Sociology - Gender construction through consumption??

Question

Hi, can anyone suggest some sociology theorists that discuss this topic? I can only fond some on gender or some on consumption, none on both!

Thanks

Answer 1

Erving Goffman!!!  He wrote a book called "Gender Advertisements" that looks at how women (and to a degree men) are depicted in ads.

Also, Thorstein Veblen coined the term "conspicuous consumption" in his work with the same title.  He was basically looking at how people buy items to show off their status (such as a prada bag or whatever).

Oh, and Jean Kilbourne, who I don't think has her PhD, looks at this in her "Killing us Softly" documentaries.  I copied the youtube clip as one of the sources...

Answer 2

I seems like you may have to use a little creative thought and bring the two together.  That is how new fields of studies sometimes begin.  Go for it.