A Sociological Review of Marketing Molly and Melville: Dating in a Post-modern, Consumer Society

From the late 1980s, more and more commodities were being marketed with increasingly number of customers, wo manpower and men. This could be a mod phenomenon that people wanted to make they look better to catch the fast-developing world and consumer friendship. Thousands of heterosexuals dating publicizings, like from magazines and newspapers, so they need improve their qualifications that will be described in the advertisements to attract the i almostrism.In this point, men and women got varied ways to presenting themselves like Jagger said in her article In describing the self-importance, women were more likely to extend their appearance, whereas men were more likely to emphasize their finical and educational status and occupation, consistent with traditional sex-role expectations. (Jagger 2001) It is true that the way people developing new relationships were depending on selective consumption by others, so dating advertisements argon chances for people can represent thems elves.Therefore the words masculinity and muliebrity became very important, because the changing meanings of them were part of the consumer society and new definition of self-identity. Men and women argon more equally likely to market their bodies when advertising the self and seemed both sex had paid more financial aid to lifestyle but not work-place or domestic stuff. Like Jagger argued in her article, that major social transformations nearly has been done during the 20-century, along with the rise of media and advertising, the foundation of consumer horticulture has been established.Based on this new social culture, identities of individual has been described by the way of leisure and consumption much more than work and production, and the metamorphosed meaning of self-worth which is a very important factor while advertising a unitary self. Femininity and Masculinity in a Post-modern Society It has been argued in Jaggers article that femininity and masculinity were to descri ber women and men typically since long time ago. Women used to be identified as emotional, caring, domestically, and always should make themselves look beautiful as objectives in mens gaze.These analyses atomic number 18 consistent to the self-identity of women in advertising, majority of the women are more likely to stress their physical attractiveness but not something else. Yet this view of subordinate femininity was re-appraised in the 1980s as stereotyped social identity, people think that consumer culture provided women much more important resources of being an individual new effeminate self than before. That means woman should have more opportunity to work, live, or blush play with their personal identity and take pleasure of making different roles and masks, to do whatever they wanted equitable. As Jagger pointed out, however, Being a professional, independent, career woman have been identified.In sharp contrast to the old terrain of domestic femininity, these new women, are held to do things for their own satisfaction and gratification, not merely to attract and keep a man. (Jagger 2001) In other side, the contemporary debate on men and masculinity has been suggested that it is no longer a simple unitary male identity. Traditionally, men have been identified as strong, brave, responsible, and usually deal with some hard and grievous social work. This view of identity determined that men have to be cool and cold.Thus caused this kind of characters start very popular in women. For example, ROBOCOP, approximative and RAMBO, these were some images of hard-man even all of them are violent. Since 1990s, however, this identify of men has been challenged by the value of new man, who is warmer, softer, and more emotional. They being required not only be a worker or even a successful businessman, but also should take at least half of the domestic responsibility as a good father and a good husband. Moreover, muscles now understood as sexy sign of male bu t not the symbol of workings class and rough person.More and more men with masculinity wanted to be enjoyed by feminine viewer as objectives in the new arrangement of the consumer society. It is clamed, in that locationfore, men have become embodied subject, enjoying the same kind of attention that in the past was the preserve of women. (Jagger 2001) Although the fast-developing consumer society provided both men and women resources of self-identity, required them to change the gender stereotypes, there are still a lot of problems. Some researchers consider that the power of traditional culture still strong or even more signifies. Both men and women are influenced by this cultural ideal.In one hand, it has been argued that a more limited number of the female advertisers still emphasise their physical attractiveness, their caring and ability to listen when representing themselves. A professional, successful woman always was proved negative and masculine. Many solutions have bee n used for fix the problem. Some women bring about themselves as mixed subjects that means they can be a good housewives and holding a demanding job at the same time. Also some female advertisers construct themselves in characters that borrowed from media, or describe the appearance of their body directly.It is a truth that many women have been advised by the media for how to be a new femininity and what that kind of women might look like, identified as subject of gaze. However, these new femininities did not walk too far from the old notion. They continue to represent themselves in a relatively limited number of images of female selfhood, particularly with regard to their bodies. In the other hand, it seems that masculinity takes many forms to the extent that men produced more versions of the self than women did. Some of them represent themselves as hard working, successful and some others even emphasise their bodies.This could prove that the consumer society paid more attention t o the consumption market, which obdurate that the males body also could be the product being sold. But there are small number of new man that we can not lose sight of For instance, some men constructed themselves as caring, sharing, emotional and sensitive individuals, anxious to share in the joy of domesticity. (Jagger 2001) This consist with the trait of consumer society, which apply the masculine subjectivity is complex and multiple, not just unitary.Therefore, as Jagger considered, there are diverse way of being a man, in this complex and multiple post-modern worlds. CONCLUSION Dating in a post-modern, consumer society through advertisement could be a good experience of self-identify and representing. The consumer culture has provided individuals some important resources for women and men, but it seems that these resources are not equally available to all of them. Although the meaning of femininity and masculinity are changing a lot to fit the consumer culture, women still go t more problems when dealing with the new setting of social conditions than these to men.Actually, women become more independent and men become more sensitive nowadays, and both of these changes are relatively to the contemporary consumer culture, which gives people more opportunities to identify themselves. All of these ideas have been critically discussed in Jaggers article, which she gives some adequate suggestion to people about self-identity and play diversity roles in this consumer society. Not only for advertisers, but also for all of us who care about ourselves.