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dc.contributor.authorGurrieri, Lauren
dc.contributor.authorPrevite, Josephine
dc.contributor.authorBrace-Govan, Jan
dc.date.accessioned2017-05-03T13:14:02Z
dc.date.available2017-05-03T13:14:02Z
dc.date.issued2013
dc.date.modified2014-06-17T04:51:52Z
dc.identifier.issn15526534
dc.identifier.doi10.1177/0276146712469971
dc.identifier.urihttp://hdl.handle.net/10072/60432
dc.description.abstractResponding 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.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherSage
dc.publisher.placeUnited States
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom128
dc.relation.ispartofpageto143
dc.relation.ispartofissue2
dc.relation.ispartofjournalJournal of Macromarketing
dc.relation.ispartofvolume33
dc.rights.retentionY
dc.subject.fieldofresearchEducation not elsewhere classified
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchHistorical Studies not elsewhere classified
dc.subject.fieldofresearchOther Education
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchHistorical Studies
dc.subject.fieldofresearchcode139999
dc.subject.fieldofresearchcode150599
dc.subject.fieldofresearchcode210399
dc.subject.fieldofresearchcode1399
dc.subject.fieldofresearchcode1505
dc.subject.fieldofresearchcode2103
dc.titleWomen’s Bodies as Sites of Control: Inadvertent Stigma and Exclusion in Social Marketing
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.hasfulltextNo Full Text
gro.griffith.authorGurrieri, Lauren K.


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