Article2020

Advanced Style Influencers: Confronting Gendered Ageism in Fashion and Beauty Markets

56 citations0/0 files storedJournal of the Association for Consumer Research

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Media, Gender, and Advertising Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

A growing body of consumer research on intersectionality in the marketplace focuses on identifying overlapping oppressive consumer identity categories, such as gender and race. Yet this work tends to prioritize microlevel agency over power relations within structures and practices of domination. Drawing on the more transformative aspects of intersectionality theory, as well as a focused media and netnographic investigation of the Advanced Style movement in North America, we examine how advanced (aged 50+) female style influencers help transform the ageist and sexist fashion and beauty markets. Specifically, these women enact two forms of embodied resistance informed by the Western dominant discourse of successful aging (deconstructing gendered and ageist fashion and defying gendered and ageist beauty) using the social media platform Instagram. We conclude with future research directions on the transformative potential of embodied resistance for various doubly oppressive gendered and ageist marketplaces.

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References

1991Mapping the Margins: Intersectionality, Identity Politics, and Violence against Women of Color 1992Black Feminist Thought: Knowledge, Consciousness, and the Politics of Empowerment.1997Successful Aging 2008Intersectionality as buzzword 2007Postfeminist media culture 2019Intersectionality as Critical Social Theory 1997Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers’ Consumption Stories 2000The Gendered Society

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