Editorial

Volume 6, Issue 1
Special Issue: Consuming Gender

This special issue of Assuming Gender seeks to examine and problematise the relationship between consumer culture and gender. How has consumer culture constructed, and been constructed by, gender?

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Megen de Bruin-Molé
Daný van Dam
Akira Suwa

Guest Editors for Issue 6:1

Volume 6: Issue 1

Winter 2017 Special Issue: Consuming Gender
Assuming Gender is a Cardiff University project, comprising a journal, seminar, and lecture series. This interdisciplinary project is dedicated to the timely analysis of constructions of gendered texts, practices, and subjectivities and seeks to engage with contemporary conceptions of gender, while participating in the dialogues and tensions that maintain the urgency of such conversations.

Editorial


Welcome to this special issue of Assuming Gender, dedicated to various issues of consumption and gender.
Consuming Gender: Identity Construction under Global Capitalism

Articles

Joshua G. Adair

Reviews



Entering Transmasculinity: The Inevitability of Discourse

Review by Rhi Humphrey


In Volume 6, Issue 1
Special Issue: Consuming Gender


Book details

Title
Entering Transmasculinity: The Inevitability of Discourse
Author
Matthew Heinz
Publisher
Intellect (April 2016)
ISBN
1783205687


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Twenty-First Century Feminism: Forming and Performing Femininity

Review by Danielle Mariann Dove


In Volume 6, Issue 1
Special Issue: Consuming Gender


Book details

Title
Twenty-First Century Feminism: Forming and Performing Femininity
Author
Claire Nally and Angela Smith (editors)
Publisher
Palgrave Macmillan (February 2015)
ISBN
1137492848


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We Were Feminists Once: From Riot Grrrl to Covergirl®, the Buying and Selling of a Political Movement

Review by Sandra Cox


In Volume 6, Issue 1
Special Issue: Consuming Gender

Book details

Title
We Were Feminists Once: From Riot Grrrl to Covergirl®, the Buying and Selling of a Political Movement
Author
Andi Zeisler
Publisher
Public Affairs (May 2016)
ISBN
1610397738



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Gendered Consumption as Cruel Optimism: Purchasing the Feminine with Electrolux and Maybelline

Lauren Zwicky


In Volume 6, Issue 1
Special Issue: Consuming Gender

Abstract

In this current neoliberal age, gender identity is constructed as much through material consumption as it is through other forms of cultural expression. There is a very real sense in which we now purchase our points of identification and it is these acts of consumerism that then become markers for gender, sexuality, and class. My argument is that this kind of gendered consumption functions as an exemplar of ‘cruel optimism’, that it hinders rather than helps subjective flourishing. Lauren Berlant defines ‘cruel optimism’ as a kind of relation that exists when the object of individual desire becomes an ‘obstacle’ to flourishing. It is the undelivered promise of health, happiness, and wellbeing.
          I argue that gendered consumption itself is a form of cruel optimism. After discussing the specifics of gendered consumption's relationship with cruel optimism, I examine two American television advertisements, Maybelline's 'Push Up Drama' and Electrolux's 'Juggle'. By focusing on how these two advertisements instantiate a culture of cruel optimism, I illustrate the extent to which femininity is constructed through such acts of consumption, and the problematics that inhere in this process.

Keywords: consumerism, identity, cruel optimism, advertising, beauty culture, self-expression

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From A Woman’s Right to Choose to ‘A Woman’s Right to Shoes’: The Commodification of Feminism and the Politics of Choice from Fear of Flying to Bridget Jones’ Diary

Megan Behrent


In Volume 6, Issue 1
Special Issue: Consuming Gender


Abstract

This essay looks at the transformation of the first-person fiction narratives from the feminist movement in the age of postfeminism. It explores the trajectory from feminism to postfeminism and the shift from a collective to a purely personal understanding of liberation as lifestyle politics, “power” feminism, and individualism gain ground. Central to this transformation is the commodification of the feminism itself as the politics of choice signal a broader shift to neoliberal ideology in which the rhetoric of choice is used to undermine radical demands for rights that emerged from the political movements of the 1960s and 70s. I argue that the triumph of postfeminism has its roots in the contradictions inherent in the personal politics which were dominant within the movement.
          To explore this trajectory, I look at feminist and post-feminist bestsellers from the 1970s and 1990s as emblematic of the politics of each period. Bridget Jones, in Helen Fielding’s Bridget Jones’s Diary (1996), is perhaps the post-feminist heroine par excellence. Nonetheless, Bridget Jones is a child of the protagonists of feminist fiction past. I analyse Fear of Flying by Erica Jong as an emblematic (and extremely popular) early feminist text that helped to pave the way from feminism to postfeminism.


Keywords: postfeminism, the novel, commodification, Bridget Jones, Erica Jong

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'More than slightly mad': Beverley Nichols and the Merry Hall trilogy

Joshua G. Adair

In Volume 6, Issue 1
Special Issue: Consuming Gender

Abstract

This essay analyses Beverley Nichols’s Merry Hall trilogy—frequently dismissed as ‘garden writing’—as an often overlooked form of queer literature. Using Jack Halberstam’s theories about queer failure, this essay examines the ways in which the now relatively obscure author was able to commodify himself and his lifestyle for a specific audience. In so doing, the author argues, he attempted to further the cause of queer acceptance in the process, even to the detriment of what some consider could have been a more important or worthwhile career.


Keywords: Beverley Nichols, Queer Theory, garden writing, mid-century England, domesticity


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Volume 5: Issue 1

Spring 2015 Special Issue: Neoliberal Gender, Neoliberal Sex
Assuming Gender is a Cardiff University project, comprising a journal, seminar, and lecture series. This interdisciplinary project is dedicated to the timely analysis of constructions of gendered texts, practices, and subjectivities and seeks to engage with contemporary conceptions of gender, while participating in the dialogues and tensions that maintain the urgency of such conversations.

Editorial

Welcome to a special issue of Assuming Gender, an online academic journal dedicated to contemporary issues of gender and sexuality. [Read the editorial]

Articles

Laura E. Westengard
Vampire Fantasy: Twilight’s Post-9/11 Neoqueer Vampires

Sarah Hill
The Ambitious Young Woman and the Contemporary British Sports Film

Margaret O’Neill
You Still Can Have It All, But Just in Moderation: Neoliberal Gender and Post-Celtic Tiger ‘Recession Lit’

Oliver Stephanou
Strange Intimacies: On Neoliberalism and Risky Sex between Men

Baran Germen
Of Parks and Hamams: Queer Heterotopias in the Age of Neoliberal Modernity and the Gay Citizen

Reviews

End of Equality: The Only Way Is Women’s Liberation
(Review: Caleb Sivyer)

The Politics of the Body: Gender in a Neoliberal and Neoconservative Age
(Review: Jennifer Dawn Whitney)

Editorial

Volume 5, Issue 1
Special Issue: Neoliberal Gender, Neoliberal Sex
Welcome to the latest special issue of Assuming Gender, an online academic journal dedicated to contemporary issues of gender and sexuality. In proposing the title ‘Neoliberal Gender, Neoliberal Sex’ for this sixth issue, it was precisely these contemporary issues of gender and sexuality that I wanted to address, for what speaks more of our current cultural and political moment than the figure of neoliberalism. As Pierre Dardot and Christian Laval have so ominously described in the title of their recently translated book, neoliberalism is now ‘The New Way of the World’.

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Tom Harman
Guest Editors for Issue 5:1

Vampire Fantasy: Twilight’s Post-9/11 Neoqueer Vampires

Laura E. Westengard
In Volume 5, Issue 1
Special Issue: Neoliberal Gender, Neoliberal Sex

Abstract

Arguing that the decade following 9/11 was infused with a unique blend of neoliberal and neoconservative rationalities, this essay reads Twilight’s vampires as fantasy screens that reflect this new worldview rather than challenge it. The Twilight vampires function as homonormative vampires displacing the more threatening figure of the queer terrorist vampire, but they also perform a neoconservative moral authoritarianism. The result is a new fantasy that resonates specifically in the traumatic aftermath of 9/11—the neoqueer vampire.

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The Ambitious Young Woman and the Contemporary British Sports Film

Sarah Hill
In Volume 5, Issue 1
Special Issue: Neoliberal Gender, Neoliberal Sex

Abstract

This article explores how the figure of the ambitious young woman is mediated within contemporary female-centred British sports films. The article begins by briefly outlining the relationship between postfeminism and neoliberalism and highlights the relevance of these discourses to contemporary female-centred sports films. It then goes on to explore how postfeminist, neoliberal values are mediated in the construction of the ambitious young woman through an analysis of the British film Chalet Girl (2011), using both textual analysis and analysis of the film’s extra-cinematic materials. The analysis emphasises the importance of national context within postfeminist and neoliberal discourses, highlighting in particular the significance of the film’s depictions of specifically British class hierarchies. The findings of the article demonstrate how, while Chalet Girl emphasises class binaries, the film ultimately upholds the neoliberal myth that (class) barriers can be overcome through determination, hard work and the right choices.

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You Still Can Have It All, But Just in Moderation: Neoliberal Gender and Post-Celtic Tiger ‘Recession Lit’

Margaret O’Neill
In Volume 5, Issue 1
Special Issue: Neoliberal Gender, Neoliberal Sex

Abstract

This essay reads ‘Chick Lit’ of the post-Celtic Tiger recession as a central cultural site contributing to the logics of neoliberalism and the gendering of Irish national identity. The economic boom known as the Celtic Tiger saw dramatic social and economic transformation in Ireland. Neoliberal principals resulted in rapid economic growth and the development of a new consumerism. This was reflected in Celtic Tiger ‘Chick Lit’, which foregrounded the woman as an icon of excess. In tandem with this, postfeminist values implied that these consumer-driven lifestyles were available to everyone. This centering of choice in postfeminism is a key site where the gendering of neoliberalism occurs. In ‘Chick Lit’, socio-political interests converge on the body of the woman to become stories of individual empowerment based on market-based choices. Centrally, this essay considers how a recent sub-genre of ‘Recession Lit’ adapts the generic trope of ‘having it all’ in the post-Celtic Tiger economic downturn. It explores three works from 2013: Cathy Kelly’s The Honey Queen, Sheila O’Flanagan’s The Things We Never Say and Cecelia Ahern’s How to Fall in Love. These books centralize individual adaptation in the boom to bust period. Their protagonists are resourceful women, who through their emotional strength and enterprising nature can still have it all, however, in moderation. To varying degrees, these works draw attention to the role of neoliberal policy in the current recession, as they reconcile it. Doing so, they serve to naturalize the structural causes of inequality and intensify the rhetoric of neoliberal choice.

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Strange Intimacies: On Neoliberalism and Risky Sex Between Men

Oliver Stephanou
In Volume 5, Issue 1
Special Issue: Neoliberal Gender, Neoliberal Sex

Abstract

Approaching risky sex between men through pathologizing models produces inadequate understandings of these practices. Instead, this paper analyzes unsafe sex between men through a dual approach— affective and political— asking 1) What kinds of bonds and bodily (in)capacities are forged by these practices, and 2) Decades into the HIV/AIDS pandemic, how can the forms of agency and moral reasoning they deploy be understood within the neoliberal present? The paper argues that unsafe sex is a form of negotiating and dwelling with precarity according to market-based models of risk management and distribution.

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Of Parks and Hamams: Queer Heterotopias in the Age of Neoliberal Modernity and the Gay Citizen

Baran Germen
In Volume 5, Issue 1
Special Issue: Neoliberal Gender, Neoliberal Sex

Abstract

This article attends to queer heterotopias, distinct spatial formations in which the experience of sexuality resists the idioms available to fundamentally normative political imaginary. In the context of Turkey, queer heterotopias contest and are imperilled both by neoliberal state intervention into public space and by a liberal political discourse pivoting around the figure of the gay citizen. In the first part of the article, the author posits Gezi Park as a queer heterotopia, albeit a lost one, and follows the civil resistance that saved the park from a government-propelled redevelopment project that planned the destruction and privatization of a portion of Taksim Square. The reclaiming of the park during what came to be known as the Gezi Park protests occasioned the salience of the LGBT community members as denizens of the public space, accelerating the maturation of the LGBT political movement in the country. The article presents a reading of the gains of the Gezi Park protests – the revamped Gezi Park and the public acknowledgment of the LGBT demands for constitutional recognition – against what the park once signified as a queer heterotopia. In the second part of the article, the author turns to Ferzan Özpetek’s Steam (1997) to think through the critique that queer heterotopias embody. The film constructs the site of hamam as a queer heterotopia that spatially breaks the teleological logic of modernity, housing modes of being, relationalities, and socialities inassimilable into an identitarian sexual liberalism. The analyses of Gezi Park and Steam reveal both the precariousness and potency of queer heterotopias in the age of neoliberal modernity and the gay citizen.

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End of Equality: The Only Way Is Women’s Liberation

Review by Caleb Sivyer
In Volume 5, Issue 1
Special Issue: Neoliberal Gender, Neoliberal Sex

Book details



 Publisher's website
Title:
End of Equality: The Only Way Is Women’s Liberation
Author: 
Beatrix Campbell
Publisher: 
Seagull Books (4 Mar. 2014)
ISBN:
0857421131

Caleb Sivyer: 'In recent years, at least since the financial crisis of 2008, it has become acceptable to talk, once again, about capitalism, and to use words like class and crisis. A new scepticism towards capitalism and its promises of emancipation and empowerment has arisen in the face of widening inequality and the soaring wealth of the super-rich. Occupy Wall Street encouraged us to think of society as split between the 1% and the 99% and a slew of books and documentaries started to question the logic and efficacy of the free market. Hence, neoliberal capitalism and its policies of free trade, globalisation and austerity began to be put under scrutiny for a wide and bitter audience. Within these debates, one issue that has arisen is that of sexual and gender equality. Whilst advocates of capitalist liberal democracy often paint an optimistic picture of the future in which sexual inequality will be inevitably eroded by the balancing effect of the free market and individual empowerment, this view has recently come under fire from feminists and other activists who point to the stagnation or in some cases reversal of this supposedly inevitable path to equality. Beatrix Campbell’s short manifesto, End of Equality: The Only Way Is Women’s Liberation, is just such an attack and a particularly withering one at that.'

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The Politics of the Body: Gender in a Neoliberal and Neoconservative Age

Review by Jennifer Dawn Whitney
In Volume 5, Issue 1
Special Issue: Neoliberal Gender, Neoliberal Sex

Book details



 Publisher's website
Title:
The Politics of the Body: Gender in a Neoliberal and Neoconservative Age
Author: 
Alison Phipps
Publisher: 
Polity Press; 1 edition (28 Feb. 2014)
ISBN:
0745648886

Jennifer Dawn Whitney: 'It is only since the late-twentieth century that we, in the capitalist West, have come to see our choices in the marketplace as self-defining and self-actualizing. This ‘explosion of market-based choices’ that has ‘come to inform the social construction of identities' is what Alison Phipps addresses in her compelling and very readable book, The Politics of the Body: Gender in a Neoliberal and Neoconservative Age.'

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Volume 4: Issue 1

Spring 2014 Special Issue: Queer and There
Assuming Gender is a Cardiff University project, comprising a journal, seminar, and lecture series. This interdisciplinary project is dedicated to the timely analysis of constructions of gendered texts, practices, and subjectivities and seeks to engage with contemporary conceptions of gender, while participating in the dialogues and tensions that maintain the urgency of such conversations.

Editorial

Welcome to a special issue of Assuming Gender, an online academic journal dedicated to contemporary issues of gender and sexuality. [Read the editorial]

Articles

Samantha Sperring
Middleton: a queer heterotopology

Sophia Davidson Gluyas
Dancing Federation Steps: A (queer) lesbian reading of Strictly Ballroom

Ken Junior Lipenga
Sex Outlaws: Challenges to Homophobia in Stanley Kenani’s ‘Love on Trial’ and Monica Arac de Nyeko’s ‘Jambula Tree’

Kat Deerfield
Queer in Zero G: An interview with Frank Pietronigro

Reviews

Sebald’s Bachelors: Queer Resistance and the Unconforming Life
(Review: Hannah O'Connor)


Ethics, Sexual Orientation, and Choices about Children
(Review: Helen Sivey)

Editorial

Volume 4, Issue 1
Special Issue: Queer and There
Welcome to issue 4:1 of Assuming Gender, ‘Queer and There’. Entering the fifth year of the Assuming Gender journal, we proposed a special issue focussed on queer theory in order to pose some timely questions about the purpose and potential of ‘the queer’. We are grateful to have received such a range of dynamic articles that engage with contemporary queer theory in so many different ways.

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Kat Deerfield
David Andrew Griffiths
Guest Editors for Issue 4:1

Ethics, Sexual Orientation, and Choices about Children

Review by Helen Sivey
In Volume 4, Issue 1
Special Issue: Queer and There

Book details


 Publisher's website
Title:
Ethics, Sexual Orientation, and Choices about Children
Author: 
Timothy F. Murphy
Publisher: 
MIT Press (2012)
ISBN:
9780262018050

Helen Sivey: 'Should prospective parents have the right to choose embryos on the basis of whether they have gay genes? This is the central bioethical question Timothy F. Murphy explores in this book; his answer, ultimately, is yes. Murphy acknowledges from the outset that this is an entirely hypothetical question - no such discovery has been made, nor is it likely to be. Yet positing this question itself raises interesting questions.'

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