‘Revolution is a woman’ - the feminisation of the Arab spring

ABSTRACT

Across the world there is an active, mass-based demand for an end to gendered injustice in all domains of our social, economic, political and cultural lives. Increasingly, scholars recognize the gendered nature of social movements and the impact of systemic inequalities of gender on the opportunities, impediments, and shapes/styles of social movements. In this commentary, we explore issues at the intersection of gender and marketing relevant to the revolutions happening across the Middle East and North Africa labelled as ‘Arab Spring’, where women have been at the forefront.

KEYWORDS:

• Arab Spring
• social movements
• postcolonial
• gender
• feminism

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Hounaida A. El Jurdi

Hounaida A. El Jurdi’s research interests are focused on consumer culture in non-western contexts, with a specific focus on consumer identity, the body and the politics of representation. Her research is interdisciplinary with a strong emphasis on transformative approaches focusing on ethical implications of marketplace practices and topics with social impact. Her work has appeared in Journal of Macromarketing, Journal of Consumer Marketing, Consumption, Markets and Culture and Journal of Marketing Management.

Nacima Ourahmoune

Nacima Ourahmoune is a professor of Marketing and Consumer Culture at Kedge BS, France. Her research tackles topics related body politics, sexuality, gender equality and intersecting identity markers in Western and Post-colonial contexts.  Her work appeared in Consumption, Markets & Culture, Journal of Business Research, Journal of Public Policy and Marketing, Marketing Theory, Journal of MacroMarketing, Journal of Consumer Behaviour.