identity and consumption Flashcards
what is said about hegemonic gender identities and consumption?
masculinity e.g. - gym membership, pubs, football games
femininity e.g. - makeup, shopping, care about appearance
they may ‘conspicuously consume’ to gain status and reputation in society
why may homosexual ppl consume heterosexual leisure activities?
to avoid stigmatised identity that comes with homosexuality. ‘looking glass self’
what is meant by the pink pound?
the spending power of the LGBTQ+ community. following the legalisation in 1967, businesses saw the opportunity to appeal to this group and range aimed products e.g. rainbow pride flag 1978 can be seen on poppies and Vaseline.
what is meant by rainbow washing?
using the rainbow colours in advertising or on products to indicate support and earn consumer credibility often with minimal effort.
An example of rainbow washing.
brands change their logos during pride to attract new consumers and virtue signal diversity.
e.g. Barilla
what is meant by the term colour washing?
” the profit driven practice of corporations deceptively communicating unsubstantiated values in products and services to appeal and market them to socially and environmentally aware consumers”
what is meant by the term pink washing?
related to female empowerment with companies promoting a female façade whilst still having a gender pay gap or employment policies with exploit women.
what is meant by greenwashing?
delivering misleading messages about sustainability practices e.g. ‘eco friendly’ when it’s not e.g. coca cola when they contribute to plastic pollution.
what is meant by the term brown washing?
common during BLM, many companies claimed to support BAME community without implementing any practices to empower them.
what is meant by the term whitewashing?
