Advertising, Sex, and Post-Socialism - Women, Media, and Femininity in the Balkans (Hardcover, New)

This book explores the role of advertising and the consumption that it promotes in changing cultural perceptions of sex and femininity across the Balkan region. Ibroscheva theorizes how the marketing of gender identities that has taken place in the years of the post-socialist transition has fundamentally affected the social, economic, and political positioning of women. Advertising is one of the major factories of cultural signification, and as such serves as the most ubiquitous vessel of global norms of gendered selves. In addition, advertising serves as a literacy tool for learning the grammar of consumption, studying the ideologies of femininity and sex before and after the collapse of the socialist project, as well as the prevailing portrayals of femininity in advertising in present day Bulgaria. This study provides a revealing look at the mechanisms of how post-socialist norms of desired and accepted sexual behavior are being engendered, and specifically, what role do media play in this transformative process.