Fiske and Jordan

Andrew Vo

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Just as we associate masculinity with men, we associate femininity with women. For men, there are

certain traits and activities that defines them to be men and for women we have certain traits and

activities that define them as women. One of the main thing is shopping and malls. We have an

ideology that women simply spend money and buy both unnecessary products as well as necessary.

Females have fallen under the gender specific role as housewives and shoppers. Because they fall

under such a perspective, capitalist and marketers have chosen to target the female population in

order to increase sales. We think that all women go out on a shopping flurry and spends money

carelessly, but I have many friends who tell me that most of the time they do not buy anything when

they do go shopping when I criticize why they shop so much. That they go shopping to just to

browse as a hobby because it can also be consider a stress reliever and that it makes them happy.

This article definitely relates to the article about cars and how it defines masculinity with men.