The TCR perspective of gender: Moving from critical theory to an activism-praxis orientation

Applying a transformative consumer research (TCR) perspective urges scholars to adopt a critical praxis. In this chapter we explore what a TCR approach entails and how the proposed Transformative Gender Justice Framework is well suited to help practitioners and scholars address gender-based injustices. We highlight topics in marketing and consumer behavior studies within TCR that might benefit from the addition of a gender focus, and research on gender outside of TCR that might gain from the integration of a transformational perspective. We conclude by reflecting on the activism and praxis orientations that this integration could help stimulate both outside and within academia.

Keywords:

gender  intersectionality  critical praxis  Transformative Gender Justice Framework  advertising  femvertising  feminism  space  bodies  methods and methodologies  masculinities 

Citation:

Laurel Steinfield, Jon Littlefield, Wendy Hein, Catherine A. Coleman, and Linda Tuncay Zayer (2019). The TCR perspective of gender: Moving from critical theory to an activism-praxis orientation. Handbook of Research on Gender and Marketing, edited by Susan Dobscha, 1st Edition, Pages 186–210. https://doi.org/10.4337/9781788115384.00013