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Hands On Hips, Smiles On Lips! Gender, Race, And The Performance Of Spirit In Cheerleading, Laura Grindstaff, Emily West
Hands On Hips, Smiles On Lips! Gender, Race, And The Performance Of Spirit In Cheerleading, Laura Grindstaff, Emily West
Emily E. West
Cheerleading has long been synonymous with “spirit” because of its traditional sideline role in supporting school sports programs. In recent decades, however, cheerleading has become more athletic and competitive - even a sport in its own right. This paper is an ethnographic exploration of the emotional dimensions of cheerleading in light of these changes. We argue that spirit is a regulating but also flexible concept that is deployed in order to manage and uphold ideologies of emotion, and that these ideologies are central to how cheerleading reproduces racialized gender difference. On the one hand, the performance guidelines for spirit stabilize …
Mass Producing The Personal: The Greeting Card Industry’S Approach To Commercial Sentiment, Emily West
Mass Producing The Personal: The Greeting Card Industry’S Approach To Commercial Sentiment, Emily West
Emily E. West
The greeting card industry manages the challenge of mass-producing images and texts for use in interpersonal communication through both specific production techniques and narratives that “make sense” of this seemingly paradoxical task. The mass production of the personal is negotiated in the processes of writing sentiments and creating designs, as well as in identifying sending situations for cards. At Hallmark, the approach to creating emotional, relational communication for anonymous others is captured by the phrase “universal specificity,” which suggests that people’s emotions are essentially universal, and that the industry can meet the nation’s social expression needs by customizing these core …