Call for Papers: Consuming Gender
This special issue of Assuming Gender – an online, peer-reviewed academic journal from Cardiff University – seeks to explore the way gender is both presented and consumed through popular media and advertising. As Ann Herrmann points out in the article ‘Shopping for Identities’, commodities ‘are characterised by their dual nature: material composition and symbolic meaning’ (Herrmann 2002: 539). Consumer culture plays a significant role in constructing valid (and normative) identity categories with which consumers are encouraged to identify.
Scholars as diverse as Americus Reed, Laura C. Nelson, and Henry Jenkins have theorised the ways in which identity and consumer culture are intertwined. Reed, for example, claims in ‘Activating the Self-Importance of Consumer Selves’ that ‘[s]ocial identities are mental representations that can become a basic part of how consumers view themselves’ (Reed 2004: 286). In a later article on ‘Identity-Based Consumer Behaviour’, Reed and others…
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