Gender, Race, Sexuality, and Ethnicity in Communication Commons^™

“I’M Here To Do Business. I’M Not Here To Play Games.” Work, Consumption, And Masculinity In Storage Wars, Mark A. Rademacher, Casey Ryan Kelly

Department of Communication Studies: Faculty Publications

This essay examines the first season of Storage Wars and suggests the program helps mediate the putative crisis in American masculinity by suggesting that traditional male skills are still essential where knowledge supplants manual labor. We read representations of “men at work” in traditionally “feminine” consumer markets as a form of masculine recuperation situated within the culture of White male injury. Specifically, Storage Wars appropriates omnivorous consumption, thrift, and collaboration to fit within the masculine repertoire of self-reliance, individualism, and competition. Thus, the program adapts hegemonic masculinity by showcasing male auction bidders adeptly performing feminine consumer practices. Whether the feminine …