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


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.


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.


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


GCB - Gender and Consumer Behavior Volume 8 | 2006

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