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A interdisciplinary collection of readings that answers the question: How do men and women practice consumer culture differently?
What is the relationship between gender and consumerism? Jennifer Scanlon gathers a collection of readings and archival materials to explore the multiple and contradictory ways in which women and men consume. Interdisciplinary and cross-cultural in scope, The Gender and Consumer Culture Reader introduces the reader to some of the most compelling issues and arguments in this growing field of study. In questioning traditional ways of analyzing the relationships between gender and consumer culture, these essays analyze the liberatory and oppressive nature of consumer culture in both historical and contemporary contexts.
The scholars gathered here look at the gendered relationship between the home and consumer culture, individual and group identity through purchasing, the supply side of consumer culture, and the ways in which consumers embrace, resist, and manipulate the messages and the activities of consumer culture. Topics range from white middle-class female shoplifters to the gendered depiction of Native Americans in nineteenth-century advertising, from gay men's acquisition of domestic space in early twentieth-century New York to black and Latino men's cultural resistance through dress. Archival materials link the essays in each section, creating a further historical context, and providing a connection between the readings and larger questions and issues currently being debated about gender and consumer culture.
Contributors include Andrew Heinze, Erika Rappaport, George Chauncey, Steven M. Gelber, Jeffrey Steele, Ann McClintock, Robert E. Weems, Jr., Lillian Faderman, Malcolm Gladwell, Jennifer Scanlon, Lizabeth Cohen, Jane Bryce, Susan J. Douglas, Kenon Breazeale, Kathy Peiss, Elaine S. Abelson, Natasha B. Barnes, Danae Clark, Stuart Cosgrove.

• Acknowledgmentsp. ix
• Introductionp. 1
• The Home: Stretching the Boundaries of the Domestic Spherep. 13
• Jewish Women and the Making of an American Homep. 19
• "A New Era of Shopping": The Promotion of Women's Pleasure in London's West End, 1909-1914p. 30
• Lots of Friends at the YMCA: Rooming Houses, Cafeterias, and Other Gay Social Centersp. 49
• Do-It-Yourself: Constructing, Repairing, and Maintaining Domestic Masculinityp. 70
• Archival Material: Playboy's Penthouse Apartmentp. 94
• You Are What You Buy: Individual and Group Identity through Proper Consumptionp. 101
• Reduced to Images: American Indians in Nineteenth-Century Advertisingp. 109
• Soft-Soaping Empire: Commodity Racism and Imperial Advertisingp. 129
• Lesbian Chic: Experimentation and Repression in the 1920sp. 153
• Consumerism and the Construction of Black Female Identity in Twentieth-Century Americap. 166
• Listening to Khakis: What America's Most Popular Pants Tell Us about the Way Guys Thinkp. 179
• Archival Material: Paramount Pictures and Linit Advertisementsp. 192
• Under Whose Direction? Consumer Culture's Message Makersp. 195
• Advertising Women: The J. Walter Thompson Company Women's Editorial Departmentp. 201
• In Spite of Women: Esquire Magazine and the Construction of the Male Consumerp. 226
• From Town Center to Shopping Center: The Reconfiguration of Community Marketplaces in Postwar Americap. 245
• Narcissism as Liberationp. 267
• "Young T'ing Is the Name of the Game": Sexual Dynamics in a Caribbean Romantic Fiction Seriesp. 283
• Archival Material: New Yorker and Fortune Cartoonsp. 299
• Purchasing Possibilities: Sexuality, Pleasure, and Resistance in Consumer Culturep. 303
• Shoplifting Ladiesp. 309
• "Charity Girls" and City Pleasures: Historical Notes on Working-Class Sexuality, 1880-1920p. 330
• The Zoot-Suit and Style Warfarep. 342
• Face of the Nation: Race, Nationalisms, and Identities in Jamaican Beauty Pageantsp. 355
• Commodity Lesbianismp. 372
• Archival Material: Nobody Makes a Pass at Me by Harold Rome and Among the Things That Use to Be byp. 388
• Permissionsp. 393
• Contributorsp. 395