Hens in the Cock House: Towards an Understanding of Female Identity Renegotiation Within a Male Dominated Marketplace Culture

This ethnographic study investigates a male dominated marketplace culture and finds that female participants have successfully renegotiated their previous passive ‘eye candy’ role within the culture. Male participants originally constructed female participants as ‘playthings’ – primarily as objects of male desire. However, following female participants’ adoption and co-option of masculine behavioural roles, they have redefined their role within the culture. Female participants are no longer viewed as playthings but instead as legitimate and authentic cultural members – ‘players’. This study suggests that within the liminoid zone of a marketplace culture that ‘player identity’ appears to be a more dominant behavioural influence than gender identity – each voluntary actor within the zone, regardless of gender, aligns behaviour according to the communal construction of authentic ‘player’.



Citation:

Brendan Richardson and Stephen O'Sullivan (2013) ,"Hens in the Cock House: Towards an Understanding of Female Identity Renegotiation Within a Male Dominated Marketplace Culture ", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 64-70.

Authors

Brendan Richardson, University College Cork, Ireland
Stephen O'Sullivan, Euromed, France



Volume

E - European Advances in Consumer Research Volume 10 | 2013



Share Proceeding

Featured papers

See More

Featured

B3. The Effect of Temporal Distance on Online Reviews’ Recommendation Power: The Role of Spontaneous Retrieval and Perceived Trust

Kyu Ree Kim, Seoul National University
Wujin Chu, Seoul National University

Read More

Featured

The Best of Both Worlds: Androgyny in Consumer Choice

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas

Read More

Featured

When Novices have more Influence than Experts: Empirical Evidence from Online Peer Reviews

Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
Xi Li, City University of Hong Kong
June Cotte, Ivey Business School

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.