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    Creative Commons, Dragueen (2010) ©
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Gender play

Dr Nic Crowe dissects the gender bender phenomenon in contemporary pop culture.

Location United States

Scope
Gender-based marketing is never a bipolar exercise. While we have always acknowledged that there are different expressions of being a man or a woman – and many markets have skilfully accommodated this – there has also always been one constant: biological sex. But a new kid has emerged on the block to throw an almighty spanner into this marketing mix - the gender-bender!  Rather than conforming to an expression of the masculine or the feminine linked to his or her biological sex, the gender bender borrows aspects from their gender opposite – or in some cases creates ...

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