posted on 2015-08-11, 08:14authored byAi-Ling Lai, Matthew Higgins, Ming Lim
This paper explores the gendered experience of singleness in Britain through a theoretical and empirical understanding of the abject. Drawing on the writings of Judith Butler, we argue that singleness is culturally pathologised as an abject ‘other’, a liminal state which renders the legitimation of the single subject unintelligible. Through 14 active interviews with British singles, we demonstrate how our participants negotiate their marginal status vis-à-vis the marketplace and the broader society that continue to uphold heterosexual partnership as a normative form of intimacy. Our data uncovers persistent and powerful gender stereotypes of how singles ought to organise their lives and conform both to social, as well as market-driven pressures. We therefore highlight research gaps in the experience of singleness and critique the heteronormative framework that remains dominant, yet concealed, in gender research.
History
Citation
Journal of Marketing Management, 2015
Author affiliation
/Organisation/COLLEGE OF SOCIAL SCIENCE/School of Management
Version
AM (Accepted Manuscript)
Published in
Journal of Marketing Management
Publisher
Taylor & Francis (Routledge) for Academy of Marketing