No Baby Stuff: An Analysis of Gender Control and Infants’ Clothing panel 2 ~ the Gendered Consumer Culture ~ the Center for Gender Studies 2011 Conference
a 2011 symposium presentation by:
Sheena Palmer
RU Advisor: Dr.  Carla Corroto
Abstract.   The purpose of this study is to determine if and how infant and children’s clothing reinforces gender identity. Babies and children are socialized from birth and this is influenced through consumer culture. By performing a detailed content analysis of the children’s clothing department in a top-selling national retail store, I explore if and how consumer products are tailored to and create gender identities. This paper explains how marketing is used as an agent of social control and how consumer products are designed to reflect and reify gender norms.
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