Undoing gender through performing the other

Seregina, Anastasia. 2019. Undoing gender through performing the other. Consumption Markets & Culture, 22(4), pp. 454-473. ISSN 1025-3866 [Article]

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Abstract or Description

Following the perspective of gender as a socially constructed performance, consumer research has given light to how individuals take on, negotiate, and express a variety of gender roles. Yet the focus of research has remained on gender roles themselves, largely overlooking the underlying process of gender performativity and consumers’ engagement with it in the context of their everyday lives. Set within a performance methodology and the context of crossplay in live action role-playing games, this paper explores how individuals undo gender on a subjective level, thus becoming conscious and reflexive of gender performativity. The study suggests that individuals become active in undoing gender through engaging in direct, bodily performance of the gender other. Such performance does not challenge or ridicule norms, but pushes individuals to actively figure out for themselves how gender is performed. As a result, individuals become aware of gender performativity and become capable of actively recombining everyday performance.

Item Type:


Identification Number (DOI):



Gender performativity, gender norms, performance, agency, crossplay, live action role-playing, LARP

Departments, Centres and Research Units:

Institute of Management Studies


20 August 2018Published Online
30 November 2017Accepted

Item ID:


Date Deposited:

20 Nov 2018 16:16

Last Modified:

20 Feb 2020 02:26

Peer Reviewed:

Yes, this version has been peer-reviewed.



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