Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 128 - 143 |
| Number of pages | 16 |
| Journal | Journal of Macromarketing |
| Volume | 33 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 2013 |
Cite this
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Women's bodies as sites of control: Inadvertent stigma and exclusion in social marketing. / Gurrieri, Lauren; Previte, Josephine; Brace-Govan, Janice Valerie Fordyce.
In: Journal of Macromarketing, Vol. 33, No. 2, 2013, p. 128 - 143.Research output: Contribution to journal › Article › Research › peer-review
TY - JOUR
T1 - Women's bodies as sites of control: Inadvertent stigma and exclusion in social marketing
AU - Gurrieri, Lauren
AU - Previte, Josephine
AU - Brace-Govan, Janice Valerie Fordyce
PY - 2013
Y1 - 2013
N2 - Responding to the call for critical examinations of the inadvertent effects of marketing (Dholakia 2012), this article offers an examination of the underexplored impacts of social marketing campaigns that derive from government-defined agendas of healthism. Specifically, we examine how efforts aimed at the management of women s bodies can inadvertently render them sites of control. Drawing on embodiment theory, we consider how the neoliberal body project positions certain bodies as less acceptable, leaving women who engage in activities that run counter to prevailing health messages vulnerable to stigmatization and exclusion. Through three body control projects - breastfeeding, weight management, and physical activity - and a critical visual analysis of social marketing campaigns, we contend that the emerging field of critical social marketing must develop a broader social justice agenda along the lines of macromarketing. In doing so, consumers corporeal representations and lived experiences will be better addressed and improved evaluations of social marketing s societal impacts can be developed.
AB - Responding to the call for critical examinations of the inadvertent effects of marketing (Dholakia 2012), this article offers an examination of the underexplored impacts of social marketing campaigns that derive from government-defined agendas of healthism. Specifically, we examine how efforts aimed at the management of women s bodies can inadvertently render them sites of control. Drawing on embodiment theory, we consider how the neoliberal body project positions certain bodies as less acceptable, leaving women who engage in activities that run counter to prevailing health messages vulnerable to stigmatization and exclusion. Through three body control projects - breastfeeding, weight management, and physical activity - and a critical visual analysis of social marketing campaigns, we contend that the emerging field of critical social marketing must develop a broader social justice agenda along the lines of macromarketing. In doing so, consumers corporeal representations and lived experiences will be better addressed and improved evaluations of social marketing s societal impacts can be developed.
U2 - 10.1177/0276146712469971
DO - 10.1177/0276146712469971
M3 - Article
VL - 33
SP - 128
EP - 143
JO - Journal of Macromarketing
JF - Journal of Macromarketing
SN - 0276-1467
IS - 2
ER -