Advertising, Sex, and Post-socialism: Women, Media, and Femininity in the Balkans. Elza Ibroscheva. Plymouth, UK: Lexington Books, 2013. 174 pp. $65.00 hbk.If you saw an advertisement of a woman stripping from her professional, business attire down to her bare chest, what would you predict was the purpose of the advertisement? To sell lingerie? Perhaps to promote a pay-per-view film? But what if the woman was a politician trying to secure your vote? For the Bulgarian audience, this is not difficult to imagine because this was a reality detailed by Elza Ibroscheva in Advertising, Sex, and Post-socialism.Ibroscheva is an associate professor and the director of graduate studies at Southern Illinois University Edwardsville, and she has published several articles on the por- trayal of women in the Bulgarian media. In her book, Ibroscheva examines the devel- opment of advertising and subsequent mass consumption in the Balkan region, with special attention paid to Bulgaria, and the effect advertising has had on cultural per- ceptions of sex and gender. She argues that media advertising is a powerful cultural dictator that effectively shapes gender identities and reinforces gender hierarchies, which, in the Balkan region, allows for the sexualization and commodification of women. Her case is detailed in five chapters: Sex? Please We Are Socialist; Advertising and the Economy; Liberating Women; Of Vodka, Watermelons, and Other Sexy Fruit; and Sex and Politics.Sex? Please We Are Socialist provides the reader with a comprehensive under- standing of socialist life during the Soviet era and how the media's function was to promote socialist ideals. Ibroscheva educates the reader on gender roles during the socialist regime by effortlessly weaving together concrete examples from the Balkan magazines Zhenata Dnes, Lada, and Bhozur. She describes how the party claimed gender equality, while forcing women into two archetypes: worker and mother. Because of this, women were portrayed in the media through this party-driven socialist context only and physically represented with a practical, functional appearance. Thus femininity, fashion, and sexuality were widely absent in socialist media.In Advertising and the Economy, Ibroscheva reveals how advertising functioned in socialist society by analyzing three different major newspapers pub- lished over four decades. Essentially, socialist advertising existed as a means of culti- vating culture and driving practical consumption. ideologues recognized the need for consumption, but only promoted the consumption of necessities (in contrast to developing desire). To make clear this distinction, Western advertising was demon- ized in these newspapers because its sole goal was to improve sales for companies, drive competition, and promote excessive consumption.These earlier chapters may be considered the foundation for the argument Ibroscheva presents in Liberating Women. The marketing of femininity during the Balkans' transitional period from socialism to post-socialism (late 1970s to early 1990s) effectively shaped women's social, economic, and political positioning in society, which is still in effect today. This chapter examines multiple publications from the Balkan region, focusing on the media's depiction of gender and the growth of a budding capitalist market. During the transitional period, the public became increasingly aware of the variety of consumer choices their Western counterparts enjoyed and, as an act of rebellion, began to mass consume themselves through black markets. With women, this rebellion manifested itself as the process of consuming to enhance femininity, a stark contrast to functional consuming habits of previous gen- erations of women. The media adjusted to these changes by also featuring more feminine women in their articles and discussing the topics of beauty and fashion. This trend was seen as progressive as it gave women agency over their sexuality; however, the media's prolific promotion of femininity enforced the significance of physical beauty, essentially subscribing to traditional patriarchal conventions. …
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