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Doing Gender Difference Through Greeting Cards: The Construction Of A Communication Gap In Marketing And Everyday Practice., Emily West
Emily E. West
Greeting card communication reflects the highly gendered division of both emotional and domestic labor in American culture. It’s generally thought that American men do not take as much responsibility for sending greeting cards as women, or display competence in this mode of communication, and both survey data and field work with greeting card consumers confirm this overall pattern. For many women, greeting card communication is part of a feminized habitus that includes kinship work as well as routine provisioning for the household. For men, taking an interest in greeting cards can seem like discrediting behavior for heterosexual masculinity, and so …
It’S ‘A Good Thing’: The Commodification Of Femininity, Affluence, And Whiteness In The Martha Stewart Phenomenon, Melissa A Click
It’S ‘A Good Thing’: The Commodification Of Femininity, Affluence, And Whiteness In The Martha Stewart Phenomenon, Melissa A Click
Doctoral Dissertations 1896 - February 2014
This study examines the ideologies of gender, race, and class present in Martha Stewart's unprecedented popularity, beginning with the publication of Stewart's first magazine in 1990 and ending in September 2004, after Stewart's conviction for her involvement in the ImClone scandal. My approach is built on the intersection of American mass communication research, British cultural studies, and feminist theory, and utilizes Hall's Encoding/Decoding model to examine how social, cultural and political discourses circulate in and through a mediated text and how those meanings are interpreted by those who receive them. Drawing from textual and ideological analysis of over thirteen years …