The Aspirational Ethos: Gender, Consumerism, and Labor
The Aspirational Ethos: Gender, Consumerism, and Labor
This chapter argues that the gendered history of the producer/consumer binary is a multifarious one, structured through evolving norms about women's social positioning within various spheres, most especially the public and private domains. Fortunately, these rudimentary—and overwhelmingly patriarchal—norms have been challenged on a number of fronts, and once-airtight boundaries are being slowly effaced. Yet the specter of traditional, gender-based divisions lingers on. Thus, while female workers have made substantial gains in the labor force since the women's liberation movement, occupational inequalities and social hierarchies persist—though they are much too often brushed aside with narratives about innate “gender differences” or, alternatively, “pipeline problems.”
Keywords: producer, consumer, women's social positioning, gender-based divisions, social inequalities, female workers, occupational inequalities, gender differences, consumerism
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