Advertising, Sex, and Post-Socialism explores the role of advertising and the consumption it promotes in changing cultural perceptions of sex and femininity across the Balkan region. Elza Ibroscheva theorizes how the marketing of gender identities that has taken place in the years of post-socialist transition has fundamentally affected the social, economic, and political positioning of women. Advertising is one of the major “factories” of cultural signification, and as such, serves as the most ubiquitous vessel of global norms of gendered selves. In addition, advertising serves as a literacy tool for learning the grammar of consumption, studying the ideologies of femininity and sex before and after the collapse of the socialist project, as well as the prevailing portrayals of femininity in advertising in present day Bulgaria. This book provides a revealing look at the mechanisms of how post-socialist norms of sexual behavior are being engendered, and what role media play in this transformative process.

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.

A “brilliant,” “engaging,” and “valuable,” (Financial Times) exploration of why capitalism hurts women and how socialism, when done right, can bring economic independence, better labor conditions and, yes, even better sex. In a witty, irreverent op-ed piece that went viral, Kristen Ghodsee argued that women had better sex under socialism. The response was tremendous — clearly she articulated something many women had sensed for years: the problem is with capitalism, not with us. Ghodsee, an acclaimed ethnographer and professor of Russian and East European Studies, spent years researching what happened to women in countries that transitioned from state socialism to capitalism. She argues here that unregulated capitalism disproportionately harms women, and that we should learn from the past. By rejecting the bad and salvaging the good, we can adapt some socialist ideas to the 21st century and improve our lives. She tackles all aspects of a woman's life - work, parenting, sex and relationships, citizenship, and leadership. In a chapter called "Women: Like Men, But Cheaper," she talks about women in the workplace, discussing everything from the wage gap to harassment and discrimination. In "What To Expect When You're Expecting Exploitation," she addresses motherhood and how "having it all" is impossible under capitalism. Women are standing up for themselves like never before, from the increase in the number of women running for office to the women's march to the long-overdue public outcry against sexual harassment. Interest in socialism is also on the rise -- whether it's the popularity of Bernie Sanders or the skyrocketing membership numbers of the Democratic Socialists of America. It's become increasingly clear to women that capitalism isn't working for us, and Ghodsee is the informed, lively guide who can show us the way forward.

Twenty-five years after the fall of the Berlin Wall, this collection of essays examines the ways in which popular media re-construct ideas and ideals of femininity in the post-socialist cultural space. The authors explore a comprehensive range of questions including: How have post-socialist women engaged with media as media producers and consumers, as well as objects of media representation? What are the consequences of the commodification of femininity in the post-socialist context? How does the female body serve as a battleground for the enactment and renegotiation of gendered identities and ideologies? How can we understand and theorize post-socialist women’s activist movements? In seeking answers to such questions, this volume highlights the need to reconsider feminism as a political and theoretical project with many faces. It bridges research on the mediation of post-socialist femininities with broader concerns about the transnational trajectories of feminism today. This book was originally published as a special issue of Feminist Media Studies.

This book provides a fresh overview on the debate about the remarkable regression of gender equality in the Balkans and South Caucasus caused by the fall of socialism and by the revitalization of religion in Turkey. Contrary to the prevailing opinion of researchers who state continuous male domination, the book presents strong arguments for an alternative outlook. By contrasting the realia of gender relations with the utopia of new femininities and new masculinities driven by digital visual communication, the book provokingly concludes with the arrival of two utopias: the Marlboro Man – still authoritative but lonely – conquering and refusing family obligations; and with the emergence of a new femininity type – strong and beautiful. As such this book provides a great resource to anthropologists, demographers, sociologists, gender and media researchers and all those interested in feminist issues.

This work is a critical intervention into the archive of female identity; it reflects on the ways in which the Central and Eastern European female ideal was constructed, represented, and embodied in communist societies and on its transformation resulting from the political, economic, and social changes specific to the post-communist social and political transitions. During the communist period, the female ideal was constituted as a heroic mother and worker, both a revolutionary and a state bureaucrat, which were regarded as key elements in the processes of industrial development and production. She was portrayed as physically strong and with rugged rather than with feminized attributes. After the post-communist regime collapsed, the female ideal’s traits changed and instead took on the feminine attributes that are familiar in the West’s consumer-oriented societies. Each chapter in the volume explores different aspects of these changes and links those changes to national security, nationalism, and relations with Western societies, while focusing on a variety of genres of expression such as films, music, plays, literature, press reports, television talk shows, and ethnographic research. The topics explored in this volume open a space for discussion and reflection about how radical social change intimately affected the lives and identities of women, and their positions in society, resulting in various policy initiatives involving women’s social and political roles. The book will be of interest to students and scholars of gender studies, comparative politics, Eastern European studies, and cultural studies.

In this book, contributors identify and explore a range of iconic works – "Mistress-Pieces" – that have been made by feminists and gender activists since the 1970s. The first volume for which the defining of iconic feminist art is the raison d’être, its contributors interpret a "Mistress-Piece" as a work that has proved influential in a particular context because of its distinctiveness and relevance. Reinterpreting iconic art by Alice Neel, Hannah Wilke and Ana Mendieta, the authors also offer important insights about works that may be less well known – those by Natalia LL, Tanja Ostojić, Swoon, Clara Menéres, Diane Victor, Usha Seejarim, Ilse Fusková, Phaptawan Suwannakudt □and Tracey Moffatt, among others. While in some instances revealing cross influences between artists working in different frameworks, the publication simultaneously makes evident how social and political factors specific to particular countries had significant impact on the making and reception of art focused on gender. The book will be of interest to scholars working in art history, visual studies and gender studies.