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Gender & Society, Vol. 11, No. 4, 453-477 (1997)
DOI: 10.1177/089124397011004005

DECODING FEMININITY

Advertisements and Their Teenage Readers

DAWN H. CURRIE

University of British Columbia

The author explores how the discursive practices of social texts relate to the subjectivities of readers. Employing Dorothy Smith's notion of femininity as textually mediated discourse, the author analyzes how teenage girls read the depictions of femininity in the glossy advertisements of fashion magazines. Through interviews with 48 girls aged 13 to 17 years, she explores both why and how young girls negotiate "what it means to be a woman." Most young girls in her study draw on stereotypical meanings of adult femininity. By giving these stereotypes truth status, these readers valorize not only patriarchal meanings of womanhood but also naturalize associations between femininity and the commodities through which this femininity is expressed as the everyday doing of gender. The author concludes by discussing implications of this study for both a feminist theory and a feminist politics of culture.


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