29 Pages

Consumer sex

Technologies of the self

This chapter focuses on the construction of female sexuality and sexual consumption in a neoliberal age. It traces the emergence of a neoliberal, self-regulating subject and its particular address to women through postfeminism. Through an analysis of popular cultural discourses around 'good sex', particularly that involving sexual commodities, the chapter argues that a technology of sexual consumer knowledge is central to the production of the neoliberal self through sex shopping. It explores some of the ways in which these technologies of sexual consumer knowledge operated in and through the doing of this research. The doing of research never exists outside of the social and cultural structures and discourses that it seeks to examine. The chapter concludes by establishing the key contention that the everyday, experiential, and ordinary dimensions of sexual consumption evidence a process of 'making do' with neoliberal technologies of the self.