Kissing to Be Clever: Gender Politics of Pop, the Russian Way


Two teenage girls kissing each other are Russia’s most successful and most controversial pop export ever. We position this pop phenomenon “Tatu” as center of a case study of the intersection of female sexuality and global consumer culture. We identify the issue of gendered authenticity as the basic subtext of Tatu’s public perception. In our main hypothesis, the actual use of gendered authenticity in relation to Tatu is criticized for misapprehending the feminized traditions of pop music. Furthermore, we criticize the ethnocentrism in the Tatu controversy with an analysis of their specific Russianness in the global cultural flow.


Matthias Bode and Natasha Tolstikova (2006) ,"Kissing to Be Clever: Gender Politics of Pop, the Russian Way", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 17.


Matthias Bode, Department of Marketing and Consumption, University of Hannover
Natasha Tolstikova, Department of Communication and Journalism, University of Maine


GCB - Gender and Consumer Behavior Volume 8 | 2006

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