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Göteborgs universitets publikationer

Feminine choice and masculine needs: gender in perfume packaging

Författare och institution:
Magdalena Petersson McIntyre (Centrum för konsumtionsvetenskap (CFK) & Gothenburg Research Institute (GRI))
Publicerad i:
Making Sense of Consumption, 2nd Nordic Conference on Consumer Research, May 30 - June 1, 2012 Gothenburg, Sweden,
Konferensbidrag, övrigt
Sammanfattning (abstract):
This paper deliberates on meanings of gender in the perfume market, particularly in perfume packaging. It builds on ethnographic interviews with sales assistants; perfume manufacturers; shop owners; and perfume buyers. In addition, observations and visual analyses have been made at a luxury packaging trade fair, and of perfume shop interiors and advertisements. Two different, but interrelated, ways of understanding gender, perfume, and perfume packaging, became apparent. First, gender was described as a choice; something that an individual chooses to participate in or not. Second, choice was understood as a feminine practice, something that women, and not men, engage in.
Ämne (baseras på Högskoleverkets indelning av forskningsämnen):
Annan humaniora ->
gender, packaging, perfume
Postens nummer:
Posten skapad:
2012-09-25 15:49
Posten ändrad:
2013-07-08 11:35

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