M P Mcintyre
Biographic Data
| ID | 53740 |
|---|---|
| NAME | M P Mcintyre |
| GIVEN NAMES | M P |
| FAMILY NAME | Mcintyre |
| SIGNATURE | MCINTYRE M P |
| AFFILIATIONS | University of Gothenburg |
| ORCID | 0000-0003-4966-5313 |
| VERIFIED | Yes |
| TOTAL WORKS | 19 |
| TOTAL CITATIONS | 50 |
| AUTHOR COUNT | 18 |
| EDITOR COUNT | 1 |
| FIRST PUBLICATION YEAR | 2011 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 4 |
The myth of the muse: How AI fashion design platforms and prompting reshape creative agency
This article examines how generative artificial intelligence (AI) design platforms are reshaping fashion and textile design by mediating creative processes, reconfiguring design roles and influencing aesthetic outcomes. While these design practices have traditionally relied on embodied techniques such as sketching or draping, AI platforms shift the creative process towards prompt-writing, thus transforming the designer’s role into one of linguist…
Modebloggerskor: Feminitet och intimitet som företagande
Fashion bloggers In the mid 2000s, the fashion blogger appeared as a new media figure. The young women who wrote about fashion, shopping, and private lives aroused rapid criticism from the established media because of their huge impact. The emergence of fashion, beauty - and shopping blogging is a further development of a culturally defined combination between femininity and consumption that is both intensified and adapted to today's digital cult…
Konsumtionskultur och digitalisering
Fashionable detachments: Wardrobes, bodies and the desire to let go
Consumers are increasingly asked to “empty out their closets,” to “de-clutter” or in other ways detach themselves from the textile surplus of their wardrobes. In this article, fashion is examined as a process of detachment. Building on ethnographic wardrobe interviews, wardrobe clearances and group discussions with consumers, detachment is viewed as a fundamental, yet underexamined, process of fashion practices. Drawing on the queer phenomenology…
Back on the Barricades: New Feminisms and Market Innovation in the Consultancy Field
The enhanced role given to innovation in capitalist societies has resulted in a development where even matters such as gender equality are assessed and rewarded based on their innovation potential. Markets, innovations and companies are believed to possess and offer solutions to gender inequalities, a development that relies on the commodification of gender equality. This paper is based on an ethnographic study of the field of gender equality con…
Commodifying feminism: Economic choice and agency in the context of lifestyle influencers and gender consultants
Feminism has become a recurrent ingredient in many women's narratives of their selves and is regularly appearing as an important aspect of women's success, happiness and self‐realization. The development has been criticized for upholding a view in which structural inequalities are explained in terms of individual choices; choice feminism. This article examines two professional groups, lifestyle influencers and gender equality consultants. The pur…
It’s Not All ‘Bout the Money: (Un)doing the Gendered Economy
During the past decade, gender equality has increasingly been motivated by economic gain, and has been described as a key to economic growth and “good for business”. This article draws on an ethnographic study of professional gender equality consultants in order to explore the effects of market feminism. The participants use entrepreneurship as a form of activism and try to make a difference regarding issues of gender by selling equality as a com…
Digitalizing consumer society: Equipment and Devices of Digital Consumption
This special issue of the Journal of Cultural Economy focuses on the digitalization of consumption and its social, cultural, ethical, political, and gendered implications. It thus answers the call for more research on how digital devices spread from the purely personal domain to multiple sociocultural domains. Through their use, new cultural practices have emerged between consumers and these devices, and devices and markets, that lead to change, …
Agencing femininity: Digital Mrs. Consumer in intra-action
Social media is abound with women writing about consumption goods and practices associated with femininity and heterosexual nuclear family life, such as being married, dressing, cooking and home decoration. This article examines how the housewife ideal can be an attractive identity in the 2010s and, drawing on the post-humanist performativity by Karen Barad (2007), it maps the material-discursive agencies that enable the re-emergence of this figu…
Gender fluidity as luxury in perfume packaging
As the world changes, so do perceptions of luxury. Consequently, the luxury industry’s efforts to capture the consumer’s imagination also change. Traditionally, the visual language that is used to market perfumes builds on a heterosexual logic; by objectifying and subordinating the feminine subject and portraying ‘her’ as desirable to an internalized male gaze. However, if you want the best money can buy, why would you subject yourself to such su…
Shame, Blame, and Passion: Affects of (Un)sustainable Wardrobes
In order to change consumption patterns into something that is more sustainable, it is essential that we consider the various and conflicting meanings clothes have in people’s lives. This article presents an analysis of diaries written by consumers of different ages and occupations over a period of three months in 2015. These consumers documented their clothing and shoe purchases, took inventory of the contents of their wardrobes, and reflected u…
Gender by Design: Performativity and Consumer Packaging
Mass-produced consumer packages are everyday objects that almost go unnoticed. However, by claiming things such as the essence of femininity or masculinity, they affect us and are co-creators of our reality. Based on visual ethnography, this article traces the representation of gender on mass-produced packaging during a time when male privilege is being challenged and female visual objectification is being questioned. The chosen products all have…
Digitalizing Consumption: How Devices Shape Consumer Culture
International audience
Looking the Part: Negotiating Work Clothes, Gender and Expertise in Retail
This article explores work clothes as a site for negotiations of gender in relation to expertise in retail. Pointing to the importance of studying dress for the understanding of contemporary labor processes, the purpose of the article is to understand cultural and gendered meanings of work clothes by analyzing how workers handle expectations of their appearances. Based on qualitative methods and interviews with workers in fashion stores, beauty s…
Big data, konsumenten och vad som hände med ”bara titta”
This article examines the digitization of consumption from a field work at fairs for e-commerce. It aims to investigate the cultural understandings of consumption and consumers that circulate at these events. Trade fairs stage the future and configure markets, technology and consumers. As a topic of research, trade fairs are interesting because they summarize what markets actors in a particular field find fascinating or troubling at a given momen…
Att älska sitt jobb: Om passion, entusiasm och brist på företagsanda
This article focuses on labour processes among workers in retail in Sweden. It is a study of the commodification of body and affect in a field organized around commercial exchange and builds on participant observations in stores and thirty interviews with workers in different fields of retail (fashion, perfume, home electronic and diy-stores). Retailing is a part of the service economy that is signified by short-term employments and precarity on …
Commodifying Passion: The Fashion of Aesthetic Labour
What does it mean to love one's job? This article argues that for an understanding of power and agency in the labour market, particularly in the service and retail industry, passion needs to be given more consideration. Building on ethnographic observations and interviews with sales assistants and store managers within fashion retailing, the reasons for employees to perform 'aesthetic labour' are examined. Aesthetic labour generally refers to wor…
Perfume Packaging, Seduction and Gender
This article examines gender and cultural sense-making in relation to perfumes and their packaging. Gendered meanings of seduction, choice, consumption and taste are brought to the fore with the use of go-along interviews with consumers in perfume stores. Meeting luxury packages in this feminized environment made the interviewed women speak of bottles as objects to fall in love with and they de-scribed packages as the active part in an act of sed…
Doften av genus - Förhandlingar kring kvinnligt, manligt och parfymer
The article discusses perfume and perfume packaging from the perspective that the material world both reflects and creates gender ideology. It builds on an ethnographic study where qualitative interviews have been conducted with women who work as sales assistants in perfume shops. The aim is to study the interface of packages, scents and shop staff for the meaning-making of gender. How do the interviewees relate to scents and their packages and h…
Digitalizing consumer society: Equipment and Devices of Digital Consumption
This special issue of the Journal of Cultural Economy focuses on the digitalization of consumption and its social, cultural, ethical, political, and gendered implications. It thus answers the call for more research on how digital devices spread from the purely personal domain to multiple sociocultural domains. Through their use, new cultural practices have emerged between consumers and these devices, and devices and markets, that lead to change, …
Agencing femininity: Digital Mrs. Consumer in intra-action
Social media is abound with women writing about consumption goods and practices associated with femininity and heterosexual nuclear family life, such as being married, dressing, cooking and home decoration. This article examines how the housewife ideal can be an attractive identity in the 2010s and, drawing on the post-humanist performativity by Karen Barad (2007), it maps the material-discursive agencies that enable the re-emergence of this figu…
Shame, Blame, and Passion: Affects of (Un)sustainable Wardrobes
In order to change consumption patterns into something that is more sustainable, it is essential that we consider the various and conflicting meanings clothes have in people’s lives. This article presents an analysis of diaries written by consumers of different ages and occupations over a period of three months in 2015. These consumers documented their clothing and shoe purchases, took inventory of the contents of their wardrobes, and reflected u…
Commodifying feminism: Economic choice and agency in the context of lifestyle influencers and gender consultants
Feminism has become a recurrent ingredient in many women's narratives of their selves and is regularly appearing as an important aspect of women's success, happiness and self‐realization. The development has been criticized for upholding a view in which structural inequalities are explained in terms of individual choices; choice feminism. This article examines two professional groups, lifestyle influencers and gender equality consultants. The pur…
Gender by Design: Performativity and Consumer Packaging
Mass-produced consumer packages are everyday objects that almost go unnoticed. However, by claiming things such as the essence of femininity or masculinity, they affect us and are co-creators of our reality. Based on visual ethnography, this article traces the representation of gender on mass-produced packaging during a time when male privilege is being challenged and female visual objectification is being questioned. The chosen products all have…
Commodifying Passion: The Fashion of Aesthetic Labour
What does it mean to love one's job? This article argues that for an understanding of power and agency in the labour market, particularly in the service and retail industry, passion needs to be given more consideration. Building on ethnographic observations and interviews with sales assistants and store managers within fashion retailing, the reasons for employees to perform 'aesthetic labour' are examined. Aesthetic labour generally refers to wor…
It’s Not All ‘Bout the Money: (Un)doing the Gendered Economy
During the past decade, gender equality has increasingly been motivated by economic gain, and has been described as a key to economic growth and “good for business”. This article draws on an ethnographic study of professional gender equality consultants in order to explore the effects of market feminism. The participants use entrepreneurship as a form of activism and try to make a difference regarding issues of gender by selling equality as a com…
Doften av genus - Förhandlingar kring kvinnligt, manligt och parfymer
The article discusses perfume and perfume packaging from the perspective that the material world both reflects and creates gender ideology. It builds on an ethnographic study where qualitative interviews have been conducted with women who work as sales assistants in perfume shops. The aim is to study the interface of packages, scents and shop staff for the meaning-making of gender. How do the interviewees relate to scents and their packages and h…
Perfume Packaging, Seduction and Gender
This article examines gender and cultural sense-making in relation to perfumes and their packaging. Gendered meanings of seduction, choice, consumption and taste are brought to the fore with the use of go-along interviews with consumers in perfume stores. Meeting luxury packages in this feminized environment made the interviewed women speak of bottles as objects to fall in love with and they de-scribed packages as the active part in an act of sed…
Commodifying Passion: The Fashion of Aesthetic Labour
What does it mean to love one's job? This article argues that for an understanding of power and agency in the labour market, particularly in the service and retail industry, passion needs to be given more consideration. Building on ethnographic observations and interviews with sales assistants and store managers within fashion retailing, the reasons for employees to perform 'aesthetic labour' are examined. Aesthetic labour generally refers to wor…
Att älska sitt jobb: Om passion, entusiasm och brist på företagsanda
This article focuses on labour processes among workers in retail in Sweden. It is a study of the commodification of body and affect in a field organized around commercial exchange and builds on participant observations in stores and thirty interviews with workers in different fields of retail (fashion, perfume, home electronic and diy-stores). Retailing is a part of the service economy that is signified by short-term employments and precarity on …
Looking the Part: Negotiating Work Clothes, Gender and Expertise in Retail
This article explores work clothes as a site for negotiations of gender in relation to expertise in retail. Pointing to the importance of studying dress for the understanding of contemporary labor processes, the purpose of the article is to understand cultural and gendered meanings of work clothes by analyzing how workers handle expectations of their appearances. Based on qualitative methods and interviews with workers in fashion stores, beauty s…
Big data, konsumenten och vad som hände med ”bara titta”
This article examines the digitization of consumption from a field work at fairs for e-commerce. It aims to investigate the cultural understandings of consumption and consumers that circulate at these events. Trade fairs stage the future and configure markets, technology and consumers. As a topic of research, trade fairs are interesting because they summarize what markets actors in a particular field find fascinating or troubling at a given momen…
Digitalizing Consumption: How Devices Shape Consumer Culture
International audience
Gender by Design: Performativity and Consumer Packaging
Mass-produced consumer packages are everyday objects that almost go unnoticed. However, by claiming things such as the essence of femininity or masculinity, they affect us and are co-creators of our reality. Based on visual ethnography, this article traces the representation of gender on mass-produced packaging during a time when male privilege is being challenged and female visual objectification is being questioned. The chosen products all have…
Gender fluidity as luxury in perfume packaging
As the world changes, so do perceptions of luxury. Consequently, the luxury industry’s efforts to capture the consumer’s imagination also change. Traditionally, the visual language that is used to market perfumes builds on a heterosexual logic; by objectifying and subordinating the feminine subject and portraying ‘her’ as desirable to an internalized male gaze. However, if you want the best money can buy, why would you subject yourself to such su…
Shame, Blame, and Passion: Affects of (Un)sustainable Wardrobes
In order to change consumption patterns into something that is more sustainable, it is essential that we consider the various and conflicting meanings clothes have in people’s lives. This article presents an analysis of diaries written by consumers of different ages and occupations over a period of three months in 2015. These consumers documented their clothing and shoe purchases, took inventory of the contents of their wardrobes, and reflected u…
Digitalizing consumer society: Equipment and Devices of Digital Consumption
This special issue of the Journal of Cultural Economy focuses on the digitalization of consumption and its social, cultural, ethical, political, and gendered implications. It thus answers the call for more research on how digital devices spread from the purely personal domain to multiple sociocultural domains. Through their use, new cultural practices have emerged between consumers and these devices, and devices and markets, that lead to change, …
Agencing femininity: Digital Mrs. Consumer in intra-action
Social media is abound with women writing about consumption goods and practices associated with femininity and heterosexual nuclear family life, such as being married, dressing, cooking and home decoration. This article examines how the housewife ideal can be an attractive identity in the 2010s and, drawing on the post-humanist performativity by Karen Barad (2007), it maps the material-discursive agencies that enable the re-emergence of this figu…
Fashionable detachments: Wardrobes, bodies and the desire to let go
Consumers are increasingly asked to “empty out their closets,” to “de-clutter” or in other ways detach themselves from the textile surplus of their wardrobes. In this article, fashion is examined as a process of detachment. Building on ethnographic wardrobe interviews, wardrobe clearances and group discussions with consumers, detachment is viewed as a fundamental, yet underexamined, process of fashion practices. Drawing on the queer phenomenology…
Back on the Barricades: New Feminisms and Market Innovation in the Consultancy Field
The enhanced role given to innovation in capitalist societies has resulted in a development where even matters such as gender equality are assessed and rewarded based on their innovation potential. Markets, innovations and companies are believed to possess and offer solutions to gender inequalities, a development that relies on the commodification of gender equality. This paper is based on an ethnographic study of the field of gender equality con…
Commodifying feminism: Economic choice and agency in the context of lifestyle influencers and gender consultants
Feminism has become a recurrent ingredient in many women's narratives of their selves and is regularly appearing as an important aspect of women's success, happiness and self‐realization. The development has been criticized for upholding a view in which structural inequalities are explained in terms of individual choices; choice feminism. This article examines two professional groups, lifestyle influencers and gender equality consultants. The pur…
It’s Not All ‘Bout the Money: (Un)doing the Gendered Economy
During the past decade, gender equality has increasingly been motivated by economic gain, and has been described as a key to economic growth and “good for business”. This article draws on an ethnographic study of professional gender equality consultants in order to explore the effects of market feminism. The participants use entrepreneurship as a form of activism and try to make a difference regarding issues of gender by selling equality as a com…
Modebloggerskor: Feminitet och intimitet som företagande
Fashion bloggers In the mid 2000s, the fashion blogger appeared as a new media figure. The young women who wrote about fashion, shopping, and private lives aroused rapid criticism from the established media because of their huge impact. The emergence of fashion, beauty - and shopping blogging is a further development of a culturally defined combination between femininity and consumption that is both intensified and adapted to today's digital cult…
Konsumtionskultur och digitalisering
The myth of the muse: How AI fashion design platforms and prompting reshape creative agency
This article examines how generative artificial intelligence (AI) design platforms are reshaping fashion and textile design by mediating creative processes, reconfiguring design roles and influencing aesthetic outcomes. While these design practices have traditionally relied on embodied techniques such as sketching or draping, AI platforms shift the creative process towards prompt-writing, thus transforming the designer’s role into one of linguist…
Sociology (15 works) · Aesthetics (10 works) · Fashion and Cultural Textiles (10 works) · Political science (10 works) · Art (9 works) · Gender Studies (9 works) · Psychology (8 works) · Business (7 works) · Crafts, Textile, and Design (7 works) · Social science (7 works)