The paper discusses the meanings of gender in the marketplace based on a project on constructions of gender in perfume packaging. Meaning is constructed in complex ways through flows that go in many directions. It is neither generated with consumers nor marketers; but should be seen as a kind of hybrid or network that emerges from negotiations between different agents. Material objects; but also agents such as consumers; designers; manufacturers and producers are part of the meaning-making of packages. The paper builds on interviews observations from a trade fair for luxury packaging; and on interviews with three different market actors. The paper discusses cultural practices and the different gendered meanings and processes that circulate in the understandings of the meaning of perfumes and their packaging.
Current Issues in European Cultural Studies; June 15-17; Norrk√∂ping; Sweden 2011
Barad; Karen (2003). ‚ÄėPosthumanst performativity‚Äô. Signs. 28 (3): 801-831.
Butler; Judith (1990). Gender Trouble. New York/London: Routledge.
Butler; Judith (1997). Excitable speech. New York/London: Routledge.
Callon; Michel (1998) (ed.). The laws of the market.Blackwell: Oxford.
Cochoy; Franck (2004). Is the modern consumer a buridan‚Äôs donkey? In: Brembeck & Ekstr√∂m: Elusive consumption. Oxford: Berg.
Cronin; Anne M. (2000). Advertising and consumer citizenship. London: Routledge.
Hine; Thomas (1997). The total package. London: Little; Brown and company.
Jackson; Peter; Lowe; Michelle; Miller; Daniel & Mort; Frank (eds) (2000). Commercial Cultures: Economics; Practices; Spaces. Oxford: Berg.
Laclau; Ernesto (1990). New reflections on the Revolution of our Time. London Verso.
Latour; Bruno (1996). Aramis or the Love of Technology. Cambridge Mass: Harvard University Press.
Latour; Bruno (2005). Reassembling the Social. New York. Oxford University Press.
McKenzie; Donald (2009). Material markets. Oxford: Oxford University Press.
‚ÄôConnor Kaori (2005). The Other Half. The Material Culture of New Fibres. I;: K√ľchler; Susanne & Miller; Daniel. Clothing as Material Culture. Oxford: Berg.
Mort; Frank (1996). Cultures of consumption. Masculinities and social spaces in late twenthieth century Britain. London: Routledge.
Nixon; Sean (1997). Exhibiting Masculinity. In: Hall; Stuart (ed.) Representation. Cultural representations and signifying practices. London: Sage Publications; 1997.
Partington Angela (1996). ‚ÄėPerfume; pleasure and post-modernity‚Äô. In: Pat Kirkham (ed.) The gendered object. Manchester: Manchester University Press.
Thomas; Dana (2008). Deluxe: How luxury lost its lustre. London: Penguin.
Wajcman; Judy (2004). TechnoFeminism. Cambridge: Polity Press.