Open AccessThe Uniform Entrepreneur: Making Gender Visible in Social Enterprise
Author(s) -
Olga Kravets,
Chloe Preece,
Pauline Maclaran
Publication year - 2020
Publication title -
journal of macromarketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.845
H-Index - 55
eISSN - 1552-6534
pISSN - 0276-1467
DOI - 10.1177/0276146720930331
Subject(s) - macromarketing , ideology , sociology , entrepreneurship , public relations , social enterprise , constraint (computer aided design) , social entrepreneurship , marketing , political science , politics , business , law , mechanical engineering , engineering
This paper extends the macromarketing debates on gender by considering how gender ideology acts as a macro-level constraint to developing sustainable initiatives. While the macromarketing literature has long considered the significance of social enterprise and nonprofits, gender has not been theorized within these studies. In redressing this gap we examine the case of the Uniform Project, spearheaded by disaffected advertising executive and enthusiastic social entrepreneur, Sheena Matheiken. Our critical interrogation of the project shows that Matheiken’s path to becoming entrepreneurial “woman of the year” reinforces a gendered model of social entrepreneurship. We also expose the role of media and the forums designed to encourage social innovations in gendering, thus stifling, a social enterprise. We reaffirm the importance of theorizing gender ideology in macromarketing and submit that any such theorization must recognize and account for the ways that gender intersects with neoliberal ideology to permeate markets, marketing and social enterprise.