{'fraction_non_alphanumeric': 0.0173053152039555, 'fraction_numerical': 0.0, 'mean_word_length': 5.639344262295082, 'pattern_counts': {'":': 0, '<': 0, '<?xml version=': 0, '>': 0, 'https://': 0, 'lorem ipsum': 0, 'www.': 0, 'xml': 0}, 'pii_count': 0, 'substrings_counts': 0, 'word_list_counts': {'cursed_substrings.json': 0, 'profanity_word_list.json': 0, 'sexual_word_list.json': 0, 'zh_pornsignals.json': 0}}
Patriarchal marketing and the symbolic annihilation of women

ABSTRACT In this commentary, I introduce the concept of patriarchal marketing in examining the persistence of gender inequality in marketing and consumer culture. I define patriarchal marketing as marketing that operates in accordance with a male-dominated power structure, in turn dominating, oppressing and exploiting women. I name this as a problem that produces the symbolic annihilation of women. In turn, this has three effects: trivialisation of the complexities of women’s lives, omission of those outside of the hegemonic feminine ideal and condemnation of women’s corporeality. I propose that the adoption of a feminist standpoint can challenge the oppressive power structures of patriarchal marketing that symbolically annihilate women.