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Books > Social sciences > Sociology, social studies > Gender studies > Women's studies
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Advertising, Sex, and Post-Socialism - Women, Media, and Femininity in the Balkans (Hardcover, New)
Loot Price: R2,179
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Advertising, Sex, and Post-Socialism - Women, Media, and Femininity in the Balkans (Hardcover, New)
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This book explores the role of advertising and the consumption that
it promotes in changing cultural perceptions of sex and femininity
across the Balkan region. Ibroscheva theorizes how the marketing of
gender identities that has taken place in the years of the
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 study provides a revealing look at the
mechanisms of how post-socialist norms of desired and accepted
sexual behavior are being engendered, and specifically, what role
do media play in this transformative process.
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