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A Sociological Review of <Marketing Molly and Melville: Dating in a Post-modern, Consumer Society>

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Introduction

A Sociological Review of <Marketing Molly and Melville: Dating in a Post-modern, Consumer Society> INTRUDUCTION: From the late 1980s, more and more commodities were being marketed with increasingly number of customers, women and men. This could be a new phenomenon that people wanted to make they look better to catch the fast-developing world and consumer society. Thousands of heterosexuals dating advertisements, like from magazines and newspapers, so they need improve their qualifications that will be described in the advertisements to attract the isomerism. In this point, men and women got different ways to presenting themselves like Jagger said in her article: "... In describing the self, women were more likely to stress their appearance, whereas men were more likely to emphasise their finical and educational status and occupation, consistent with traditional 'sex-role' expectations." (Jagger 2001) <1> It is true that the way people developing new relationships were depending on selective consumption by others, so dating advertisements are chances for people can represent themselves. Therefore the words 'masculinity' and 'femininity' became very important, because the changing meanings of them were part of the consumer society and new definition of self-identity. Men and women are more equally likely to market their bodies when advertising the self and seemed both sex had paid more attention to lifestyle but not work-place or domestic stuff. ...read more.

Middle

This view of identity determined that men have to be cool and cold. Thus caused this kind of characters become very popular in women. For example, ROBOCOP, ROCKY and RAMBO, these were some images of 'hard-man'; even all of them are violent. Since 1990s, however, this identify of men has been challenged by the value of 'new man', who is warmer, softer, and more emotional. They being required not only be a worker or even a successful businessman, but also should take at least half of the domestic responsibility as a good father and a good husband. Moreover, muscles now understood as sexy sign of male but not the symbol of working class and rough person. More and more men with masculinity wanted to be enjoyed by female viewer as objectives in the new order of the consumer society. "It is clamed, therefore, men have become embodied subject, enjoying the same kind of attention that in the past was the preserve of women." (Jagger 2001) <3> Although the fast-developing consumer society provided both men and women resources of self-identity, required them to change the gender stereotypes, there are still a lot of problems. Some researchers consider that the power of traditional culture still strong or even more signifies. ...read more.

Conclusion

CONCLUSION: Dating in a post-modern, consumer society through advertisement could be a good experience of self-identify and representing. The consumer culture has provided individuals some important resources for women and men, but it seems that these resources are not equally available to all of them. Although the meaning of 'femininity' and 'masculinity' are changing a lot to fit the consumer culture, women still got more problems when dealing with the new setting of social conditions than these to men. Actually, women become more independent and men become more sensitive nowadays, and both of these changes are relatively to the contemporary consumer culture, which gives people more opportunities to identify themselves. All of these ideas have been critically discussed in Jagger's article, which she gives some nice suggestion to people about self-identity and play diversity roles in this consumer society. Not only for advertisers, but also for all of us who care about ourselves. REFERENCE: <1>JAGGER, E. (2001) Marketing Molly and Melville: Dating in a Postmodern Consumer Society, Sociology, (p 39-58) <2> JAGGER, E. (2001) Marketing Molly and Melville: Dating in a Postmodern Consumer Society, Sociology, (p 39-58) <3> JAGGER, E. (2001) Marketing Molly and Melville: Dating in a Postmodern Consumer Society, Sociology, (p 39-58) <4> JAGGER, E. (2001) Marketing Molly and Melville: Dating in a Postmodern Consumer Society, Sociology, (p 39-58) ...read more.

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