Sexual Subjects, Commercial Objects: Female Sexuality as a lifestyle in Fifty Shades of Grey

Cristina Pujol Ozonas, Meritxell Esquirol

Abstract

The article discusses the sexualization of popular culture and the construction of new ubiquitous female sexual imagery in the media and social networks through the Fifty Shades of Grey's success. The proposal is to analyze the codes of representation of the novels in relation with the commercialization of contemporary femininity, closely linked to lifestyle, ie, sexual experience as a market value. The aim is to observe how the commercialization of female sexuality, although at first it seems that democratizes their representation and experience in the public sphere, finally it works as a normativization.

Keywords

sexuality, neoliberal economy, consum, regulation, lifestyle

Full Text:

PDF (Español)

References

ATWOOD, F. (2005). “Fashion and Passion: Marketing Sex to Women” en Sexualities, Sage Publications. Vol. 8, Num. 4, pág. 392-406.

ATWOOD, F. (2006). “Sexed Up: Theorising the Sexualization of Culture” en Sexualities, Sage Publications. Vol. 9, Num. 1, pág. 77-94.

ATWOOD, F. (ed.) (2009). Mainstreaming Sex. The Sexualization of Western Culture. London&New York: I.B. Tauris.

DELLER, R.A.; SMITH, C. (2013). “Reading the BDMS romance: Reader responses to Fifty Shades”. Sexualities, Num.16, pág. 932. http://dx.doi.org/10.1177/1363460713508882

GILL, R. (2008). “Empowerment/Sexism: Figuring Female Sexual Agency in Contemporary Advertising”. Feminism and Psychology, Vol. 18, pág. 35-60. http://dx.doi.org/10.1177/0959353507084950

GILL, R. (2009). “Supersexualize Me”: Advertising and the ‘Midriffs”. En ATWOOD, F (ed.) Mainstreaming Sex. The Sexualization of Western Culture. London&New York: I.B. Taurus, pág. 93-110.

GILL, R. & HARVEY, L. (2011). “Spicing it Up: Sexual Entrepreneurs and The Sex Inspectors”. EN GILL, R. & SHARFF, C. (ed). New Femininities. Postfeminism, Neoliberalism and Subjectivity. Houndmills, Basingstoke, Hampshire: Palgrave Macmillian, pág. 52-67.

JANCOVICH, M. (2001). “Naked ambitions: Taste, pornoghraphy and the problem of Middlebrows”. Scope: An Online Journal of Film Studies. [Fecha de acceso 15/12/2013] https://ueaeprints.uea.ac.uk/9115/

MARTIN, A. (2013). “Fifty Shades of sex shop: Sexual fantasy for sale”,. Sexualities, Num.16, pág. 980. http://dx.doi.org/10.1177/1363460713508901

McROBBIE, A. (2009). The Aftermath of Feminism. Gender, Culture and Social Change. London: Sage.

QUART, A. (2003). Branded: The buying and selling of teenagers. New York: Basic Books.

STILTON SOUTHARD, B. A. (2008). “Beyond the Backlash: Sex and the City and Three Feminist Struggles”. Comunication Quarterly, Vol. 56, Num. 2, pág. 149-167.

WILLIAMS, L (2004). Porn Studies. North Carolina: Duke University Press.

Article Metrics

Metrics Loading ...

Metrics powered by PLOS ALM
Copyright (c)