Dr Christiana Tsaousi

Lecturer in Marketing and ConsumptionChristiana Tsaousi

Contact details

  • Tel: +44 (0) 116 294 4690
  • Email: ct195@le.ac.uk
  • Office: Room 405B, Level 4, Ken Edwards Building
  • Office Hours: By email


Christiana has a BSc in Economics from the University of Cyprus and an MSc in Management from the University of Leicester. In 2004 she worked as a Marketing Coordinator in the private sector in Cyprus. She returned to Leicester and the School of Management for her PhD in 2005. In 2010 she worked as Lecturer in Marketing at Bournemouth University but then joined the University of Leicester and the School of Management again in 2011 as a Lecturer in Marketing and Consumption.

Christiana worked as an Associate Tutor for the School of Management from 2005 until 2011 and taught seminars for the undergraduate and postgraduate programmes, as well as the MBA. Some of these modules included Global Marketing and Consumer Culture, Marketing Communications and Strategy, Business Information and Analysis (MBA). She also supervised MBA and MSc Management students.

Her academic interests find her interviewing women around the UK about their underwear consumption, a topic which raised particular awareness within internet blogs and other discussion forums in 2009 and 2010. Her thesis on women’s consumption of underwear sheds light to sensitive issues about women, their bodies and consumption and in particular how underwear consumption is linked to constructions of femininity, sexuality and the body, which has not yet been fully explored in academia.

Research Interests

Her research interests turn around the intersections between sexuality, the body and consumer culture, as well as the construction of identity and the body through media and consumption.

When not writing about underwear, Christiana writes about UK makeover reality shows and the impact of these shows to the participants’ identities. She is also interested in female faculty and their experience with dress and how it is mobilised to construct their professional identities. She is currently designing a research that will comprise multimodal methodologies in order to explore this phenomenon in a number of UK Universities.

PhD Supervision

Khulod Alqutub: “Weight management practices among Saudi women: techniques of the body, dieting and exercise”. (Full time)

Mak K. Y. Connie: “Exploring cultural capital for identity project in senior Asian executives.” (Distance Learning)

Christiana is interested in supervising dissertations on the areas of consumption and discursive constructions of femininity, sexuality and the body; consumer culture and mundane forms of consumption; identity, fashion and dress; construction of identity and body through media.


Dissertation / Research Methods (MSc Marketing)
Consumer Research (BA Management Studies)

Administrative Responsibilities

Personal Tutor for postgraduate students


Tsaousi, C. (Forthcoming) “How to organize your body 101: Postfeminism and the (re)construction of the female body through How To Look Good Naked”. Media, Culture and Society.

Tsaousi, C. (2014) “‘What underwear do I like?’ Taste and (embodied) cultural capital in the consumption of women’s underwear”. Journal of Consumer Culture.

Tsaousi, C. and Brewis, J. (2013) “Are you feeling special today? Underwear and the Fashioning of Female Identity”. Culture and Organization, vol. 19 (1) pp. 1-21.

Conferences and Poster presentations

“‘Managing’ the disabled body: Body image and disability in How to Look Good Naked” Paper presented at ‘Home’, 33rd Standing Conference on Organizational Symbolism (SCOS 2015). Nottingham Trent University, Nottingham , UK July 11-14

“That’s funny … you don’t look like a lecturer!” ‘Moving’ identities and professionalism of female faculty. Paper presented at Organizing Through Displacement, Travel and Movement: Transience, Transitions and Transformations 30th Standing Conference on Organizational Symbolism (SCOS 2012), EAE Business School, Barcelona, 11-14 July 2012.

“How to organise your body 101: Makeover shows and the (re)construction of the female body in postfeminist era”. Paper presented at The bridge: connection, separation, organization. Standing Conference of Organisational Symbolism (SCOS 2009), Copenhagen, Denmark, 8 - 11 July 2009.

“Are you feeling Special Today? Underwear Consumption and the Fashioning of Female Identity”. Paper presented at The City: Regenerating Management and Organisation?, Standing Conference of Organisational Symbolism (SCOS 2008), Manchester, England, 1-4 July 2008.

Ad hoc reviewer for: Culture and Organization; Gender, Work and Organization and Journal of Consumer Culture.


Share this page: