Branded Women in U.S. Television: When People Become by Peter Bjelskou

By Peter Bjelskou

Branded girls in U.S. tv examines how the true Housewives of recent York urban, Martha Stewart, and different woman marketers create branded televised models of the long-lasting U.S. housewife. utilizing their tv presence to set up and advertise their very own product traces, together with jewellery, cookware, garments, and skin care, they turn into the first actual representations of those manufacturers. whereas their companies are severe and heavily profitable, particularly fact tv permits a undeniable representational flexibility that permits members to create campy and infrequently tongue-in-cheek personas. Peter Bjelskou explores their leading edge branding suggestions, particularly the advanced relationships among their entrepreneurial endeavors and their actual our bodies, attires, tastes, and private histories. regularly those branded ladies converse volumes approximately their contemporaneous political environments, and this publication illustrates how they, and plenty of different ladies in U.S. tv heritage, are indicative of bigger societal developments and constructions.

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The HOLC wanted to suppress the black presence in certain neighborhoods, so home ownership largely equaled whiteness. 3 After World War II, this racist suburban construction became a self-perpetuating organism, as the GI Bill enabled mostly white men to receive home loans and other benefits, and these white suburban enclaves even benefited from federal aid for housing and highways. ” 4 The postwar economy created the white consumerist domes- From Midcentury Housewives to Martha Stewart 27 tic goddess, and television shows and magazines perpetually celebrated this construction.

Taurus, 2006), 92. 59. Feuer, Seeing Through the Eighties, 118–119. 60. Pamela Robertson, Guilty Pleasures: Feminist Camp from Mae West to Madonna (Durham, NC: Duke University Press, 1996). 61. Helene A. S. Popular Culture (Tuscaloosa: University of Alabama Press, 2008). 62. Sontag, Against Interpretation, 277. Introduction 23 63. Season 1, episode 5, The Real Housewives of New York City, Bravo TV (NY: New York City, April 1, 2008), iTunes. 64. B. Tauris, 2011); Victoria Pitts-Taylor, Surgery Junkies: Wellness and Pathology in Cosmetic Culture (New Brunswick: Rutgers University Press, 2007).

Economy: A Compact and Irreverent Guide to Economic Life in America, rev. ed. (New York: The New Press, 2006), 3. 28. Zweig, The Working Class, 68. 29. Thomas Frank, What’s the Matter with Kansas: How Conservatives Won the Heart of America (New York: Henry Holt and Company, 2004). 30. See, for example, Barbara Ehrenreich, Bait and Switch: The (Futile) Pursuit of the American Dream (New York: Metropolitan Books, 2006); Barbara Ehrenreich, Nickel and Dimed: On (Not) Getting By in America (New York: Henry Holt and Company, 2001); David Harvey, A Brief History of Neoliberalism (New York: Oxford University Press, 2007).

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