The Facets of Women Commodification: Violence in the University Context in Administration
Main Article Content
Aline dos Santos Barbosa
Marcello Romani-Dias
Tânia Modesto Veludo-de-Oliveira
Abstract
Context: violence against women is present in the most diverse social groups, especially in Latin America, as it is one of the most violent regions against women, with high numbers of rapes, harassments, and murders because of gender. Objective: the objective of this study is to deepen the understanding of the way in which violent situations against women occurs in the Brazilian university context and its different facets of objectification and commodification. Methods: we undertook in-depth interviews with 15 female and 5 male university students from business courses. Results: our findings suggest the female ample objectification and commodification in the university context and their negative consequences, such as self-objectification in its personal and professional aspects demonstrated by reports of uncertainty regarding their bodies, in exercising the activities of leadership, and their choice of profession. There happens to be commodification of: (a) the women’s body; (b) their sexuality; (c) their morality; and finally (d) their feelings. Conclusion: we contribute theoretically to expand the knowledge about the relation between objectification and commodification. In empirical and managerial terms, we present insights for educational institutions to combat discrimination against women.
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Barbosa, A. dos S., Romani-Dias, M., & Veludo-de-Oliveira, T. M. (2020). The Facets of Women Commodification: Violence in the University Context in Administration. Journal of Contemporary Administration, 24(6), 582-599. https://doi.org/10.1590/1982-7849rac2020190378
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Haslanger, S. (2012). On being objective and being objectified (pp. 35-39). In Resisting reality: Social construction and social critique. Oxford University Press.
Heflick, N. A., & Goldenberg, J. L. (2009). Objectifying Sarah Palin: Evidence that objectification causes women to be perceived as less competent and less fully human. Journal of Experimental Social Psychology, 45(3), 598-601. https://doi.org/10.1016/j.jesp.2009.02.008
Heflick, N. A., & Goldenberg, J. L. (2014). Seeing eye to body: The literal objectification of women. Current Directions in Psychological Science, 23(3), 225-229. https://doi.org/10.1177/0963721414531599
Hegel, G. W. F. (1969) Science of Logic. (A. V. Miller, Trad.). London: Allen & Unwin. (Original work published in 1812-1816).
Henriot, C. (2012). Supplying female bodies: Labor migration, sex work, and the commoditization of women in colonial Indochina and contempory Vietnam. Journal of Vietnamese Studies, 7(1), 1-9. Http://doi.org/10.1525/vs.2012.7.1.1
Hill, M. S., & Fischer, A. R. (2008). Examining objectification theory: Lesbian and heterosexual women’s experiences with sexual- and self-objectification. The Counseling Psychologist, 36(5), 745-777. https://doi.org/10.1177/0011000007301669
Hirschman, E. C. (1991). Exploring the dark side of consumer behavior: Methaphor and ideology in prostitution and pornography. In J. A. Costa (Ed.), GCB - Gender and consumer behavior (vol. 1, pp. 303-314). Salt Lake, UT: Association for Consumer Research.
Hirschman, E. C., & Hill, R. P. (1999). On human commoditization: A model based upon African-American slavery. In Advances in Consumer Research (Vol. 26 pp. 394-398). Provo, UT: Association for Consumer Research.
Hirschman, E. C., & Hill, R. P. (2000). On human commoditization and resistance: A model based upon Buchenwald concentration camp. Psychology& Marketing, 17(6), 469-491. http://doi.org/10.1002/(SICI)1520-6793(200006)17:6%3C469::AID-MAR3%3E3.0.CO;2-3
Hirschman, E. C., & Stern, B. B. (1994). Women as commodities: prostitution as depicted in the blue angel, pretty baby, and pretty woman (Vol. 21, pp. 576-581). Lancaster: ACR North American Advances.
Holanda, S.B. (2015). RaÃzes do Brasil. São Paulo: Companhia das Letras.
Joy, A., Belk, R., & Bhardwaj, R. (2016). Judith Butler on performativity and precarity: Exploratory thoughts on gender and violence in India. Journal of Marketing Management, 31(15–16), 1739–1745. https://doi.org/10.1080/0267257X.2015.1076873
Kopytoff, I. (1986). The cultural biography of things: commoditization as process. In The social life of things: Commodities in cultural perspective, edit by Arjun Appadurai (pp. 64-92). Cambridge, UK: Cambridge University.
Leech, N. L., & Onwuegbuzie, A. J. (2007). An array of qualitative data analysis tools: A call for data analysis triangulation. School Psychology Quarterly, 22(4), 557-584. http://doi.org/10.1037/1045-3830.22.4.557
Lei n. 11.340, de 7 de Agosto, 2006. (2006). Cria mecanismos para coibir a violência doméstica e familiar contra a mulher, nos termos do § 8º do art. 226 da Constituição Federal, da Convenção sobre a Eliminação de Todas as Formas de Discriminação contra as Mulheres e da Convenção Interamericana para Prevenir, Punir e Erradicar a Violência contra a Mulher; dispõe sobre a criação dos Juizados de Violência Doméstica e Familiar contra a Mulher; altera o Código de Processo Penal, o Código Penal e a Lei de Execução Penal; e dá outras providências. Diário Oficial da União. BrasÃlia, DF.
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. Beverly Hills, CA: Sage.
Linhares, Y., & Laurenti, C. (2018). Uma análise de relatos verbais de alunas sobre situações de assédio sexual no contexto universitário. Perspectivas em Análise do Comportamento, 9(2), 234-247. https://doi.org/10.18761/PAC.2018.n2.08
Locke, K. (2001). Grounded theory in management research. Thousand Oaks: Sage.
Loughnan, S., Pina, A., Vasquez, E. A., & Puvia, E. (2013). Sexual objectification increases rape victim blame and decreases perceived suffering. Psychology of Women Quarterly, 37(4), 455-461. https://doi.org/10.1177/0361684313485718
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