Up close and personal: feminist pedagogy in the classroom

Lorna Stevens; Pauline Maclaran

doi:10.1080/0267257X.2022.2131266

Up close and personal: feminist pedagogy in the classroom

Lorna Stevens, Pauline Maclaran

Research output: Contribution to journal › Article › peer-review

7 Citations (SciVal)

176 Downloads (Pure)

Abstract

This commentary reflects on 20+ years as marketing academics committed to a feminist, critical approach to the marketing curriculum.

Feminist pedagogy focuses on critiquing the wider, macro-structural realities that impact on gender inequality. A key aim is to empower students to consider how society might be differently structured. We also advocate a multiple perspectives approach, whereby there are no absolutes but rather contexts, thus nudging students to move beyond a micro-managerial mindset, and problematising many of the assumptions embedded in marketing. This includes understanding that identity positions shape social worlds and consumption patterns. Finally we identify three tools for implementing a feminist pedagogy: subjective personal introspection (SPI), collaborative and action learning and a low-hierarchy learning environment.

Original language	English
Pages (from-to)	32-39
Number of pages	8
Journal	Journal of Marketing Management
Volume	39
Issue number	1-2
Early online date	7 Oct 2022
DOIs	https://doi.org/10.1080/0267257X.2022.2131266
Publication status	Published - 24 Mar 2023

Bibliographical note

No funding was acknowledged

Keywords

Feminist pedagogy
activist feminist pedagogy
critical marketing
eco-feminism
marketing curriculum

ASJC Scopus subject areas

Strategy and Management
Marketing

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1080/0267257X.2022.2131266

JMM_commentary_piece.PDF
This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 07/10/2022, available online: http://www.tandfonline.com/10.1080/0267257X.2022.2131266
Accepted author manuscript, 234 KB

Cite this

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KW - eco-feminism

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Up close and personal: feminist pedagogy in the classroom

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

UN SDGs

Access to Document

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Cite this