Advertising, Sex, and Post-Socialism

Advertising, Sex, and Post-Socialism : Women, Media, and Femininity in the Balkans

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Description

The book traces the evolution of gender ideologies in the Balkans, through emancipating women's roles during socialism and into the proliferation and normalization of hyper-sexualized images of women in advertising and other media in the post-socialist transition. Drawing on a media-centered cultural/critical approach to understanding the changing role of advertising in post-socialist societies and its influence on gender identities, the book offers a unique contribution to global media studies and the broader discipline of gender and communication.show more

Product details

  • Hardback | 220 pages
  • 156 x 232 x 20mm | 539.99g
  • Lexington Books
  • Lanham, MD, United States
  • English
  • New.
  • 0739172662
  • 9780739172667
  • 2,131,040

About Elza Ibroscheva

Elza Ibroscheva is Associate Professor and Director of Graduate Studies at the Department of Mass Communications, Southern Illinois University Edwardsville.show more

Review quote

Well-written, occasionally funny, yet scholarly sound, this Bulgarian story written with an insider's voice will dismantle for the reader myths about post/socialism and femininity, while offering alternative and surprising explanations and validations of human being's infinite capacity for imagination and survival. -- Denise Roman, University of California, Los Angeles Ibroscheva provides the reader with a remarkable and comprehensive look at the media in the post-socialist world of Eastern Europe...In a very real way ... the book offers a mirror of both East and West and a sobering account of gendered advertising, sales, politics, and people. Communication Research Trendsshow more

Table of contents

Chapter 1: Introduction Chapter 2: Sex? Please, We Are Socialist: The Ideology of Femininity and Sex during Socialism Chapter 3: Advertising and the Socialist Economy Chapter 4: Liberating Women: The Role of Media in Defining Femininity in the Post-Socialist Transition Chapter 5: Of vodka, Watermelons and Other Sexy Fruit: Advertising and the Objectification of Women in Bulgaria Chapter 6: Sex and Politics: Consuming Women's Bodies Chapter 7: Conclusionshow more