consumption get situated within discourse of izzat and alterity is created from women who do not follow these norms. Such women, labelled as unrespectable, live under conditions of heightened precarity and are blamed for the sexual violence they face. Therefore, this work offers insights into normalisation of sexual violence that have not been understood in marketing theory.

AB - Drawing upon feminist scholarship, this study offers insights into how respectable consumption exacerbates precarity and contributes to normalisation of sexual violence in Delhi, India. It helps to uncover androcentricity of respect that has been under-examined in marketing theory. This research identifies androcentric discourse of izzat or respect as a key discursive apparatus that enframes sexual violence against women. In this discourse, women are carriers of family traditions and respect or honour. Moreover, norms of consumption get situated within discourse of izzat and alterity is created from women who do not follow these norms. Such women, labelled as unrespectable, live under conditions of heightened precarity and are blamed for the sexual violence they face. Therefore, this work offers insights into normalisation of sexual violence that have not been understood in marketing theory.

KW - feminist

KW - gender

KW - India

KW - precarity

KW - respect

KW - Sexual violence

UR - http://www.scopus.com/inward/record.url?scp=85055697662&partnerID=8YFLogxK

U2 - 10.1080/0267257X.2018.1527387

DO - 10.1080/0267257X.2018.1527387

M3 - Article

AN - SCOPUS:85055697662

VL - 34

SP - 932

EP - 964

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 11-12

ER -