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• W2888430514 abstract "Following the perspective of gender as a socially constructed performance, consumer research has given light to how individuals take on, negotiate, and express a variety of gender roles. Yet the focus of research has remained on gender roles themselves, largely overlooking the underlying process of gender performativity and consumers’ engagement with it in the context of their everyday lives. Set within a performance methodology and the context of crossplay in live action role-playing games, this paper explores how individuals undo gender on a subjective level, thus becoming conscious and reflexive of gender performativity. The study suggests that individuals become active in undoing gender through engaging in direct, bodily performance of the gender other. Such performance does not challenge or ridicule norms, but pushes individuals to actively figure out for themselves how gender is performed. As a result, individuals become aware of gender performativity and become capable of actively recombining everyday performance." @default.
• W2888430514 created "2018-08-31" @default.
• W2888430514 creator A5072227650 @default.
• W2888430514 date "2018-08-20" @default.
• W2888430514 modified "2023-10-18" @default.
• W2888430514 title "Undoing gender through performing the other" @default.
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• W2888430514 doi "https://doi.org/10.1080/10253866.2018.1512254" @default.
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