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The Gendered Rhetoric of Product Design: Why Are You Over Paying for Your Gender?

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Date Issued:
2019
Abstract/Description:
This thesis identifies the price inconstancies between male and female consumer personal care products, such as razors and deodorants. Economic research suggests consumers purchase products based on their willingness to pay, which depends upon satisfaction granted from the product. If this is true, the question must be asked: what grants these consumers high satisfaction from product purchasing? To answer this question, this thesis investigates the rhetorical effect that stems from product design. Using a rhetorical criticism technique, I analyze how product design allows consumers to project their gender identity. I assert that consumers are interpellated to choose products based on their gender. Once this interpellation takes place, a constitutive rhetoric formed by the product’s design already assumes the consumer’s wants by embedding masculine or feminine ideologies. The analysis shows product design perpetuates clear gender dichotomy and fortifies the belief of gender binaries.
Title: The Gendered Rhetoric of Product Design: Why Are You Over Paying for Your Gender?.
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Name(s): McGinley, Shannon Rose, author
Mulvaney, Becky, Thesis advisor
Florida Atlantic University, Degree grantor
Dorothy F. Schmidt College of Arts and Letters
School of Communication and Multimedia Studies
Type of Resource: text
Genre: Electronic Thesis Or Dissertation
Date Created: 2019
Date Issued: 2019
Publisher: Florida Atlantic University
Place of Publication: Boca Raton, Fla.
Physical Form: application/pdf
Extent: 134 p.
Language(s): English
Abstract/Description: This thesis identifies the price inconstancies between male and female consumer personal care products, such as razors and deodorants. Economic research suggests consumers purchase products based on their willingness to pay, which depends upon satisfaction granted from the product. If this is true, the question must be asked: what grants these consumers high satisfaction from product purchasing? To answer this question, this thesis investigates the rhetorical effect that stems from product design. Using a rhetorical criticism technique, I analyze how product design allows consumers to project their gender identity. I assert that consumers are interpellated to choose products based on their gender. Once this interpellation takes place, a constitutive rhetoric formed by the product’s design already assumes the consumer’s wants by embedding masculine or feminine ideologies. The analysis shows product design perpetuates clear gender dichotomy and fortifies the belief of gender binaries.
Identifier: FA00013239 (IID)
Degree granted: Thesis (M.A.)--Florida Atlantic University, 2019.
Collection: FAU Electronic Theses and Dissertations Collection
Note(s): Includes bibliography.
Subject(s): Consumer goods--Prices
Product design
Gender identity
Held by: Florida Atlantic University Libraries
Sublocation: Digital Library
Persistent Link to This Record: http://purl.flvc.org/fau/fd/FA00013239
Use and Reproduction: Copyright © is held by the author with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder.
Use and Reproduction: http://rightsstatements.org/vocab/InC/1.0/
Host Institution: FAU
Is Part of Series: Florida Atlantic University Digital Library Collections.