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Service with(out) a...
Service with(out) a smile : The reproduction of gendered consumer violence
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- Yngfalk Fyrberg, Anna (författare)
- Mälardalens universitet,Akademin för ekonomi, samhälle och teknik,Karlstad University, Karlstad, Sweden
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- Fellesson, M. (författare)
- Karlstad University, Karlstad, Sweden
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(creator_code:org_t)
- 2024
- 2024
- Engelska.
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Ingår i: Marketing Theory. - : SAGE PUBLICATIONS INC. - 1470-5931 .- 1741-301X.
- Relaterad länk:
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https://doi.org/10.1...
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- This paper critically examines consumer violations of employees in the Nordic retail sector. In bringing these violations to light, we analyse how employees become subjectified by the ideals of consumer sovereignty, and how service work is discursively and practically aligned with the notion of the sovereign consumer. We demonstrate how the discourse of consumer sovereignty intersects with gendered service work and the expectations of feminine sexual availability, and how this alignment reproduces gender and power inequalities. Drawing on studies of consumer violence and misbehaviour and feminist research on service work, we argue that the patterns of subjugation and consumer abuse are intrinsically embedded both in the ideal of consumer sovereignty itself and in the strategies that employees use to constitute themselves within prevailing market and gender orders. The study provides a critical understanding of how consumer sovereignty operates in tandem with gender structures to form subjugating practices that both enable and normalise consumer violations.
Ämnesord
- SAMHÄLLSVETENSKAP -- Annan samhällsvetenskap (hsv//swe)
- SOCIAL SCIENCES -- Other Social Sciences (hsv//eng)
Nyckelord
- Consumer sovereignty
- consumer violations
- gender
- marketing
- power
- service work
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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