CHL-20306 Gender and Diversity in Consumer Culture


Studiepunten 6.00

Individual Paper1
Group work6
Independent study0
Course coordinator(s)dr. C Sato
Lecturer(s)dr. C Sato
Examiner(s)dr. C Sato

Language of instruction:



This course introduces students to interdisciplinary gender and consumption studies. Media images are in part linked to how individuals, in any given social group, view themselves and treat others and how they are viewed and treated by others. This course examines the relationship between culture, identity and commodity from a gender and diversity perspective using current concepts and theories. By taking a comparative approach, it discusses how femininities and masculinities are relationally constructed in both historical and contemporary contexts. While doing so, it pays special attention to the relationship between the marketing of products, ideals, ideas and social inequality (gender, class, race, sexuality, ethnicity and nation) and how marketing is linked to identity, social roles, and consumer behaviors. Students will collaboratively explore forms of resistance to and alternative consumer culture. Students enhance their gender and diversity sensitive media literacy by applying the concepts and theories to a case in their everyday life individually and in a small group. The analytical frameworks in this course draws on gender studies in sociology, consumption studies, cultural studies, marketing, history, anthropology, and geography.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- explain basic concepts and theories on the social aspects of consumption with a focus on interdisciplinary gender and consumption studies;
- discuss the relationship between consumption and the construction of gender, class, racial, sexual, ethnic, and national identities and social inequalities in both historical and contemporary contexts;
- analyse the role of media, particularly advertising and social media, in consumer behaviour in relation to issues of equality and social justice from a gender and diversity perspective;
- give a range of examples of resistance to and alternatives in consumer culture which aim to transform gender and other structural inequalities;
- have enhanced gender and diversity sensitive media literacy.


- literature study;
- lecture attendance;
- participation in class discussions;
- reviewing (audio-) visual materials according to guiding discussion questions;
- individual assignments;
- group assignment (incl. video making and written report).


- 2 individual assignments (one compulsory & another 20%);
- group assignment presentation and written report (30%);
- written exam (50%).
To pass sufficient participation in group assignments is mandatory and all components require a minimum of 5.5.


Available in Brightspace.

Keuze voor: BBCManagement and Consumer StudiesBScB: Spec. B - Consumer Studies2AF
Verplicht voor: WUCBHBSc Minor Consumer Behaviour2AF