COVID-19 as a gender market issue: is it a call for action against vulnerability?

Detalhes bibliográficos
Autor(a) principal: Luna, Camilla Pinto
Data de Publicação: 2022
Outros Autores: Silva, Rosana Oliveira da, Barros, Denise Franca
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Cadernos EBAPE.BR
Texto Completo: https://periodicos.fgv.br/cadernosebape/article/view/85845
Resumo: Gender-based domestic violence has increased considerably in Brazil during the COVID-19 pandemic. This alarming situation has affected the market and has inspired individuals and organizations to create initiatives to tackle the issue. This article seeks to understand how the links between market practices prompt discussions on social issues such as women’s vulnerability in the face of domestic violence. The methodological path was built around an initiative by Magazine Luiza (a major Brazilian retailer): the panic button in the Magalu app. A corpus was formed, gathering news about the initiative and analyzed afterward. Although Magalu’s market practices can be seen as influential in the fight against gender violence, there is imminent danger of relegating the defense of women to the market sphere, whereas in contrast, the creation of resilience is, without a doubt, the result of joint action by society as a whole.
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spelling COVID-19 as a gender market issue: is it a call for action against vulnerability?COVID-19 como una cuestión de género en el mercado: ¿Un llamado a la acción contra la vulnerabilidad?COVID-19 como uma questão de gênero no mercado: uma chamada para ação contra a vulnerabilidade?COVID-19GenderMarketingVulnerabilityCOVID-19GéneroMarketingVulnerabilidadCOVID-19GêneroMarketingVulnerabilidadeGender-based domestic violence has increased considerably in Brazil during the COVID-19 pandemic. This alarming situation has affected the market and has inspired individuals and organizations to create initiatives to tackle the issue. This article seeks to understand how the links between market practices prompt discussions on social issues such as women’s vulnerability in the face of domestic violence. The methodological path was built around an initiative by Magazine Luiza (a major Brazilian retailer): the panic button in the Magalu app. A corpus was formed, gathering news about the initiative and analyzed afterward. Although Magalu’s market practices can be seen as influential in the fight against gender violence, there is imminent danger of relegating the defense of women to the market sphere, whereas in contrast, the creation of resilience is, without a doubt, the result of joint action by society as a whole.En plena situación de pandemia, además del aumento de casos de COVID-19, también hubo un aumento considerable de casos de violencia doméstica de género en Brasil. Observamos que esa situación tan alarmante ha inspirado a algunos individuos y organizaciones a crear iniciativas para enfrentar esta realidad que también ha afectado al mercado. Por lo tanto, este artículo busca comprender cómo las relaciones entre las prácticas del mercado pueden generar discusiones sobre cuestiones sociales como la vulnerabilidad de las mujeres a la violencia doméstica. Nuestro camino metodológico comienza con la iniciativa de Magazine Luiza (que es uno de los mayores minoristas brasileños): el botón de pánico en la aplicación de Magalu. Construimos un corpus basado en noticias que dieron visibilidad a esta práctica de mercado. Si bien las prácticas de mercado de Magalu pueden verse como influyentes en la lucha contra la violencia de género, existe el peligro inminente de relegar la defensa de las mujeres solo al ámbito del mercado, cuando la creación de resiliencia es, sin duda, el resultado de la acción conjunta de la sociedad en su conjunto.Em plena situação de pandemia, além do aumento de casos da COVID-19, também houve um crescimento considerável de ocorrências de violência doméstica baseada em gênero no Brasil. Observamos que tal situação alarmante inspirou alguns indivíduos e organizações a criarem iniciativas para lidar com esta realidade, que também afetou o mercado. Assim, o presente artigo busca compreender como as relações entre as práticas de mercado podem gerar discussões sobre questões sociais, tais como, a vulnerabilidade de mulheres frente à violência doméstica. Nosso caminho metodológico começa a partir da iniciativa da Magazine Luiza (que é uma das maiores varejistas brasileiras): o botão de pânico no aplicativo da Magalu. Construímos um corpus a partir de uma notícia que deu visibilidade a essa prática de mercado. Embora as práticas de mercado do Magalu possam ser vistas como influentes na luta contra a violência de gênero, existe um iminente perigo de relegar somente à esfera do mercado a defesa das mulheres, quando a criação da resiliência é, sem sombra de dúvida, resultado da ação conjunta da sociedade como um todo.Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas2022-06-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://periodicos.fgv.br/cadernosebape/article/view/8584510.1590/1679-395120210051Cadernos EBAPE.BR; Vol. 20 No. 3 (2022) - Uncertain consumption practices in an uncertain future; 369-386Cadernos EBAPE.BR; Vol. 20 Núm. 3 (2022) - Prácticas de consumo inciertas en un futuro incierto; 369-386Cadernos EBAPE.BR; v. 20 n. 3 (2022) - Práticas de consumo incertas em um futuro incerto; 369-3861679-3951reponame:Cadernos EBAPE.BRinstname:Fundação Getulio Vargas (FGV)instacron:FGVporenghttps://periodicos.fgv.br/cadernosebape/article/view/85845/80943https://periodicos.fgv.br/cadernosebape/article/view/85845/80944Luna, Camilla PintoSilva, Rosana Oliveira daBarros, Denise Francainfo:eu-repo/semantics/openAccess2023-02-23T19:15:44Zoai:ojs.periodicos.fgv.br:article/85845Revistahttps://periodicos.fgv.br/cadernosebapehttps://periodicos.fgv.br/cadernosebape/oaicadernosebape@fgv.br||cadernosebape@fgv.br1679-39511679-3951opendoar:2024-05-13T10:00:27.542206Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)true
dc.title.none.fl_str_mv COVID-19 as a gender market issue: is it a call for action against vulnerability?
COVID-19 como una cuestión de género en el mercado: ¿Un llamado a la acción contra la vulnerabilidad?
COVID-19 como uma questão de gênero no mercado: uma chamada para ação contra a vulnerabilidade?
title COVID-19 as a gender market issue: is it a call for action against vulnerability?
spellingShingle COVID-19 as a gender market issue: is it a call for action against vulnerability?
Luna, Camilla Pinto
COVID-19
Gender
Marketing
Vulnerability
COVID-19
Género
Marketing
Vulnerabilidad
COVID-19
Gênero
Marketing
Vulnerabilidade
title_short COVID-19 as a gender market issue: is it a call for action against vulnerability?
title_full COVID-19 as a gender market issue: is it a call for action against vulnerability?
title_fullStr COVID-19 as a gender market issue: is it a call for action against vulnerability?
title_full_unstemmed COVID-19 as a gender market issue: is it a call for action against vulnerability?
title_sort COVID-19 as a gender market issue: is it a call for action against vulnerability?
author Luna, Camilla Pinto
author_facet Luna, Camilla Pinto
Silva, Rosana Oliveira da
Barros, Denise Franca
author_role author
author2 Silva, Rosana Oliveira da
Barros, Denise Franca
author2_role author
author
dc.contributor.author.fl_str_mv Luna, Camilla Pinto
Silva, Rosana Oliveira da
Barros, Denise Franca
dc.subject.por.fl_str_mv COVID-19
Gender
Marketing
Vulnerability
COVID-19
Género
Marketing
Vulnerabilidad
COVID-19
Gênero
Marketing
Vulnerabilidade
topic COVID-19
Gender
Marketing
Vulnerability
COVID-19
Género
Marketing
Vulnerabilidad
COVID-19
Gênero
Marketing
Vulnerabilidade
description Gender-based domestic violence has increased considerably in Brazil during the COVID-19 pandemic. This alarming situation has affected the market and has inspired individuals and organizations to create initiatives to tackle the issue. This article seeks to understand how the links between market practices prompt discussions on social issues such as women’s vulnerability in the face of domestic violence. The methodological path was built around an initiative by Magazine Luiza (a major Brazilian retailer): the panic button in the Magalu app. A corpus was formed, gathering news about the initiative and analyzed afterward. Although Magalu’s market practices can be seen as influential in the fight against gender violence, there is imminent danger of relegating the defense of women to the market sphere, whereas in contrast, the creation of resilience is, without a doubt, the result of joint action by society as a whole.
publishDate 2022
dc.date.none.fl_str_mv 2022-06-27
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/85845
10.1590/1679-395120210051
url https://periodicos.fgv.br/cadernosebape/article/view/85845
identifier_str_mv 10.1590/1679-395120210051
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/85845/80943
https://periodicos.fgv.br/cadernosebape/article/view/85845/80944
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
dc.source.none.fl_str_mv Cadernos EBAPE.BR; Vol. 20 No. 3 (2022) - Uncertain consumption practices in an uncertain future; 369-386
Cadernos EBAPE.BR; Vol. 20 Núm. 3 (2022) - Prácticas de consumo inciertas en un futuro incierto; 369-386
Cadernos EBAPE.BR; v. 20 n. 3 (2022) - Práticas de consumo incertas em um futuro incerto; 369-386
1679-3951
reponame:Cadernos EBAPE.BR
instname:Fundação Getulio Vargas (FGV)
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instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Cadernos EBAPE.BR
collection Cadernos EBAPE.BR
repository.name.fl_str_mv Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv cadernosebape@fgv.br||cadernosebape@fgv.br
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