gendered discourses on the problem of ageing

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1、Discourse&Communicationhttp://dcm.sagepub.com/Gendereddiscoursesonthe'problem'ofageing:consumerizedsolutionsJustineCouplandDISCOURSE&COMMUNICATION20071:37DOI:10.1177/1750481307071984Theonlineversionofthisarticlecanbefoundat:http://dcm.sagepub.com/content/1/1/37Publishedby:http://www

2、.sagepublications.comAdditionalservicesandinformationforDiscourse&Communicationcanbefoundat:EmailAlerts:http://dcm.sagepub.com/cgi/alertsSubscriptions:http://dcm.sagepub.com/subscriptionsReprints:http://www.sagepub.com/journalsReprints.navPermissions:http://www.sagepub.com/journalsP

3、ermissions.navCitations:http://dcm.sagepub.com/content/1/1/37.refs.html>>VersionofRecord-Feb1,2007WhatisThis?Downloadedfromdcm.sagepub.comatEdinburghUniversityonJanuary23,2014ARTICLECoupland:Gendereddiscoursesonthe‘problem’ofageing37Gendereddiscoursesonthe‘problem’ofageing:consumeri

4、zedsolutionsDiscourse&CommunicationCopyright©2007SAGEPublications.(London,LosAngeles,NewDelhiandSingapore)www.sagepublications.comVol1(1):37–6110.1177/1750481307071984JUSTINECOUPLANDCARDIFFUNIVERSITYABSTRACT.Contemporaryconsumercultureseesthebodyasthecrucialindicatoroftheselfandappa

5、rentbodilyageingasproblematic.Allbodiesage,buthowisevidenceofageingculturallyinterpreted?Thisarticledevelopsacritical-pragmaticanalysisofconsumerizedbodydiscourses,withparticularfocusonthesemioticsofthevisiblyageingface,inthecontextoflifestylemagazinefeaturesandadvertisementsonskinc

6、are.Suchtextsworktoequateageingwiththelookofageing,problematizeageingappearance,andoffermarketizedsolutionstothe‘problem’ofageing,usingmarkedlygenderedstrategies.Textsaimedatafemalemarketprojectskincareasaseriousissue,pathologizethelookofageing,offerhighlytechnologizedsolutions,andn

7、aturalizesurgicalintervention.The(newer)malemarketisbeingdiscursivelyengagedbystrategiesdesignedtonormalizemaleinvestmentinproductsandprocessestraditionallyseenasinthedomainoffemalebodilygrooming.Consumerizedmalenarcissismisenabledbyironic,‘uncommitted’discourses,theuseofhighlymascu

8、linizedimagesandtex