| 1. |
|
|
| 2. |
- Petersson McIntyre, Magdalena, 1968
(författare)
-
Agencing femininity: digital Mrs. Consumer in intra-action
- 2020
-
Ingår i: Journal of Cultural Economy. - : Informa UK Limited. - 1753-0350 .- 1753-0369. ; 13:1, s. 54-72
-
Tidskriftsartikel (refereegranskat)abstract
- Social media is abound with women writing about consumption goods and practices associated with femininity and heterosexual nuclear family life, such as being married, dressing, cooking and home decoration. This article examines how the housewife ideal can be an attractive identity in the 2010s and, drawing on the post-humanist performativity by Karen Barad (2007), it maps the material-discursive agencies that enable the re-emergence of this figure. Building on in-depth interviews with women who refer to themselves as influencers and bloggers, and visual and textual analyses of their Instagram-accounts, including links to sponsors and comments from followers, the article analyzes how the tensions between these women's real lives and their cyber lives, become meaningful in this technological culture. The breaking of boundaries between human and non-human resulting from digital technology has re-configured the housewife role by transforming boundaries between intimate and commercial practices. By focusing on the three areas: Transforming the feminine body, Transforming Intimacy, and Entrepreneurial femininity the article shows how agency emerges from within transforming practices of body, intimacy and entrepreneurship, intra-acting within this new housewife phenomenon. In doing so it discusses the negotiations and space for agency these women thought that digital technologies provided for them.
|
|
| 3. |
- Petersson McIntyre, Magdalena, 1968
(författare)
-
Gender fluidity as luxury in perfume packaging
- 2019
-
Ingår i: Fashion, Style and Popular Culture. - : Intellect. - 2050-0726. ; 6:3, s. 389-405
-
Tidskriftsartikel (refereegranskat)abstract
- As the world changes, so do perceptions of luxury. Consequently, the luxury industry’s efforts to capture the consumer’s imagination also change. Traditionally, the visual language that is used to market perfumes builds on a heterosexual logic; by objectifying and subordinating the feminine subject and portraying ‘her’ as desirable to an internalized male gaze. However, if you want the best money can buy, why would you subject yourself to such subordination? To deal with this seeming paradox, the marketing of luxury perfumes has, in the last decade, increasingly portrayed gender identity as something fluid. A new discerning consumer has emerged; a customer who is not constrained to making conventional product choices that are based on price and quality. More and more diverse concepts of ‘consumer types’ and ‘identities’ have emerged, where notions of gender rigidity are challenged, by blending and blurring the categories of masculine, feminine, unisex and androgynous. According to many perfume brands, consumers are now free to choose and rise above (and even break free from) the stereotypes previously represented by the industry. This article presents the argument that that these shifting representations of gender should be interpreted as ways of enacting luxury, congruent with definitions of luxury as ‘emotional’ and ‘self-pleasure’, instead of indicative of a real change in the luxury industry’s view on gender identity. Gender fluidity is only presented as ‘luxury for women’, thereby indicating that freedom from structures is qualified as luxury for women. Therefore, the marketing representations employed in the perfume industry express a commodification of gender fluidity rather than the dissolution of gender categories.
|
|
| 4. |
- Petersson McIntyre, Magdalena, 1968
(författare)
-
"Is it really bloody serious"? A visual analysis of the Swedish Army's campaign for free menstrual products.
- 2021
-
Ingår i: Menstruation and the Media, 21st of October 2021. University of Sheffield..
-
Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- The Swedish army recently decided to include menstruation products in the standard equipment that is available to their military service conscripts. To mark this new addition, a social media campaign was launched in 2021 titled Yes it is bloody serious. While supporters of the campaign found the inclusion of menstrual products to be a long needed addition that will help women to perform military roles, critics were horrified by the visual associations the campaign made between tampons and bullets, and the possibility to read these as suggestive of associations between women’s blood and the (sexual) violence of war. This paper will, through a visual analysis, interpret and unwrap the underlying meanings of the campaign with the help of different theories on package design, consumption, innovation and stereotype reversal. The purpose is to discuss if, and when, product design, including marketing communication, can work as inclusive devices, and further, what the pitfalls and problems with such approaches may be. Does the campaign work to include women in the Swedish army, or does it perpetuate ideas of women soldiers as inferior, and as other? Partly the campaign reflects the ideas of ‘femvertising’, referring to advertising with feminist content, and which have gained influence in later years. It also illustrates an increasing awareness of the ways in which gender inequalities are perpetuated in material objects. The paper concludes, however, that the concern behind the campaign was to convince more women to apply to the army, not to create menstrual products that were better suited for life in the army. Women were reduced to their physicality and to a problem that could be solved by the military in a process that entangled the definition of the problem with its solution.
|
|
| 5. |
- Petersson McIntyre, Magdalena, 1968
(författare)
-
Njutningens bett: Om lyxglass och genus.
- 2019
-
Ingår i: Konsumtiontionskultur: Innebörder och praktiker.. - Göteborg : Makadam. - 9789170613012 ; , s. 30-50
-
Bokkapitel (refereegranskat)abstract
- Magdalena Petersson McIntyre diskuterar i ”Njutningens bett: Om lyxglass och genus” kampanjerna för glassen Magnum. Annonserna har kvinnlig njutning med sexuella övertoner som tema och använder sig av ett visuellt språk som ofta är sexuellt explicit och ibland tolkats som könsdiskriminerande. Här sätts kampanjerna istället i samband med föreställningar om lyx, särskilt det som brukar benämnas ”den emotionella lyxen”. Denna form av lyx vänder sig mot en tolkning av lyx som något som främst signalerar social grupptillhörighet och status och betonar istället individuell njutning och frihet från strukturer. Kampanjerna gestaltar kvinnor som aktiva, sexuella subjekt som inte låter sig begränsas av könsstrukturer. Då aggressiv kvinnlig sexualitet ofta tolkas som något negativt kan kvinnor som sexuellt beter sig som män utan att sjunka i status tolkas som en visuell gestaltning av lyx i en tid då konventionella lyxmarkörer förlorat i betydelse.
|
|
| 6. |
- Petersson McIntyre, Magdalena, 1968
(författare)
-
Queering all aboard: challenging the maleness of the leisure boat
- 2015
-
Ingår i: International Journal of Entrepreneurship and Small Business. - 1476-1297 .- 1741-8054. ; 24:1, s. 4-22
-
Tidskriftsartikel (refereegranskat)abstract
- The concept boat All Aboard was designed to meet women's expectations of leisure boats. A constellation of firms worked together to find solutions that could lead to business opportunities by challenging the implicit male norms of the leisure boat industry. This article examines the cultural notions of gender and equality that mattered in the process and explores the relationship between bodies, technologies, design, and gender using qualitative ethnographic methods. Based on queer theory, this article argues that ideas of the female body and the female relationship with boats played a significant role in this innovation process. Although invisible (and male) norms masked by so-called neutral designs and technologies were challenged, new norms of what women are like and what it means to be a woman were simultaneously created.
|
|
| 7. |
|
|
| 8. |
- Petersson McIntyre, Magdalena, 1968
(författare)
-
Att använda det som finns i garderoben: En litteraturöversikt om konsumenters attityder till begagnade kläder
- 2020
-
Rapport (övrigt vetenskapligt/konstnärligt)abstract
- Denna litteraturstudie ger en överblick av nuvarande forskningsläge gällande konsumenters attityd och beteende i relation till begagnade kläder. Syftet med studien är att ge en sammanfattande bild av tidigare utförd forskning samt analys av varför många konsumenter fortfarande avstår från att konsumera begagnade kläder, samt vilka faktorer som skulle kunna bidra till förändrat beteende och attityder. En slutsats som dras är att konsumenten väljer second hand när det upplevs som ett bättre alternativ. Det kan handla om stil, pris och tillgång. Det är även tydligt att när second hand upplevs som ett sämre eller mer krävande alternativ väljs det bort. Förändrade vanor och rutiner måste förankras i vardagslivets krav på tillgänglighet, enkelhet och praktikalitet. Det finns dock fortfarande kunskapsluckor kring konsumentens relation till begagnade kläder. En sådan lucka är tillgång på data när det gäller det informella delandet av kläder. Data för kläders som ärvs av vänner och familj, eller byter ägare genom vänner saknas i forskningen idag. Denna rapport är framtagen genom en myndighetsöverenskommelse mellan Naturvårdsverket och Göteborgs Universitet inom regeringsuppdraget information om hållbar konsumtion av textilier. I 2018 års regleringsbrev fick Naturvårdsverket i uppdrag att genomföra informationsinsatser för att höja kunskapsnivåerna hos svenska konsumenter om en mer hållbar konsumtion av textilier. Insatser som genomförs inom uppdraget ska omfatta konsumenters kunskap om textiliers miljö- och hälsopåverkan i alla led i värdekedjan. Samlad forskning pekar på att vi måste förlänga livslängden på redan producerade kläder, och därigenom minska resursuttaget och miljöpåverkan som kommer av nyproduktion. Förlängd livslängd för redan producerade plagg kan uppnås genom till exempel reparation av kläder, delat ägande av kläder och återförsäljning av begagnade kläder. För att uppnå förlängd livslängd genom dessa aktioner krävs dock en acceptans hos konsumenten.
|
|
| 9. |
- Petersson McIntyre, Magdalena, 1968
(författare)
-
Back on the barricades: New feminisms and market innovation in the consultancy field.
- 2021
-
Ingår i: Feminist Encounters: A Journal of Critical Studies in Culture and Politics. - 2468-4414. ; 5:2
-
Tidskriftsartikel (refereegranskat)abstract
- The enhanced role given to innovation in capitalist societies has resulted in a development where even matters such as gender equality are assessed and rewarded based on their innovation potential. Markets, innovations and companies are believed to possess and offer solutions to gender inequalities, a development that relies on the commodification of gender equality. This paper is based on an ethnographic study of the field of gender equality consultancy with the aim of critically investigating the belief that gender inequality can be solved with innovations. Focusing on clients, market demand, innovative and sellable solutions, and profits, gender consultancy illustrates how markets have become a model for equality work. The interviewed consultants created new products, thought up new words and concepts, and emphasised gain for the client. Innovation discourse iterates technocratic approaches to social and cultural problems. However, the paper argues that innovation discourse is a ‘doing’ that is open for re-configuration. By searching for new business models based on the principle of ‘together in ways that matter’, the interviewed consultants also worked to contribute to a more equal and fair society. Thus, the commodification of gender equality simultaneously opens up possibilities to re-code and reappropriate the concept of ‘innovation’.
|
|
| 10. |
- Petersson McIntyre, Magdalena, 1968
(författare)
-
“It's not all 'bout the money": (Un) doing the gendered economy
- 2021
-
Ingår i: NORA - Nordic Journal of Feminist and Gender Research. - : Informa UK Limited. - 0803-8740 .- 1502-394X. ; 29:4, s. 275-289
-
Tidskriftsartikel (refereegranskat)abstract
- During the past decade, gender equality has increasingly been motivated by economic gain, and has been described as a key to economic growth and “good for business”. This article draws on an ethnographic study of professional gender equality consultants in order to explore the effects of market feminism. The participants use entrepreneurship as a form of activism and try to make a difference regarding issues of gender by selling equality as a commercial service. By understanding markets as “performative”, the article characterizes the relationship between markets and feminism as one that is multi-facetted and plural, in order to explore the possibility to “take back the economy”. Many of the consultants who were interviewed for this study talked about making money on feminism as empowering and subversive, and as something that actually added value to gender issues. They claim that this is done by questioning what is valued in a society, and who should be paid and for what. The purpose of this article is to examine these gender consultants’ “ways of performing” the relationships that exist between markets, money, and feminism, and the feminist agencies that these performances afford them. In performing market feminism, these consultants create a disruption in established narratives within the economy, private enterprise, and economic growth. The article thus points to the importance of challenging these narratives in order to build more feminist economies.
|
|
