TY  - CONF
  - O'Sullivan, Stephen; Richardson, Brendan
  - European Association for Consumer Research Conference: Consumer Research in Turbulent Times
  - Hens in the Cock House: Renegotiating female identity in the male dominated beer pong subculture
  - 2013
  - July
  - Validated
  - 1
  - ()
  - marketplace culture, gender identity,liminoid zone
  - This ethnographic study investigates a male dominated marketplace culture and finds that female participants have successfully renegotiated their previous passive ‘eye candy’ role within the culture. Male participants originally constructed female participants as ‘playthings’ – primarily as objects of male desire. However, following female participants’ adoption and co-option of masculine behavioural roles, they have redefined their role within the culture. Female participants are no longer viewed as playthings but instead as legitimate and authentic cultural members – ‘players’. This study suggests that within the liminoid zone of a marketplace culture that ‘player identity’ appears to be a more dominant behavioural influence than gender identity – each voluntary actor within the zone, regardless of gender, aligns behaviour according to the communal construction of authentic ‘player’.
DA  - 2013/07
ER  - 

@inproceedings{V238061309,
   = {O'Sullivan, Stephen and  Richardson, Brendan},
   = {European Association for Consumer Research Conference: Consumer Research in Turbulent Times},
   = {{Hens in the Cock House: Renegotiating female identity in the male dominated beer pong subculture}},
   = {2013},
   = {July},
   = {Validated},
   = {1},
   = {()},
   = {marketplace culture, gender identity,liminoid zone},
   = {{This ethnographic study investigates a male dominated marketplace culture and finds that female participants have successfully renegotiated their previous passive ‘eye candy’ role within the culture. Male participants originally constructed female participants as ‘playthings’ – primarily as objects of male desire. However, following female participants’ adoption and co-option of masculine behavioural roles, they have redefined their role within the culture. Female participants are no longer viewed as playthings but instead as legitimate and authentic cultural members – ‘players’. This study suggests that within the liminoid zone of a marketplace culture that ‘player identity’ appears to be a more dominant behavioural influence than gender identity – each voluntary actor within the zone, regardless of gender, aligns behaviour according to the communal construction of authentic ‘player’.}},
  source = {IRIS}
}