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The gendered nature of ‘banal capitalism’: The construction of gender and employment in online environments

Crossland, Matthew (2018) The gendered nature of ‘banal capitalism’: The construction of gender and employment in online environments. Masters thesis, York St John University.

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In spite of advancements regarding gender equality within the past several decades, gender inequality within employment remains evident and persistent. As such, it is the topic of much discussion and debate. The present study focuses predominantly on the construction of women, or advice given to women, in relation to these three issues, with a dataset comprised of comments sourced from three online discussion threads. Analysis via discursive psychology ultimately resulted in the formation of eight interpretative repertoires, with each repertoire illustrating the notion of ‘banal capitalism’ in one or more ways. Banal capitalism itself stems from Billig’s (1995) concept of banal nationalism, and can be defined by the inability to conceive of an economic system other than one built upon capitalism. The capitalistic ‘every man for himself’ ethos commonly underpinned posters’ assertions, with women themselves ultimately being held responsible for their disadvantaged position due to their apparent non-business-like behaviour. Responsibility for overcoming gender inequality was thus placed with women themselves, leaving wider capitalistic business processes untouched.

Item Type: Thesis (Masters)
Status: Published
Subjects: B Philosophy. Psychology. Religion > BF Psychology
School/Department: School of Education, Language and Psychology
URI: https://ray.yorksj.ac.uk/id/eprint/3538

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