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Judith Butler on performativity and precarity: exploratory thoughts on gender and violence in India.

Authors :
Joy, Annamma
Belk, Russell
Bhardwaj, Rishi
Source :
Journal of Marketing Management; Nov2015, Vol. 31 Issue 15-16, p1739-1745, 7p
Publication Year :
2015

Abstract

We turn to the philosopher and gender theorist Judith Butler for insight into how gender performativity (acting and actions restricted by gender norms) affects identity and thus individual agency. Gender performativity underlies the prevailing conceptualisation of women in India as being lesser. We anticipated that the extreme divide between wealth and poverty and higher and lower castes would affect women’s vulnerability. Yet, while lower class/caste women are undeniably at greater risk of sexual assault, even women of higher social status similarly embody ‘precarity’: a life lived without predictability, and thus without security. While structural changes have encouraged increased agentic performativity among women in India, a culture of condoned sexual violence is nonetheless an ongoing and horrifying reality. [ABSTRACT FROM PUBLISHER]

Details

Language :
English
ISSN :
0267257X
Volume :
31
Issue :
15-16
Database :
Complementary Index
Journal :
Journal of Marketing Management
Publication Type :
Academic Journal
Accession number :
109304542
Full Text :
https://doi.org/10.1080/0267257X.2015.1076873