‘Performing’ Gender: Multiple Gender Identities Within the Gothic Subculture

ABSTRACT

We draw on a longitudinal study of the Gothic subculture to analyze how particular acts of consumption support the ‘performance’ of gender identities within a festival site. We identify a number of gender performances based around the themes of; ‘putting the curves back in the feminine’, ‘gender as fantasy’, ‘gender ideal as a holy grail’, ‘blurring the boundaries’ and ‘gender as fetishism’. We conclude by discussing how these gendered acts of consumption serve to challenge orthodox conventions of aesthetics.



Citation:

Christina Goulding and Michael Saren (2006) ,"‘Performing’ Gender: Multiple Gender Identities Within the Gothic Subculture", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 15.

Authors

Christina Goulding, Wolverhampton Business School, Wolverhampton University
Michael Saren, Department of Management, University of Leicester



Volume

GCB - Gender and Consumer Behavior Volume 8 | 2006



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