Advertising, Sex, and Post-Socialism: Women, Media, and Femininity in the BalkansAdvertising, Sex, and Post-Socialism explores the role of advertising and the consumption it promotes in changing cultural perceptions of sex and femininity across the Balkan region. Elza Ibroscheva theorizes how the marketing of gender identities that has taken place in the years of post-socialist transition has fundamentally affected the social, economic, and political positioning of women. Advertising is one of the major “factories” of cultural signification, and as such, serves as the most ubiquitous vessel of global norms of gendered selves. In addition, advertising serves as a literacy tool for learning the grammar of consumption, studying the ideologies of femininity and sex before and after the collapse of the socialist project, as well as the prevailing portrayals of femininity in advertising in present day Bulgaria. This book provides a revealing look at the mechanisms of how post-socialist norms of sexual behavior are being engendered, and what role media play in this transformative process. |
Contents
1 | |
2 Advertising and the Socialist Economy | 47 |
3 Liberating Women | 75 |
4 Of Vodka Watermelons and Other Sexy Fruit | 113 |
5 Sex and Politics | 131 |
Conclusion | 151 |
161 | |
171 | |
About the Author | 175 |
Other editions - View all
Advertising, Sex, and Post-socialism: Women, Media, and Femininity in the ... Elza Ibroscheva No preview available - 2013 |
Advertising, Sex, and Post-Socialism: Women, Media, and Femininity in the ... Elza Ibroscheva No preview available - 2017 |
Common terms and phrases
aesthetic analysis argued Balkan beauty behavior Borenstein brand Bulgarian women campaign capitalist chalga commercial communism concept consumer consumerism consumption coverage Daskalova defined desire discussion domestic dress East Germany Eastern bloc Eastern Europe economic European example fact featured female body female politicians femininity feminist find first focused function Gail Kligman Ghodsee goal hypersexualized Ibid idea identity ideological images influence issue Kaneva Kristen Kristen Ghodsee Kultura London look male March 15 mother official one’s particularly patriarchal physical appearance pointed political Popular Culture pornography Post-Communism Post-Communist Post-Feminism post-socialist post-socialist transition promote propaganda Publics and Everyday Reflections Reproducing Gender responsibilities revolution role Romania Russian sexual Sexual Revolution social socialist advertising socialist fashion socialist woman society Soviet Union stereotypes Stitziel style Susan tion transformed trend turbo folk visual West Western advertising women politicians women’s bodies women’s magazines York young Yugoslavia Zhenata Dnes