Cultural Theory and Popular Culture
Cultural Theory and Popular Culture
Cultural Theory and Popular Culture
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Chapter 7 Gender <strong>and</strong> sexuality<br />
fashion, cookery or family <strong>and</strong> home. They can also be actual fictions: romantic serials,<br />
five-minute stories, for example. There are also the stories of the famous <strong>and</strong> reports<br />
of events in the lives of ‘ordinary’ women <strong>and</strong> men. Each in its different way attempts<br />
to draw the reader into the world of the magazine, <strong>and</strong> ultimately into a world of consumption.<br />
This often leads to women ‘being caught up in defining their own femininity,<br />
inextricably, through consumption’ (39). But pleasure is not totally dependent on<br />
purchase. She recalls how in the hot July in which she wrote Inside Women’s Magazines,<br />
without any intention of buying the product, she gained enormous visual pleasure<br />
from a magazine advertisement showing a woman diving into an ocean surrealistically<br />
continuous with the tap-end of a bath. As she explains,<br />
We recognise <strong>and</strong> relish the vocabulary of dreams in which ads deal; we become<br />
involved in the fictions they create; but we know full well that those commodities<br />
will not elicit the promised fictions. It doesn’t matter. Without bothering to buy<br />
the product we can vicariously indulge in the good life through the image alone.<br />
This is the compensation for the experience you do not <strong>and</strong> cannot have (56).<br />
Magazine advertisements, like the magazines themselves, therefore provide a terrain on<br />
which to dream. In this way, they generate a desire for fulfilment (through consumption).<br />
Paradoxically, this is deeply pleasurable because it also always acknowledges the<br />
existence of the labours of the everyday.<br />
They would not offer quite the same pleasure, however, if it were not expected of<br />
women that they perform the various labours around fashion <strong>and</strong> beauty, food<br />
<strong>and</strong> furnishing. These visuals acknowledge those labours while simultaneously<br />
enabling the reader to avoid doing them. In everyday life ‘pleasure’ for women can<br />
only be achieved by accomplishing these tasks; here the image offers a temporary<br />
substitute, as well as providing an (allegedly) easy, often enjoyable pathway to<br />
their accomplishment (56–7).<br />
Desire is generated for something more than the everyday, yet it can only be accomplished<br />
by what is for most women an everyday activity – shopping. What is ultimately<br />
being sold in the fictions of women’s magazines, in editorial or advertisements,<br />
fashion <strong>and</strong> home furnishing items, cookery <strong>and</strong> cosmetics, is successful <strong>and</strong> therefore<br />
pleasurable femininity. Follow this practical advice or buy this product <strong>and</strong> be a better<br />
lover, a better mother, a better wife, <strong>and</strong> a better woman. The problem with all this<br />
from a feminist perspective is that it is always constructed around a mythical individual<br />
woman, situated outside the influence of powerful social <strong>and</strong> cultural structures <strong>and</strong><br />
constraints.<br />
The commitment to the ‘individual solution’ is often revealed by the way in which<br />
women’s magazines also seek to construct ‘fictional collectivities’ (67) of women.<br />
This can be seen in the insistent ‘we’ of editorials; but it is also there in the reader/<br />
editor interactions of the letters page. Here we often find women making sense of the<br />
everyday world through a mixture of optimism <strong>and</strong> fatalism. Winship identifies these