chapter  18
11 Pages

Elizabeth Grosz, 'Inscriptions and Body Maps: Representations and the Corporeal' (1990)

In the current period of economic, political, and cultural upheaval, a crisis with profoundly spatial dimensions, advertising serves as a crucial point of mediation between production and consumption, where the emergence of new meanings of masculinity and femininity and their shifting geographies can be examined. In the postwar period, for instance, an intense ideological campaign was waged in the discourses of advertising, calling for women to abandon the workplace and return to traditional' family values. The present phase of late consumer capitalism constitutes yet another crisis in the category of woman', both in theory and in advertising. The renegotiation of gender and the crisis in family form has paralleled an economic transition to post-Fordism. At the same time, representations of women's roles have also shifted: images of the new traditionalist woman' attempt to resituate women in the home, with the home constituting the primary location of women's identities.