%0 Journal Article
%T El g¨Śnero del consumo en la sociedad de consumo
%A Carosio
%A Alba
%J La ventana. Revista de estudios de g¨Śnero
%D 2008
%I Scientific Electronic Library Online
%X this contribution presents an analysis of the rise of western consumer society, showing how as a social disciplinary mechanism and a driving force behind production it has made capitalism viable. to insert itself in everyday life, consumerism as a civilizatory model has created a new kind of woman: the consumer. being responsible for 80% of the purchasing decisions at home, women-consumers are the most manipulated and coveted target for corporative marketing managers, and the key addressees and protagonists of the discourse of advertising. women-consumers are torn between the happiness promised by the consumer culture to those with a purchasing power and the flip side of invisible poverty that sustains it.
%K consumption
%K gender
%K publicity
%K consumerism
%K consumption society.
%U http://www.scielo.org.mx/scielo.php?script=sci_abstract&pid=S1405-94362008000100006&lng=en&nrm=iso&tlng=en