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This thesis explores the foundation and operation of the first hospital to be established and run by women doctors in Scotland, the Edinburgh Hospital for Women and Children (1885), and its sister Hospital, the Hospice (1899) (the Elsie Inglis Memorial Maternity Hospital). Its main concern is to consider the social and cultural factors which shaped women doctors' professional interests at these institutions. Chapter 1 outlines notions of feminine propriety which prevailed in the Victorian penod, and considers how middle-class women sought to subvert these restrictions and gain for themselves some sort of active role in public life. The foundation of the Edinburgh Hospital, and the Hospice, is considered within this context. The women who made up the Executive Committee of the Hospital are shown to have been part of a wider local and national feminist network, and this support undoubtedly contributed to the Hospitals' success. Chapter 2 looks at the significance for the medical women of the changing nature of medical knowledge in the late nineteenth century. In this period the discipline of physiology gradually shifted from a holistic conception of the body to a more organ centred, reductionist model. Women doctors argued that the older conception of physiology, which could also be understood as hygiene, was of great interest to female practitioners. Women doctors, they suggested, would be the most suitable ambassadors for the dissemination of knowledge of personal and domestic hygiene to women at large. As the dispensers of such knowledge, it was also suggested that women doctors would act as agents of morality with regard to health, cleanliness and moderation amongst this important constituency. Chapter 3 suggests that the actual practice of medicine at the Edinburgh Hospital for Women and Children reflected the same preoccupation with hygiene and the holistic conception of physiology that had been used in women's arguments to enter the medical profession in the 1870s. The theme of morality, specifically the morality implicit in the practice of medicine at the Edinburgh Hospital continues to be explored. Chapter 4 shifts the focus of attention to the recipients, rather than the providers, of medical care at the Edinburgh Hospital by considering the lower middle and working-class women who received medical treatment there. It explores the illnesses (and their causes) which these patients complained of, and explores the social role which the Hospital served in the community, from its foundation in 1885 to the end of the century. Chapter 5 is concerned with the medical women's work at the Hospice. It discusses the emergence of a distinct specialism, infant and maternal welfare, which occurred at this institution from 1905. The development of this specialism is linked to the limited opportunities which existed for medical women in the city, as well as to the moral role in medical practice which they had outlined for themselves in the previous century. Chapter 6 continues to explore these themes in relation to the development of the Edinburgh Hospital as a centre for the treatment of VD in the inter-war period. A growing pragmatism amongst the medical women is observed, and a shift in the moral tone of their work is pinpointed as they become increasingly bound up with the propaganda campaigns of the NCCVD and the Public Health Department of Edinburgh Town Council.

This study uses 'hospitality' in a sociological way, to examine the creation of Edinburgh's 'welcome tourist destination'. In viewing Edinburgh as a 'host', trying to attract 'guests', I consider the conflicting civic and commercial issues which emerged when trying to renovate the urban home. Edinburgh had 'ideal guests' in mind, which had an influence on the type of maintenance that was approved, what was denied and what was emphasised as important. I discuss Edinburgh's anxiety of official representation by evoking the metaphor of the tyrannical host, which eventually gives way to a co-constructed tourist gaze. I use archival sources, stream of consciousness observations, autoethnography and photographs, to establish an exploratory concept, "the civic commercial home", which allowed me to explore these tensions in depth from a historical perspective and from an evocative perspective.

This PhD explores the relationship between Instagram branded content and millennial women's self-image. Since Facebook bought Instagram in 2012, an abundance of branded content has appeared on consumers' personal Instagram feeds. The most prominent Instagram users are females, aged 18-24 who engage with Instagram on a daily, or even hourly basis, following peers, influencers, and brands for style inspiration. Our understanding in how such branded content influences millennial women's self-image is yet to be explored. The literature review focuses on postmodern consumer culture theory, and the significance of identity creations through consumption. Feminist theories, from second-wave to Postfeminism and fourth-wave, are also discussed in order to understand the uneasy relationship between marketing and women's self-image. Millennials and social media marketing techniques are also addressed. The research methods comprises two data collection tools, 1) ‘Insta-chats': a digital ethnographic photo-elicitation tool where participants sent screenshots of branded content and gave opinions via Instagram messenger; and 2) semi-structured face-to-face interviews, which allowed further insight into the relationship between participants' self-image and Instagram branded content. Key findings highlight the significance of Instagram as an influence on participants' understandings and constructions of self-image. At the same time, there is a clear lack of consciousness amongst participants with regard to how Instagram branded content influences that self-image. In addition, participants expressed concerns towards the ways in which female models' bodies are portrayed on Instagram branded content. These concerns principally relate to sexualisation and ‘skinny' body image portrayals. The conclusions of this study contribute towards the field of marketing and consumer research, with particular relevance for our understanding of the construction of digital consumer identity projects. It also provides useful insight into the female millennial consumers' perceptions of stereotypical gendered portrayals on Instagram branded content.

Recently, social marketers have adopted the use of 'nudging' as a technique to influence behaviour through subtle tweaks to the environment (Thaler & Sunstein, 2008). Front of Pack (FoP) nutrition labels are an example of a nudge in practice, designed to steer consumers towards healthier food choices. Yet the use of nudging is somewhat controversial, and calls have been made for its practice to be critiqued (Chriss, 2015, 2016; Gigerenzer, 2015; Hastings & Domegan, 2017; Mullane & Sheffrin, 2012; Roberto & Kawachi, 2014). This thesis analyses nudging as a social marketing technique by investigating the perceptions of Scottish female consumers, in terms of how they regard, understand and interpret FoP food labels in real-world contexts. Prior research generally examines perceptions of FoP labels in labs and out of context (Becker et al., 2016; Cecchini & Warin, 2016; Grunert, 2016; Hieke & Harris, 2016). Therefore, this study applied an ethnographic methodology, specifically, observations, 'think-aloud' techniques, and semi-structured interviews. Observations were primarily used to assess what role the context plays in perceptions of FoP labels. Think aloud techniques provided rich insight into the lived experiences of consumers, including what sorts of information was of value to them and what was of less importance. And semi-structured interviews enabled consumers to talk freely about their subjective interpretations and general feelings towards FoP labels. Thematic analysis was then used to code and analyse all three data sets. In building a picture of how this nudge is perceived, the author was then able to assess if it operates effectively and draw insight for social marketers. Significant contributions to knowledge are presented as it was identified that consumers find these labels impractical and irrelevant, and there is widespread confusion as to their intended meaning. Unlike previous literature, this thesis considered the context and its role in shaping these perceptions. The implications of these findings were then applied to the field of social marketing and nudging. As a nudge, these labels have limited impact within the obesogenic environment in which they sit. More importantly, this thesis identifies several concerns involved with the use of nudging as a behaviour change technique. It highlights the contradictions between the goals of social marketers and the implications of nudging. As a result, this thesis contributes both practically and theoretically to the field of nutrition labelling, and to the discipline of social marketing.

This thesis adopts critical feminist theory, which is a combination of both critical theory and feminist theory, to explore the nature and experiences of Omani women involved in tourism entrepreneurship with particular regard to empowerment. Several studies have identified the potential role of tourism entrepreneurship to empower women due to the many benefits that it provides. However, this potential, and the extent that it empowers women, has been questioned. A review of the literature on women in tourism entrepreneurship reveals that there are several issues that have theoretical and practical implications for women's empowerment through this activity. Furthermore, a review of the development studies literature indicates that there are many prevailing issues and debates surrounding the concept of women's empowerment thatmerit further investigation. The fieldwork for this research took place in Oman during 2013-­‐2014 and included an examination of a hosting group, sewing group and a number of women tourism entrepreneurs. Participant observations and semi-structured/unstructured interviews were conducted to collect information about these women. Thematic analysis was used to analyse the collected information and to develop three ethnographic case studies. The findings of this research reveal that tourism entrepreneurship does not inevitably bring about empowerment for Omani women. It is far from being an activity for women's individual and collective empowerment, given that the scope for such remains dependent on the embedded environment and is influenced by the nature of tourism enterprise work. An empirically informed conceptual framework was developed from the data to present this phenomenon. A grounded conceptualization was also developed from the data to conceptualize the process of women's empowerment for Omani women in tourism entrepreneurship. Theoretical implications of the findings areidentified in relation to the appropriate use of the concept of women's empowerment in tourism research. Practical implications of the findings are also identified in relation to local and international tourism organisations that utilises tourism entrepreneurship opportunities for women's empowerment purposes.