Acknowledgments; Introduction; 1 Sex? Please, We Are Socialist; 2 Advertising and the Socialist Economy; 3 Liberating Women; 4 Of Vodka, Watermelons, and Other Sexy Fruit; 5 Sex and Politics; Conclusion; Bibliography; Index; About the Author.
Summary
The book traces the evolution of gender ideologies in the Balkans, through emancipating women's roles during socialism and into the proliferation and normalization of hyper-sexualized images of women in advertising and other media in the post-socialist transition. Drawing on a media-centered cultural/critical approach to understanding the changing role of advertising in post-socialist societies and its influence on gender identities, the book offers a unique contribution to global media studies and the broader discipline of gender and communication.