Women's bodies as sites of control: inadvertent stigma and exclusion in social marketing

Gurrieri, Lauren, Previte, Josephine and Brace-Govan, Jan (2013) Women's bodies as sites of control: inadvertent stigma and exclusion in social marketing. Journal of Macromarketing, 33 2: 128-143. doi:10.1177/0276146712469971

Author Gurrieri, Lauren
Previte, Josephine
Brace-Govan, Jan
Title Women's bodies as sites of control: inadvertent stigma and exclusion in social marketing
Journal name Journal of Macromarketing   Check publisher's open access policy
ISSN 0276-1467
Publication date 2013-06
Year available 2013
Sub-type Article (original research)
DOI 10.1177/0276146712469971
Volume 33
Issue 2
Start page 128
End page 143
Total pages 16
Place of publication Thousand Oaks, CA United States
Publisher Sage Publications
Collection year 2014
Language eng
Formatted abstract
Responding to the call for critical examinations of the inadvertent effects of marketing (Dholakia 2012), this article offers an examination of the underexplored impacts of social marketing campaigns that derive from government-defined agendas of "healthism." Specifically, we examine how efforts aimed at the management of women's bodies can inadvertently render them sites of control. Drawing on embodiment theory, we consider how the neoliberal body project positions certain bodies as less acceptable, leaving women who engage in activities that run counter to prevailing health messages vulnerable to stigmatization and exclusion. Through three body control projects-breastfeeding, weight management, and physical activity-and a critical visual analysis of social marketing campaigns, we contend that the emerging field of critical social marketing must develop a broader social justice agenda along the lines of macromarketing. In doing so, consumers' corporeal representations and lived experiences will be better addressed and improved evaluations of social marketing's societal impacts can be developed.
Keyword Critical social marketing
Physical activity
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2014 Collection
UQ Business School Publications
Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 14 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 21 times in Scopus Article | Citations
Google Scholar Search Google Scholar
Created: Sun, 23 Jun 2013, 00:07:00 EST by System User on behalf of UQ Business School