Advertising, Sex, and Post-Socialism: Women, Media, and Femininity in the Balkans PDF
Preview Advertising, Sex, and Post-Socialism: Women, Media, and Femininity in the Balkans
Advertising, Sex, and Post-Socialism Advertising, Sex, and Post-Socialism Women, Media, and Femininity in the Balkans Elza Ibroscheva LEXINGTONBOOKS Lanham•Boulder •NewYork•Toronto•Plymouth,UK PublishedbyLexingtonBooks AwhollyownedsubsidiaryofTheRowman&LittlefieldPublishingGroup,Inc. 4501ForbesBoulevard,Suite200,Lanham,Maryland20706 www.rowman.com 10ThornburyRoad,PlymouthPL67PP,UnitedKingdom Copyright©2013byLexingtonBooks Allrightsreserved.Nopartofthisbookmaybereproducedinanyformorbyany electronicormechanicalmeans,includinginformationstorageandretrievalsystems, withoutwrittenpermissionfromthepublisher,exceptbyareviewerwhomayquote passagesinareview. BritishLibraryCataloguinginPublicationInformationAvailable LibraryofCongressCataloging-in-PublicationData Ibroscheva,Elza,1974– Advertising,sex,andpost-socialism:women,media,andfemininityintheBalkans/Elza Ibroscheva. pagescm Includesbibliographicalreferencesandindex. ISBN978-0-7391-7266-7(cloth:alk.paper)—ISBN978-0-7391-7267-4(electronic) 1.Sexinadvertising—BalkanPeninsula.2.Socialism—BalkanPeninsula.3.Post-communism— BalkanPeninsula.I.Title. HF5827.85.i272013 659.1082'09496—dc23 2013010615 TMThepaperusedinthispublicationmeetstheminimumrequirementsofAmerican NationalStandardforInformationSciencesPermanenceofPaperforPrintedLibrary Materials,ANSI/NISOZ39.48-1992. PrintedintheUnitedStatesofAmerica Tomylovingparents,IuliaandNistor, Thanksforbeingmybeacon,myanchor,mywings Contents Acknowledgments ix Introduction xi 1 Sex?Please,WeAreSocialist:TheIdeologyofFemininity, Bodies,andSexDuringSocialism 1 2 AdvertisingandtheSocialistEconomy:Efficiency,Necessity, andDesire 47 3 LiberatingWomen:TheRoleofMediainDefiningFemininity inthePost-SocialistTransition 75 4 OfVodka,Watermelons,andOtherSexyFruit:Advertisingand theObjectificationofWomeninBulgaria 113 5 SexandPolitics:ConsumingWomen’sBodies 131 Conclusion 151 Bibliography 161 Index 171 AbouttheAuthor 175 vii Acknowledgments Thisbookwasmadepossiblewiththekindassistanceofthelibrariansatthe Bourgas Municipality Library, who were extremely helpful in not only pro- viding me with the archival copies of the magazines and newspapers which comprised my primary data, but also in giving me numerous useful tips on othersocialistpublicationsthatbecamerelevanttomystudy.Tothem,Iowe a note of gratitude for their professionalism and willingness to help in any waypossible. In addition, while the majority of the chapters were originally produced for this book, a few chapters have previously appeared in peer-reviewed journals. Chapter 2 on socialist advertising appeared first online in 2012 under the title “The Unbearable Lightness of Advertising: Culture, Media and the Rise of Advertising in Bulgaria” in Consumption, Markets and Cul- ture.Chapter4alsoappearedonlinein2012underthetitle“SellingthePost- Communist Female Body: Portrayals of Women and Gender in Bulgarian Advertising,” in Feminist Media Studies, and was modified to include some morerecentexamplesofadvertisingcampaigns.Finally,chapter5onwomen in politics appeared originally in 2009 under the title “Engendering Transi- tion:ACriticalAnalysisofPortrayalsofFemalePoliticiansintheBulgarian Press,”intheHowardJournalofCommunications(vol.20,pp.111–28),and hasbeenupdatedtoincludemorerecentmediaexamples.Theoriginalarticle was coauthored with Dr. Maria Raicheva-Stover of Washburn University, whohasbeenafantasticcolleagueandacommonfeministsoul. I would also like to acknowledge the support I received from another post-socialist feminist scholar, Dr. Nadia Kaneva, whose advice and guid- ance through this process were always helpful and encouraging. To Nadia andMaria,blagodariaviotsurtse.Iwouldalsoliketothanktheanonymous reviewer who provided me with invaluable feedback on the manuscript and ix
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