Power logics of consumers’ gendered (in)justices: reading reproductive health interventions through the transformative gender justice framework

Global gender asymmetries in marketing and consumer behavior were recently exemplified by the Transformative Gender Justice Framework (TGJF). The TGJF, however, lacks an explicit reference to power–an aspect that becomes apparent when it is used to assess a consumer phenomenology. In this article we...

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Bibliographic Details
Main Authors: Coleman, C.A (Author), Hein, W. (Author), Ourahmoune, N. (Author), Steinfield, L.A (Author), Tuncay Zayer, L. (Author)
Format: Article
Language:English
Published: Routledge 2019
Subjects:
Online Access:View Fulltext in Publisher
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001 10.1080-10253866.2018.1512250
008 220511s2019 CNT 000 0 und d
020 |a 10253866 (ISSN) 
245 1 0 |a Power logics of consumers’ gendered (in)justices: reading reproductive health interventions through the transformative gender justice framework 
260 0 |b Routledge  |c 2019 
856 |z View Fulltext in Publisher  |u https://doi.org/10.1080/10253866.2018.1512250 
520 3 |a Global gender asymmetries in marketing and consumer behavior were recently exemplified by the Transformative Gender Justice Framework (TGJF). The TGJF, however, lacks an explicit reference to power–an aspect that becomes apparent when it is used to assess a consumer phenomenology. In this article we augment the TGJF by building out the power logics and by empirically testing it through an assessment of the reproductive market in Uganda. We capture macro-, meso-, and micro-level power asymmetries, and explore how bio-power and control over resources melds with local gender relations and agentic practices that (i) leave social marketing efforts misaligned with embodied realities, and (ii) result in dichotomies and tensions in the reproductive health market as the North–South strive to define the modern-traditional, medical-pleasurable, and women-men nature of contraceptives. © 2018, © 2018 Informa UK Limited, trading as Taylor & Francis Group. 
650 0 4 |a Africa 
650 0 4 |a Gender injustices 
650 0 4 |a power 
650 0 4 |a reproductive health 
650 0 4 |a social marketing 
700 1 |a Coleman, C.A.  |e author 
700 1 |a Hein, W.  |e author 
700 1 |a Ourahmoune, N.  |e author 
700 1 |a Steinfield, L.A.  |e author 
700 1 |a Tuncay Zayer, L.  |e author 
773 |t Consumption Markets and Culture