The consumption of patriarchy: commodification to facilitation and reification

Abstract

There is an abundance of research from cultural, critical and feminist criminology that has recognized media as a vehicle to propagate various forms of gender inequality and violence against women. Likewise, there has been extensive research on how childhood products and toys replicate the patriarchal construction of gender. However, these bodies of research have been relatively silent on how the commodification of culture is consumed and reified by the very population it oppresses (i.e. women). Here, we argue that violence against women is commodified and eagerly consumed in an age of neo-liberalism, legitimizing the patriarchal power structures that subordinate women. Our goal is to begin a discussion of female consumption of the commodification that gives consent and facilitates the patriarchal perpetual power system. Using examples from media and the consumer market, we hope to begin a broader discussion of how patriarchy, gender roles and inequality are reinforced through everyday banal consumption by both sexes. However, this banal consumption by females not only lends to the legitimization of the heteronormative patriarchal status quo but also makes them active participants in the continuation of inequality and power structures inherent within this patriarchal society.

Keywords:

• Patriarchy
• consumption
• commodification
• neo-liberalism

Notes

1. Cultural hegemony is a term associated with the writings of Antonio Gramsci that refer to ‘the “spontaneous” consent given by the great masses of the population to the general direction imposed on social life by the dominant fundamental group; this consent is “historically” caused by the prestige (and consequent confidence) which the dominant group enjoys because of its position and function in the world of production’ (Gramsci, 1995, p. 12).