Transformative intersectionality: Moving business towards a critical praxis

Abstract

• Re-radicalized intersectionality provides transformational potential to firms • Diversity programs require intersectionality and context-specific perspective • Standardization of implicit bias tests neglects intersecting identities • Diversity training overlooks deep systemic issues and glocalized conditions • Depth and breadth are key to managerially useful intersectional understanding

Institutional Logics, Gender, and Advertising Within a Culture in Transition: Examining Strategies of Advertising Professionals in Turkey for Managing Institutional Complexity

“…A particularly ubiquitous set of logics emerges under the category of dualities, including global and local, East and West, modern and traditional, religious and secular, individualism and collectivism, and in advertising’s role in society. While binary perspectives may be problematic, particularly with regard to gender (Bettany et al 2010; Steinfield et al 2019c), many of the advertising professionals discussed social norms and scripts in terms of these binaries and drew from them in developing advertising representations. As Sandikci and Ger (2002) point out, despite assumptions that globalization ushers in Western values of modernization, this process is neither unidirectional nor a replication of Western consumption practices.…”

“…Importantly, this work discusses the ‘cultural turn’ in gender research, as well as its potential to be transformative to consumers’ lives and to society as a whole. While scholarship from diverse fields has set forth rich understandings of gender, gaps remain (see Hearn and Hein 2015), particularly in regard to transnational and intersectional perspectives (for exceptions, see Steinfield et al 2019c). Collectively, these works demonstrate gender is plural, relational, and situational, and produced differently across different institutional contexts.…”

“…However, more recently the work of “suppressed or marginalized interests and players” (Scott 2014, p. 95) in mobilizing resources for change has become prominent on the global stage. The fragmentation, blurring and “undoing” of gender (e.g., Seregina 2019) as well as a recognition of the importance of intersectionality, or the power and social inequities that arise from intersecting identity markers (Steinfield et al 2019c), and a continued (and thus far, unrealized) need for gender equality (Hein et al 2016) have changed the structures and discourses of gender in society. Scholars have taken note of the broader macro and institutional forces important to the study of gender (Hein et al 2016; Sredl 2018; Yip and Ainsworth 2018; Zayer and Coleman 2015).…”

Operationalizing Critical Race Theory in the Marketplace

“…Transformative consumer research affirms that “advocacy positions are necessary to engage in research that responds to social problems” (Crockett et al 2013, p. 1176). In marketing literature, however, social justice has yet to be extensively examined in connection with CRT or racial issues (see Grier, Thomas, and Johnson 2019; Steinfield et al 2019). Rather, social justice is most often an implicit goal such as in research that criticizes marketing practices.…”

Structures, Systems and Differences that Matter: Casting an Ecological-Intersectionality Perspective on Female Subsistence Farmers’ Experiences of the Climate Crisis

“…While marketing scholars have applied intersectionality theory to study some consumer groups and market conditions (see Steinfield et al 2019b for an overview), methodologically and theoretically it remains under-explicated in the field. Thus to clarify our approach, we briefly outline these considerations.…”