Reproduction of Gender Ideology Through Russian Consumer Culture: The Case of Iconography of the ‘Mother’ in Russia

Rieple, A., Baghdasaryan, L., Bettany, S. and West, R. 2016. Reproduction of Gender Ideology Through Russian Consumer Culture: The Case of Iconography of the ‘Mother’ in Russia. ICCMI. Heraklion 22 - 24 Jun 2016 ICCMI.

TitleReproduction of Gender Ideology Through Russian Consumer Culture: The Case of Iconography of the ‘Mother’ in Russia
AuthorsRieple, A., Baghdasaryan, L., Bettany, S. and West, R.
TypeConference paper
Abstract

Gender is one of the central topics of contemporary studies in marketing and consumer research. Since the introduction
of Goffman’s schema on gender roles and portrayals in advertisements (Goffman, 1979), scholars continue adapting
his method and reveal some of the hidden factors of gender roles, portrayals or inequalities in contemporary marketing
practices (Bettany et al 2010). Noticeably, less attention has been given to the ideological aspects of gender portrayals
and its unique value of producing and reproducing sociocultural meanings around gender. Thus, this research looks
into the archetypal images of Russian mothers and proposes multiple ichnographic images of motherhood implemented
in contemporary Russian print media. The study adopted critical visual methods (Schroeder, 2002) and qualitative
content analysis (Schreier 2014) while analysing advertisements from three Russian and three Western origin ‘mother
and baby’/’parenting’ magazines. The study is positioned within the theoretical spectrum of Consumer Culture Theory
and contributes to the field by unpacking the role of ‘symbolic power’/ (ideology) (Bourdieu, 1979) around the
motherhood that persists in contemporary Russian consumer culture.

KeywordsGender Ideology, Consumer culture, Motherhood, advertisements, Russia
Year2016
ConferenceICCMI
PublisherICCMI
Accepted author manuscriptLilit et al ICCMI_2016_paper_39 (1).pdf

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Bettany, S. 2010. Performing local community through co-housing: a discourse analysis of the value and values of sharing the home. From Environmental Critique to Community Building: The Social Negotiation of New Transitional Forms of Exchange” (Special session) European Advances in Consumer Research. London, UK July 2010

Product development within a clustered environment: the case of apparel design firms
Rieple, A. and Gander, J. 2009. Product development within a clustered environment: the case of apparel design firms. Creative Industries Journal. 2 (3), pp. 273-289. doi:10.1386/cij.2.3.273_1

Working the limits of method: the possibilities of critical reflexive practice in marketing and consumer research
Bettany, S. and Woodruffe-Burton, H. 2009. Working the limits of method: the possibilities of critical reflexive practice in marketing and consumer research. Journal of Marketing Management. 25 (7-8), pp. 661-679. doi:10.1362/026725709X471550

Heterotopias of emerging same-sexuality: spaces and places of consumption among young female consumers “coming out of the closet
Bettany, S. and Pantazopolous, A. 2009. Heterotopias of emerging same-sexuality: spaces and places of consumption among young female consumers “coming out of the closet. Association for Consumer Research. Pittsburgh, Pennsylvania

The present location of temporal embeddedness: the case of time linked consumption practices in dual career families
Bettany, S. and Gatrell, C. 2009. The present location of temporal embeddedness: the case of time linked consumption practices in dual career families. Advances in Consumer Research. 36.

Outsourcing for competitive advantage: an examination of seven legacy airlines
Rieple, A. and Helm, C. 2008. Outsourcing for competitive advantage: an examination of seven legacy airlines. Journal of Air Transport Management. 14 (5), pp. 280-285. doi:10.1016/j.jairtraman.2008.06.002

Figuring companion-species consumption: a multi-site ethnography of the post-canine Afghan hound
Bettany, S. and Daly, R. 2008. Figuring companion-species consumption: a multi-site ethnography of the post-canine Afghan hound. Journal of Business Research. 61 (5), pp. 408-418. doi:10.1016/j.jbusres.2006.08.010

Strategic management: theory and application
Haberberg, A. and Rieple, A. 2008. Strategic management: theory and application. Oxford Oxford University Press.

A paradox of alliance management: resource contamination in the recorded music industry
Gander, J., Haberberg, A. and Rieple, A. 2007. A paradox of alliance management: resource contamination in the recorded music industry. Journal of Organizational Behavior. 28 (5), pp. 607-624. doi:10.1002/job.463

How relevant is transaction cost economics to inter-firm relationships in the music industry?
Rieple, A. and Gander, J. 2007. How relevant is transaction cost economics to inter-firm relationships in the music industry? in: Towse, R. (ed.) Recent developments in cultural economics Cheltenham Edward Elgar.

Progressing a taxonomy of possible reflexivities: guidelines for reflexive practice in consumer research
Bettany, S. and Woodruffe-Burton, H. 2007. Progressing a taxonomy of possible reflexivities: guidelines for reflexive practice in consumer research. Advances in Consumer Research. 34.

The material-semiotics of consumption: or where (and what) are the objects in consumer culture theory?
Bettany, S. 2007. The material-semiotics of consumption: or where (and what) are the objects in consumer culture theory? in: Belk, R.W., Sherry Jr, J.F. and Sherry Jr., J.F. (ed.) Research in consumer behavior, volume 11: consumer culture theory Elsevier.

Local accounts: authoring the critical marketing thesis
Bettany, S. 2007. Local accounts: authoring the critical marketing thesis. in: Saren, M., Maclaran, P., Goulding, C., Elliott, R., Shankar, A. and Catterall, M. (ed.) Critical marketing: defining the field Butterworth Heinemann. pp. 69-82

The value of clusters in the new product development process within three creative industry sectors: music, film and fashion
Rieple, A. and Gander, J. 2006. The value of clusters in the new product development process within three creative industry sectors: music, film and fashion. Strategic Management Society 26th Annual International Conference: Strategy and Governance in a World of Institutional Change. Vienna, Austria 29 Oct - 01 Nov 2006

Steps towards transformative consumer research practice: a taxonomy of possible reflexivities
Bettany, S. and Woodruffe-Burton, H. 2006. Steps towards transformative consumer research practice: a taxonomy of possible reflexivities. Advances in Consumer Research. 33 (1), pp. 227-234.

The material-semiotics of consumption: or where (and what) are the objects in consumer culture theory?
Bettany, S. 2006. The material-semiotics of consumption: or where (and what) are the objects in consumer culture theory? 1st Consumer Culture Theory Conference. Chicago

Feminist epistemology meets the masculinity of marketing and consumer knowledge: a contemporary rendering of a decade-long debate
Bettany, S. 2006. Feminist epistemology meets the masculinity of marketing and consumer knowledge: a contemporary rendering of a decade-long debate. Association for Consumer Research Conference on Gender, Marketing and Consumer Behaviour. Edinburgh June 2006

Hybrid organizations as a strategy for supporting new product development
Rieple, A., Haberberg, A. and Gander, J. 2005. Hybrid organizations as a strategy for supporting new product development. Design Management Review. 16 (1), pp. 48-56.

Living with ambivalence: a case study of a critical management education encounter
Bettany, S. 2005. Living with ambivalence: a case study of a critical management education encounter. European Academy of Management (EURAM) Conference. Munich May 2005

Understanding realised strategy: offerings, institutions, displays, resource allocation and transitions
Rieple, A., Gander, J. and Haberberg, A. 2004. Understanding realised strategy: offerings, institutions, displays, resource allocation and transitions. BAM 2004: Management Futures. St Andrews, UK 30 Aug - 01 Sep

Understanding why your new design ideas get blocked
Rieple, A. 2004. Understanding why your new design ideas get blocked. Design Management Journal. 15 (1).

Exploring the management of resources: how cellular biology helps redescribe alliance management within the music industry
Gander, J., Rieple, A. and Haberberg, A. 2004. Exploring the management of resources: how cellular biology helps redescribe alliance management within the music industry. Association of Cultural Economics International: 13th International Conference on Cultural Economics. Chicago, USA 02-05 Jun 2004

How relevant is transaction cost economics to inter-firm relationships in the music industry?
Gander, J. and Rieple, A. 2004. How relevant is transaction cost economics to inter-firm relationships in the music industry? Journal of Cultural Economics. 28 (1), pp. 57-79. doi:10.1023/B:JCEC.0000009958.80454.f6

Enculturation and student performance: a critical work in progress
Bettany, S., Chapman, A. and Bloxham, S. 2004. Enculturation and student performance: a critical work in progress. BEST LTSN conference. Reflection on teaching: the impact on learning. Edinburgh April 14-16

Avoid strangling new ideas
Rieple, A. 2003. Avoid strangling new ideas. Design Matters.

Mapping industrial marketing knowledge: a study of an IMP conference
Easton, G., Zolkiewski, J. and Bettany, S. 2003. Mapping industrial marketing knowledge: a study of an IMP conference. Journal of Business and Industrial Marketing. 18 (6-7), pp. 529-544. doi:10.1108/08858620310492400

Inter-organisational relationships in the worldwide popular recorded music industry
Gander, J. and Rieple, A. 2002. Inter-organisational relationships in the worldwide popular recorded music industry. Creativity and Innovation Management. 11 (4), pp. 248-254. doi:10.1111/1467-8691.00256

Factors contributing to the effectiveness of hybrid organisational forms: the case of new product development
Rieple, A., Gander, J. and Haberberg, A. 2002. Factors contributing to the effectiveness of hybrid organisational forms: the case of new product development. British Academy of Management Annual Conference. London, UK 09-11 Sep 2002

A taxonomy of factors contributing to the effectiveness of hybrid organisational forms: the case of design's role in product innovation
Gander, J. and Rieple, A. 2002. A taxonomy of factors contributing to the effectiveness of hybrid organisational forms: the case of design's role in product innovation. 11th International Forum on Design Management Research and Education: Strategies, Resources & Tools for Design Management Leadership. Boston, USA 10-12 Jun 2002

An exploratory taxonomic study of IMP Group conference papers
Easton, G., Zolkiewski, J. and Bettany, S. 2002. An exploratory taxonomic study of IMP Group conference papers. 17th Industrial Marketing and Purchasing (IMP) Group Conference. Dijon, France September 2002

Conceptualising marketing theory as an empirical domain: a speculative taxonomy of research approaches to the practice of marketing theory and suggestions for feminist ethnographic interventions
Bettany, S. 2002. Conceptualising marketing theory as an empirical domain: a speculative taxonomy of research approaches to the practice of marketing theory and suggestions for feminist ethnographic interventions. Marketing Theory Stream, Academy of Marketing Conference. Nottingham

Inter-organisational relationships in the worldwide popular recorded music industry
Rieple, A. and Gander, J. 2001. Inter-organisational relationships in the worldwide popular recorded music industry. Critical Management Studies Conference. Manchester, UK 11-13 Jul 2001

The strategic management of organisations
Haberberg, A. and Rieple, A. 2001. The strategic management of organisations. Harlow, UK FT Prentice Hall.

Negotiating the site for an ethnography of relationship marketing: boundaries, actors, texts
Bettany, S. 2001. Negotiating the site for an ethnography of relationship marketing: boundaries, actors, texts. 9th International Colloquium in Relationship Marketing. Montreal, Canada 24th-26th September

Shifting the discourse: feminist perspectives on consumer behaviour research
Hogg, M.K., Bettany, S. and Long, G. 2000. Shifting the discourse: feminist perspectives on consumer behaviour research. in: Catterall, M., Maclaran, P. and Stevens, L. (ed.) Marketing and feminism: current issues and research London Routledge. pp. 112-128

Doing feminist research in a masculine paradigm
Bettany, S. and Woodruffe-Burton, H. 1999. Doing feminist research in a masculine paradigm. 1st Critical Management Studies Conference UMIST. 4th July 1999

Transforming relationship marketing via subversive readings
Long, G., Hogg, M.K., Bettany, S. and Eccles, P. 1999. Transforming relationship marketing via subversive readings. 1st Critical Management Studies Conference UMIST. 4th July 1999

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