Prosuming Multiple Gender Role Identities:1 A Multi‐country Written and Audio‐visual Exploration of Contemporary Young Mainstream Female Achievers

Abstract

Our research focuses on contemporary young mainstream female achievers (CYMFAs) living in affluent middle class milieus. Motivation to study this cohort originates from our contention that compared to other women in recorded history CYMFAs have the greatest opportunity to strongly determine their gender roles, lifestyles and consumption activities. An important finding, amongst others, is that CYMFAs may (un)consciously prosume multiple gender role identities so as to operate effectively in a wide variety of everyday gender role domains. We present our research in two complementary parts. Our journal article details the intellectual foundation of the inquiry, research methods and importantly in‐depth findings derived from across‐case analysis. The film supplements the written paper by presenting videographies of each informant. The videographies make generous use of raw footage of informants' interviews, their daily activities, re‐enactments, visual metaphors and lyrical music. In adopting this approach, we strive to increase the transferability of our written findings by providing a rich context, via film, for their interpretation.