Gender and the Second World War

Peniston-Bird, Corinna; Vickers, Emma

doi:10.1057/978-1-137-52460-7

Cited by 18 publications

(2 citation statements)

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“…Lastly, we note that the soldier archetype also includes a degree of masculine heroism in which selfless soldiers seek to preserve life (Daniels, 2008; Peniston-Bird and Vickers, 2017) or, in the case of sperm donation, produce it. This is often directly advertised as in LSB’s ‘real banking crisis’ (2016a) campaign, which exposes ‘Every year demand for sperm donors outstrips supply.…”

Section: (Re)producers Wanted! Soldiers and (Everyday) Superheroesmentioning

confidence: 99%

“…The soldier archetype then becomes a resource in the commodification of sperm in constrained contexts. As reflected in the above-mentioned examples, the masculine archetype of the duty-bound soldier doing his job remains anchored in selflessness and moral imperative as it is inscribed in a form of duty toward humanity and in related perceptions of appropriate masculinity (Peniston-Bird and Vickers, 2017). First, the soldier archetype helps to convey sperm donation’s value potential as a selfless act in answer to the country’s (or even humanity’s) needs.…”

Section: (Re)producers Wanted! Soldiers and (Everyday) Superheroesmentioning

confidence: 99%

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Soldiers and superheroes needed! Masculine archetypes and constrained bodily commodification in the sperm donation market

2019

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Extant research on bodily commodification emphasizes contexts, where market actors can pursue commodification in relatively unconstrained ways. However, scant research examines how marketers foster bodily commodification in markets, where institutional constraints limit the value which can be extracted, produced and/or exchanged. We fill this gap by studying sperm donation services in the United Kingdom and Australia, where a number of governmental regulations limit bodily commodification and value creation processes. Using an archival analysis of visual and textual material, we find that sperm banks in these constrained contexts strategically rely on the marketing of masculine archetypes as a source of value. This article delineates the concept of constrained bodily commodification and its marketing implications. Moreover, it evidences sociocultural discursive mechanisms by which marketers attempt to overcome constrained commodification issues. Specifically, we emphasize the role of gender archetypes as a resource, which allows sperm banks’ marketers to transfer identity value to the donor and donation experience. Finally, this article also has implications for the theorizing of value creation by expanding our understanding of how value is created during consumer disposition processes.

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Section: (Re)producers Wanted! Soldiers and (Everyday) Superheroesmentioning

confidence: 99%

Section: (Re)producers Wanted! Soldiers and (Everyday) Superheroesmentioning

confidence: 99%