The Media, Gender and Consumerism

General Information
Course name
Gender in the Media: The
Media, Gender and
Students will be provided with critical interdisciplinary approach to explore an
understanding of gender representations in consumerism. Analytical approach with
comparative cultural and gender analysis will provide students to explore the construction
of gender identities in media, focusing on advertising through variety of print and audiovisual texts. This course observes consumers as active creators of meaning in globalization
and glocalization through discourse analysis with past and contemporary references in
modernity and postmodernity.
The Consumer Society and Consumer Culture Theory
Semiotics, Myth, Gender and Consumer Culture
Analyzing Print Advertisements and Television Commercials
Gender Identities and Consumerism
Representations, Consumerism and Commodities
Body, Sexuality and Advertising
Gender, Consumerism and Happiness
Gender and Consumer Spaces
Mass Consumption, Gender, Identities and the American Dream
Attendance is compulsory.
Continuous assessment:
Active participation: Students should come to class prepared. Inclass participation and discussions are based on assigned readings and tasks.
Papers: 20%
Exam: 30%
Final Paper: 50%
Blanke, David. Sowing the American Dream. Ohio: Ohio University Press, 2000. page: 88
Butler, Judith. Gender Trouble. New York: Routledge, 2010. Print.
Carter, Cynthia and Linda Steiner eds. Critical Readings: Media and Gender. Berkshire: Open
University Press, 2004. Print.
Dittmar, Helga. Consumer Culture, Identity and Well-Being. The Search for the “Good Life”
and the “Body Perfect”. New York: Psychology Press- Taylor
and Francis Group, 2008.
Featherstone, Mike. Consumer Culture and Postmodernism. 2nd ed. London: Sage, 2007.
Fisk, John. Television Culture. 2nd ed. Oxon: Routledge, 2011.
Foucault, Michel. The Use of Pleasure: The History of Sexuality, Vol. II, translated by Robert
Hurley. New York: Pantheon,1985 [1984]. Print.
Foucault, Michel. The Care of the Self: The History of Sexuality, Vol. III, translated by Robert
Hurley.New York: Pantheon.1986 [1984]. Print.
Gill, Rosalind. Gender and the Media. Cambridge: Polity, 2008. Print.
McRobbie, Angela. The Aftermath of Feminism. London: Sage, 2009. Print.
Schwarzkopf, Stefan and Rainer Grieseds. Ernest Dichter and Motivation Research. New
York: Palgrave Macmillan, 2010. Print.
Trentmann, Frank ed. The Making of the Consumer. New York: Berg, 2006. Print.
Watson, Elwood and Marc E. Shaw eds. Performing American Masculinities. Indiana: Indiana
University Press, 2011. Print.
Compulsory reading:
Barthes, Roland. Mythologies. London: Vintage, 2000. Print.
Belk, Russell W. and John F. Sherry Jr.eds. Consumer Culture Theory, Volume 11. Oxford:
Elsevier 2007. Print.
Baudrillard, Jean. The Consumer Society Myths and Structures. London: Sage, 1998. Print
Berger, Arthur Asa. Ads, Fads and Consumer Culture, Advertising’s Impact on American
Character and Society. Maryland: Rowman & Littlefield
Publishers, Inc., 2011. Print.
Berger, Arthur Asa. The Objects of Affection, Semiotics and Consumer Culture. New York:
Palgrave Macmillan, 2010. Print.
Cortese, Anthony J. Provocateur. 3rd ed. Images of Women and Minorities in Advertising.
Maryland: Rowman & Littlefield Publishers, Inc., 2008. Print.
Sassatelli, Roberta. Consumer Culture History, Theory and Politics. London
Sage, 2007.
Scanlon, Jennifer, ed. The Gender and Consumer Culture Reader.
New York: New York
University Press, 2000. Print.