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    Rights statement: The final, definitive version of this article has been published in the Journal, Marketing Theory, ? (?), 2021, © SAGE Publications Ltd, 2021 by SAGE Publications Ltd at the Marketing Theory page: https://journals.sagepub.com/home/MTQ on SAGE Journals Online: http://journals.sagepub.com/

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“Which part of the day is (wo)man o'clock?”: Desires, urges, and possibilities of (un)becoming

Research output: Contribution to journalJournal articlepeer-review

Forthcoming
<mark>Journal publication date</mark>14/10/2021
<mark>Journal</mark>Marketing Theory
Publication StatusAccepted/In press
<mark>Original language</mark>English

Abstract

Drawing on Butler’s and Deleuze and Guattari’s theorising of (un)becoming, we study how male to female crossdressers enact the many fantasies of the crossdresser persona through gendered market objects and rituals to undo gender norms in a body that is at times considered ‘lawful’ and at others ‘unlawful’. We highlight how fantasies participate in the processes of unbecoming and becoming to disrupt the existing gendered boundaries/subjectivities and create new possibilities of being. The market objects, including the mundane and the excess, are operating in the becoming/unbecoming, facilitating temporal gender transformations, while at the same time creating identity residues that persist between the many gendered bodily experiences (male, female or hybrid) permeating time and space. In particular, we highlight how these identity residues can be experienced as pleasurable or risky if not managed carefully, contributing to an enhanced understanding of the affective state of in-between gender and how it intersects with gendered market objects and rituals.

Bibliographic note

The final, definitive version of this article has been published in the Journal, Marketing Theory, ? (?), 2021, © SAGE Publications Ltd, 2021 by SAGE Publications Ltd at the Marketing Theory page: https://journals.sagepub.com/home/MTQ on SAGE Journals Online: http://journals.sagepub.com/