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Women’s changing responsibilities and pleasures as consumers: An analysis of Finnish, Italian and Swedish women’s magazine’s alcohol-related advertisements from the 1960s to the 2000s
Stockholm University, Faculty of Social Sciences, Centre for Social Research on Alcohol and Drugs (SoRAD).
2017 (English)In: Journal of Consumer Culture, ISSN 1469-5405, E-ISSN 1741-2900, Vol. 17, no 3, p. 794-822Article in journal (Refereed) Published
Abstract [en]

Since the 1960s, feminist movements have emphasized that men and women should beseen as equal in their roles as parents, breadwinners, and citizens. This conception is not confirmed by the images produced in advertising. This article presents an analysis ofalcohol-related advertisements published in Finnish, Italian, and Swedish women’smagazines from the 1960s to the 2000s. The advertisements are approached as performative texts in which gender is made visible ‘‘here and now’’ by placing women inparticular consumer positions relative to private or public spheres and by associating specific kinds of gender expectations and norms that reflect women’s shifting responsibilities and pleasures. The article asks what kind of drinking-related identities havebeen portrayed as desirable in women’s magazine advertisements over the past fewdecades and how they have changed as we move closer to the present day. The analysis reveals both continuity and variability in alcohol-related consumer identities in advertisements in Finnish, Italian, and Swedish women’s magazines. It shows that as Finland, Italy, and Sweden have developed from modern societies to late-modern societies, women’s responsibilities and pleasures have expanded from the traditional domain of the private sphere into multiple new areas. The expansion of women’s identities has occurred differently in each geographical area. This does not, however, mean that the traditional gender norms have disintegrated and been replaced by equal gender norms. Rather, it seems that traditional gender norms continue to be reproduced with varying nuances in alcohol-related advertising.

Place, publisher, year, edition, pages
2017. Vol. 17, no 3, p. 794-822
Keyword [en]
Advertising, gender, consumer identities, alcohol, comparative study, performative
National Category
Sociology (excluding Social Work, Social Psychology and Social Anthropology)
Research subject
Sociology
Identifiers
URN: urn:nbn:se:su:diva-141913DOI: 10.1177/1469540516631151ISI: 000413735800018OAI: oai:DiVA.org:su-141913DiVA: diva2:1089764
Projects
Drinking, Gender Differences and Social Change. The Gendered Dynamics of Swedish Drinking Situations from a Comparative Perspective (project no. 20140167, funded by FORTE, Sweden)
Funder
Forte, Swedish Research Council for Health, Working Life and Welfare, 2014-00167
Available from: 2017-04-20 Created: 2017-04-20 Last updated: 2017-11-13Bibliographically approved

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