Examining Discourses of Gender and Consumption in the Media

Linda Tuncay, Loyola University Chicago, USA
Katherine Sredl, University of Illinois at Urbana-Champaign, USA
Marie-Agnes Parmentier , York University, Canada
Catherine Coleman, University of Illinois at Urbana-Champaign, USA
Gender identity is a fluid concept that has changed considerably over time not only in its representation in media and its interpretation by consumers, but also in its conceptualization by researchers. Using hermeneutic analysis, this paper explores the gender and consumption discourses that are salient in popular media. Specifically, two popular television shows, Entourage and Sex and the City are examined. Despite popular acclaim of each show’s portrayal of pioneering representations of men and women, the characters of both shows struggled to balance more traditional gender roles with the assumption of new, postmodern roles.
[ to cite ]:
Linda Tuncay, Katherine Sredl, Marie-Agnes Parmentier , and Catherine Coleman (2009) ,"Examining Discourses of Gender and Consumption in the Media", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 797-798.