Banca de DEFESA: Kelen Cristina Duarte

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : Kelen Cristina Duarte
DATE: 24/06/2021
TIME: 15:00
LOCAL: Online, por meio de videoconferência
TITLE:

Gender Dynamics in The Market and its Influence on Organizational Decision-Making Processes

KEY WORDS:

external environment; market dynamics; information; macro environmental window; liberation of the oppressed; feminist studies; oppression and domination in consumption and markets; decision-making process

PAGES: 58
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

This dissertation aims to offer a better understanding of how gender roles influence the organizational decision-making process as they interfere with consumption practices. It consists of two studies that, together, fulfill this objective. In the first article, I present the ways in which the oppressive system acts in consumption practices. It is a qualitative research in the context of online games that uses depth interview as instrument of data collection. Based on decolonial feminist studies, I identified that women are subordinated through consumption practices such as (1) devaluation of their skills, capabilities and relevance as consumers; and (2) consumer intimidation through embarrassment, humiliation and discrimination. Through these practices, women are oppressed and silenced. The second article sought to understand how women face the oppression of gender present in consumer practices and in the market. The data is based on a qualitative netnographic research conducted for 13 months. They were conducted 15 depth interviews with female consumers and female professionals working in the game industry. The findings reveal that the female audience suffers from male oppression, yet women are involved in liberation themselves through the praxis of liberating consumption. This praxis is materialized in the actions of Dialogue, Mobilization of the Oppressed and Market Occupation and intend to modify the reality of gender inequality that exists in this context. The consequences for decision-making processes arise in the face of a strong social demand for inclusiveness and diversity, so it is essential to companies in the game industry to examine these aspects so make decisions that lead to a better meeting of the consumers’ needs.

BANKING MEMBERS:
Externa à Instituição - LETÍCIA MOREIRA CASOTTI - UFRJ
Externo à Instituição - MARCUS WILCOX HEMAIS - PUC - RJ
Presidente - RONAN TORRES QUINTÃO - IFSP