The Facets of Women Commodification: Violence in the University Context in Administration

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.