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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 Journal/Magazine › Journal article › peer-review

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“Which part of the day is (wo)man o'clock?”: Desires, urges, and possibilities of (un)becoming. / Cheded, Mohammed; Liu, Chih-Ling.
In: Marketing Theory, Vol. 22, No. 1, 01.03.2022, p. 67-84.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Cheded, M & Liu, C-L 2022, '“Which part of the day is (wo)man o'clock?”: Desires, urges, and possibilities of (un)becoming', Marketing Theory, vol. 22, no. 1, pp. 67-84. https://doi.org/10.1177/14705931211057463

APA

Cheded, M., & Liu, C.-L. (2022). “Which part of the day is (wo)man o'clock?”: Desires, urges, and possibilities of (un)becoming. Marketing Theory, 22(1), 67-84. https://doi.org/10.1177/14705931211057463

Vancouver

Cheded M, Liu CL. “Which part of the day is (wo)man o'clock?”: Desires, urges, and possibilities of (un)becoming. Marketing Theory. 2022 Mar 1;22(1):67-84. Epub 2021 Dec 11. doi: 10.1177/14705931211057463

Author

Cheded, Mohammed ; Liu, Chih-Ling. / “Which part of the day is (wo)man o'clock?” : Desires, urges, and possibilities of (un)becoming. In: Marketing Theory. 2022 ; Vol. 22, No. 1. pp. 67-84.

Bibtex

@article{9c214e95fde7473caf68a1b5508bebe9,
title = "“Which part of the day is (wo)man o'clock?”: Desires, urges, and possibilities of (un)becoming",
abstract = "Drawing on Butler{\textquoteright}s and Deleuze and Guattari{\textquoteright}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 {\textquoteleft}lawful{\textquoteright} and at others {\textquoteleft}unlawful{\textquoteright}. 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. ",
keywords = "Performativity, Becoming, Queer Theory, Edgework, Crossdresser",
author = "Mohammed Cheded and Chih-Ling Liu",
year = "2022",
month = mar,
day = "1",
doi = "10.1177/14705931211057463",
language = "English",
volume = "22",
pages = "67--84",
journal = "Marketing Theory",
issn = "1470-5931",
publisher = "SAGE Publications Ltd",
number = "1",

}

RIS

TY - JOUR

T1 - “Which part of the day is (wo)man o'clock?”

T2 - Desires, urges, and possibilities of (un)becoming

AU - Cheded, Mohammed

AU - Liu, Chih-Ling

PY - 2022/3/1

Y1 - 2022/3/1

N2 - 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.

AB - 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.

KW - Performativity

KW - Becoming

KW - Queer Theory

KW - Edgework

KW - Crossdresser

U2 - 10.1177/14705931211057463

DO - 10.1177/14705931211057463

M3 - Journal article

VL - 22

SP - 67

EP - 84

JO - Marketing Theory

JF - Marketing Theory

SN - 1470-5931

IS - 1

ER -