Suchergebnisse

Extending the critical project of interrogating the consumer subject form, in this study, the consumer subject is read as potentially acritical, precarious and psychotic through Dufour's Lacanian-inspired analysis of neoliberal subjectivity. Reflecting on two case studies from an ethnographic-type study of young women, identity and consumer culture, I demonstrate how participants attempt to fulfil neoliberal ideals related to agency, productivity and creativity. Relying on commodities for symbolic anchoring in doing so, a 'psychotic' and precarious subject position is evidenced. While the findings could certainly be interpreted as productive, tendencies toward materialism, uncertainty and anxiety, along with pervasive mental health issues, provided the impetus to further problematise dominant understandings of the consumer. Neoliberal consumer culture is evidenced as a harmful, dehumanising ideology that fosters competitiveness, individuality and meritocratic tendencies, encouraging a reliance on ever-changing, transient commodities to (in)form the self. This occurs at the expense of compromise, communality and social welfare, through which subjects may find more stable and emancipatory symbolic anchors. Only by recognising critical theorisations of the consumer as dominant subject positions of neoliberalism can cultural consumer researchers begin to imagine opportunities for resistance and emancipatory change.

How do women reject the feminine in postfeminist working life, and to what effects? Organisational scholars have long argued that the feminine is discouraged or reconfigured in neoliberal, postfeminist organisations that value masculine-oriented traits. But what the feminine encompasses, how it is rejected and to what effects is less clear. In this article, we draw on feminist post-Jungian theory, which understands the feminine as archetypal, emerging over thousands of years of human history and characterised by paradox, circularity, being and descent. Feminist Jungian thinkers agree that the archetypal feminine is neglected, if not denigrated, in neoliberal, capitalist cultures, much to our detriment. Reflecting on data from a qualitative, longitudinal study on early career formation and work experiences with 15 young women, we reflexively discuss how in postfeminist working life, disavowing the archetypal feminine manifests by: adhering to ascensionist ideals to the detriment of slowness and inactivity; engaging linear thinking to the detriment of cyclical, paradoxical being; and avowing rational objectivity to the detriment of embodied instinct. This engenders both collusion with postfeminist power structures and psychic effects such as dis-ease and anxiety, which we argue can be ameliorated by recognising and embracing the archetypal feminine within.

Feminized sexual consumption has gained increasing legitimacy in the marketplace. Despite calls for critical, feminist perspectives, extant research in marketing continues to prioritize its emancipatory implications. In this article, we draw on the cultural theory of "postfeminism" to critically analyze the sexual narratives of young women. Tightly bound with neoliberal ethics, a postfeminist orientation encourages women—purported to have achieved equality thanks to past feminist activism—to work on, invest in, and manage their sexual lives. This discourse manifests in women's sexual and intimate experiences in two key ways: first, through their attempts to establish authority and control in their relationships, an endeavor thwarted by neoliberal and patriarchal logics; and second, through an implicit submissive sexual positioning that privileges masculine meanings of sexual pleasure. These findings suggest an inherent contradiction between participants' understanding of themselves as free, able, and equal, and the constraining, subjugating experiences shaping their relationships and (sexual) lives. Our key contribution to feminist critique and theorizing is to illustrate how postfeminist discourses operate to mask and deny oppressive patriarchal discourses, which paradoxically increases their strength under the guise of female emancipation and consumer choice.

Digital technologies are pervasive and ensnaring, resulting in widespread dependence of their varying forms and functions. In this commentary we reflect on the effects of our own digital dependencies, noticing how as digital technologies edge toward higher degrees of sentience, we humans are becoming psychically deadened, ever reliant on such technologies to support our fractured selves. Providing three intimate introspective accounts, we foreground emergent themes related to aliveness and addiction, illustrating how social media tendencies are rooted in existential insecurities stemming from psychic difficulties and traumas. We encourage marketing theorists to critically interrogate how digital technologies, and in particular social networking sites, exploit our vulnerabilities to propagate an addictive logic toward aims of capital accumulation.