SCH-20306 Gender, Culture, Consumers and Markets: Critical Historical and Sociocultural Feminist Perspectives


Studiepunten 6.00

Literature study
Practical extensively supervised22
Course coordinator(s)HB Munro
MT van Wissen
dr. C Sato
dr. MPM van der Burg
Lecturer(s)dr. C Sato
dr. MPM van der Burg
Examiner(s)dr. C Sato
dr. MPM van der Burg

Language of instruction:


Assumed knowledge on:

The course is optional; there are no admission criteria.


The interrelationship between culture, identity and merchandise has become one of interdependence. How individuals, in any given social group, see themselves and how they are viewed and treated by others is in part linked to media images, of which advertising plays an important role. The course examines the marketing of products, ideals and ideas, and the relationship to social hierarchy (gender, race, ethnicity, wealth) as linked to societal roles, consumer and other behaviour, and identity. The course compares Western, non-Western, and rural and urban contexts and settings. Forms of resistance within and against consumer culture are also examined. For the analytical frameworks the course draws on feminist and gender studies in consumer sciences, communication sciences, marketing, social history and anthropology.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- analyze the relationship between advertising and the construction of gender, racial and ethnic minorities identities;
- explain the historic antecedents of contemporary social issues in marketing to consumers;
- identify the intersection of gender, class, race and ethnicity as social constructs;
- critique the role of media, particularly advertising, on social attitudes and behavior in relation to issues of equality and social justice;
- understand interdisciplinary conceptual and analytical frameworks in social analysis of course themes.


Lectures, class discussion, weekly student work groups and student presentations. The course will be highly interactive.


Final written examination and presentations.


The compulsory literature will be listed in the study guide. Students interested in following the course should contact the co-ordinator.

Keuze voor: BBCManagement and Consumer StudiesBScB: Consumer Studies2AF
MMEManagement, Economics and Consumer StudiesMScB: Consumer Studies2AF
Verplicht voor: WUCBHBSc Minor Consumer Behaviour2AF