Gender and Family Identification in Television Narratives: Homophilization and Appropriation

Hope Jensen Schau, University of Arizona, USA
Cristel Russell, American University, USA
David Crockett, University of South Carolina, USA
We address how consumers appropriate gender and family depictions within television narratives. Consumers actively identify with characters as members of their family of origins, rather than as romantic relationship partners or members of their family of procreation. Interestingly, consumers often identified with characters that do not share their gender position.
[ to cite ]:
Hope Jensen Schau, Cristel Russell, and David Crockett (2012) ,"Gender and Family Identification in Television Narratives: Homophilization and Appropriation", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 117-120.