Feminism’s fourth wave: a research agenda for marketing and consumer research

Abstract

Three waves of feminism each reveal a very different relationship with marketing. This commentary considers these relationships in the light of what is now frequently being hailed as the fourth wave, a resurgence of feminism that is driven by younger women who harness the power of the Internet and social media to challenge gender inequity. The commentary looks at what distinguishes the fourth wave from its predecessors and highlights key areas in marketing and consumer research where feminist perspectives are sorely required.     

The Hens are Clucking: Women Performing Gossip in Their Leisure Lives

Using a feminist poststructural lens, this conceptual article aims to trouble patriarchal understandings of gossip as a devalued dimension of women's talk. To accomplish this aim, I focus on decentering three dominant discourses tied to women's gossip that position gossip as idle talk, based on the personal lives of others, and trivial. In particular, I consider the ways power is part of women's performances of gossip and how women can use gossip to construct, maintain, and resist gendered subjectivities as part of their leisure. This article also aims to illustrate the need for leisure researchers, and in particular feminist leisure researchers, to pay closer attention to the topic of women's gossip and the complex and messy connections between gossip, women's talk, and women's leisure lives.