PhD graduate Sadaf Sagheer: Challenging gendered norms within marketing

As she prepares to graduate this May, Sadaf reflects on her experiences and shares insights for prospective HDR candidates.

“Ever since I lodged my final thesis, I have been looking forward to don the gown and bonnet and celebrate with everyone who has been a part of this journey,” Sadaf said.

Throughout her PhD journey, Sadaf navigated the challenges of the pandemic and lockdowns while maintaining a commitment to her studies and personal growth.

"My journey at RMIT has been an enriching experience. From the supportive network of friends to the guidance of my supervisors, each encounter has contributed to my growth.”

Sadaf’s research focused on gendered marketing and the broader societal implications within the field.

“I always had a very idealised view of marketing. It wasn’t until I started working in the industry that my ideas around the broader harms and inequalities materialised, especially around the dichotomy of gender that is deeply entrenched in both marketing design and communication.”

Inspired by gender and feminist scholars, Sadaf embarked on a journey to critically analyse and challenge existing norms within the discipline.

While she encountered difficulties throughout her journey, such as the move to online learning during the pandemic, she also found unexpected opportunities to expand her research.

“Adapting my research methods to the online landscape allowed me to expand the scope of my study from an Australian context to global, including perspectives from different parts of the world.”

Sadaf said she believes the crucial elements of a successful HDR journey are to build a strong support system.

“My supervisors have been invaluable mentors throughout my research journey. Their guidance and feedback have been instrumental in shaping the trajectory of my project and overcoming challenges along the way.”

Sadaf also said that maintaining a balance between research and life commitments was essential for her wellbeing.

Incorporating small rewards for accomplishing tasks helped her stay motivated, and stepping away from the computer, she said, is sometimes the best thing you can do!

Also key to her success was finding inspiration from everyday sources.

“It could be any paper or article that serves as inspiration. For me, it was a New Yorker piece which reminded me of why I wanted to pursue research.”

Watch the graduation live stream here

07 May 2024

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Acknowledgement of Country

RMIT University acknowledges the people of the Woi wurrung and Boon wurrung language groups of the eastern Kulin Nation on whose unceded lands we conduct the business of the University. RMIT University respectfully acknowledges their Ancestors and Elders, past and present. RMIT also acknowledges the Traditional Custodians and their Ancestors of the lands and waters across Australia where we conduct our business - Artwork 'Luwaytini' by Mark Cleaver, Palawa.

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PhD graduate Sadaf Sagheer: Challenging gendered norms within marketing