This article explores gender inequities and sexual double standards in teens’ digital image exchange, drawing on a UK qualitative research project on youth ‘sexting’. We develop a critique of ‘postfeminist’ media cultures, suggesting teen ‘sexting’ presents specific age and gender related contradictions: teen girls are called upon to produce particular forms of ‘sexy’ self display, yet face legal repercussions, moral condemnation and ‘slut shaming’ when they do so. We examine the production/circulation of gendered value and sexual morality via teens’ discussions (...) of activities on Facebook and Blackberry. For instance, some boys accumulated ‘ratings’ by possessing and exchanging images of girls’ breasts, which operated as a form of currency and value. Girls, in contrast, largely discussed the taking, sharing or posting of such images as risky, potentially inciting blame and shame around sexual reputation (e.g. being called ‘slut’, ‘slag’ or ‘sket’). The daily negotiations of these new digitally mediated, heterosexualised, classed and raced norms of performing teen feminine and masculine desirability are considered. (shrink)

Contemporary consumer culture sees the body as the crucial indicator of the self and apparent bodily ageing as problematic. All bodies age, but how is evidence of ageing culturally interpreted? This article develops a critical-pragmatic analysis of consumerized body discourses, with particular focus on the semiotics of the visibly ageing face, in the context of lifestyle magazine features and advertisements on skin care. Such texts work to equate ageing with the look of ageing, problematize ageing appearance, and offer marketized solutions (...) to the ‘problem’ of ageing, using markedly gendered strategies. Texts aimed at a female market project skin care as a serious issue, pathologize the look of ageing, offer highly technologized solutions, and naturalize surgical intervention. The male market is being discursively engaged by strategies designed to normalize male investment in products and processes traditionally seen as in the domain of female bodily grooming. Consumerized male narcissism is enabled by ironic, ‘uncommitted’ discourses, the use of highly masculinized images and text, and, more recently, discourses which draw attention to the salience of the female appraising gaze. (shrink)

This article employs Foucauldian and feminist analytics to advance a critical approach to wearable digital health- and activity-tracking devices. Following Foucault’s insight that the growth of individual capabilities coincides with the intensification of power relations, I argue that digital self-tracking devices (DSTDs) expand individuals’ capacity for self-knowledge and self-care at the same time that they facilitate unprecedented levels of biometric surveillance, extend the regulatory mechanisms of both public health and fashion/beauty authorities, and enable increasingly rigorous body projects devoted to the (...) attainment of normative femininity. These technologies of surveillance, normalization, and discipline thus function to augment, and facilitate the cooperation of, neoliberal-era biopower and post-feminist patriarchal power. My analysis of digital self-tracking devices’ instrumentality to biopower and patriarchy contributes to the emergent field of critical digital health studies and builds new connections between political, social, and feminist theories of embodiment; biopower studies; fat studies; and trans-disciplinary body studies. (shrink)

In this article, we explore the relation between bodies and selves evident in the narratives surrounding aesthetic surgery. In much feminist work on aesthetic surgery, such narratives have been discussed in terms of the normalising consequences of the objectifying, homogenising, cosmetic gaze. These discussions stress the ways in which we model our bodies, under the gaze of others, in order to conform to social norms. Such an objectified body is contrasted with the subjective body; the body-for-the-self. In this article, however, (...) we wish to make sense of the narratives surrounding such surgery by invoking the expressive body, which fits on neither side of this binary. We wish to explore how the modification of the body’s anatomical features (physiology) is taken to be a modification of its expressive possibilities, and therefore a modification of possibilities for inter-subjective relations with others. It is such expressive possibilities that, we suggest, underlie decisions to undergo surgical procedures. The possibility of modification of the expressive possibilities of the body, by the modification of its anatomical features, rests on the social imaginaries attached to anatomical features. In the context of such imaginaries, individual decisions to undergo or promote surgery can be both intelligible and potentially empowering. However, the social consequences of such acts are an increasing normalisation of the ‘body under the knife’ and an intolerance of bodily difference. This, we suggest, can only be changed by a re-visioning of bodily imaginaries so that expressive possibilities can be experienced across bodies with a range of physiological features. (shrink)

This article analyses how the new type of worker is constructed in respect to gender in current management literature. It contributes to the increasing body of work in organisational theory and business ethics which interrogates management texts by analysing textual representations of gender. A discourse analysis of six texts reveals three inter-connected yet distinct ways in which gender is talked about. First, the awareness discourse attempts to be inclusive of gender yet reiterates stereotypes in its portrayal of women. Second, within (...) the individualisation discourse, formerly discriminatory elements of gender lose their importance but a gender dimension reappears within the idea of ‹Brand You’. Third, in the new ideal discourse, women are constructed as ideal workers of the future. The article argues that there is little space within this web of discourses for an awareness of the continued inequalities experienced by women in relation to men to be voiced and that this rhetorical aporia contributes to a ‹post-feminist’ climate. (shrink)

Drawing on feminist and queer epistemologies, this article is concerned with the post-feminist media’s construction of girls’ sexual subjecthood. Broadly defined as a biopolitical ideal, post-feminism is here related to a set of principles of the neoliberal art of government. It will be argued that these principles ethically sustain the exponential mainstreaming of a post-feminist hermeneutics of adolescence and its programme of governmentality. The article also links post-feminism to a particular methodology of subjectification, ultimately locating its hermeneutics of adolescence within (...) the pornographic and pharmacological imperatives of contemporary capitalism. On the empirical level, the analysis explores how techno-scientific discourses and bodily figurations (namely brains and hormones) enter the discursive apparatus of a Portuguese girls’ magazine, giving ideological ground to a distinctive production of adolescent body-subjects. Post-feminist media markets are finally discussed as a significant segment of the capitalist industrialisation of sexual difference that frames the general problematic of this study. (shrink)

This article aims to unveil how male identities are constructed in a corpus of male toiletry TV ads through a pragmatic and multimodal analysis of a set of implicit assumptions conveyed about the male participants in the ads. The validity of these assumptions is first empirically tested with a group of 10 male informants and then those implied meanings are bundled into thematic cores for their qualitative and quantitative description. Findings reveal that these ads still rely on stereotypical constructs and (...) traditional discourses of what it takes to be a man. For example, men are invited to consume grooming products but reminded to do it the men’s way. Men are also reminded of their sexual power to seduce and attract women with the aid of the product. Likewise, by portraying male ad personae in traditional manly activities while emphasizing their toughness and body strength, or their resourcefulness when faced with challenging situations, the ads portray a rather skewed view of contemporary men, which fails to take into account the myriad roles a modern man can play in contemporary societies. (shrink)