In this article we explore the history, culture and practice of the phenomenon known as ‘puppy play’. This article investigates to what extent the subcultural conception of BDSM corresponds to the book's depiction and where it differs fundamentally. In doing so, we examine how BDSM subculture members perceive themselves in contrast to the mainstream view of them pictured in the book Fifty Shades of Grey. We combine this with a documentary analysis. Using a virtual ethnographic method, we analyse the BDSM blogosphere as a platform for subcultural expressions of opinion. But is this public view based on the self image of BDSM subcultural members or is it a figment of the imagination of writers and journalists? This article presents the voice of BDSM activists, who are silenced and excluded from the public debate. It was widely portrayed as an example of BDSM (a common abbreviation for the terms bondage, discipline, dominance, submissivity, sadism and masochism) subculture and used as a symbol of sadomasochistic identity. Recently, much has been written in the mass media about the novel and film Fifty Shades of Grey. Our key contribution to feminist critique and theorizing is to illustrate how postfeminist discourses operate to mask and deny oppressive patriarchal discourses, which paradoxically increases their strength under the guise of female emancipation and consumer choice. These findings suggest an inherent contradiction between participants’ understanding of themselves as free, able, and equal, and the constraining, subjugating experiences shaping their relationships and (sexual) lives. This discourse manifests in women’s sexual and intimate experiences in two key ways: first, through their attempts to establish authority and control in their relationships, an endeavor thwarted by neoliberal and patriarchal logics and second, through an implicit submissive sexual positioning that privileges masculine meanings of sexual pleasure. Tightly bound with neoliberal ethics, a postfeminist orientation encourages women-purported to have achieved equality thanks to past feminist activism-to work on, invest in, and manage their sexual lives. In this article, we draw on the cultural theory of “postfeminism” to critically analyze the sexual narratives of young women. Despite calls for critical, feminist perspectives, extant research in marketing continues to prioritize its emancipatory implications. Feminized sexual consumption has gained increasing legitimacy in the marketplace.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |