Consuming contraceptive control: gendered distinctions in web-based contraceptive advertising.
There are over a hundred contraceptives currently on the market in the USA. In this paper, we present a discourse analysis of the stand-alone websites for 43 contraceptives in an effort to understand what contraceptive manufacturers are selling consumers along with their products. Manufacturers tailor marketing messages to promote conventional sex and gender norms using a scientific discourse. In particular, these products appropriate feminist ideals about independence and bodily integrity and promise consumers control and choice over procreation and sexual health, while existing within a larger context of medical surveillance in a patriarchal and capitalist culture.
Medley-Rath
Stephanie R
SR
Department of Sociology, Georgia State University, Atlanta, USA. stephaniemedleyrath@gmail.com
Simonds
Wendy
W
D000329:Advertising / Q000706:statistics & numerical data*; D002755:Choice Behavior; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D003268:Contraception Behavior / Q000523:psychology* / Q000706:statistics & numerical data; D003657:Decision Making; D005260:Female; D006266:Health Education; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D020407:Internet / Q000706:statistics & numerical data*; D008297:Male; D017060:Patient Satisfaction; D012737:Sex Factors; D012725:Sexual Behavior / Q000523:psychology / Q000706:statistics & numerical data*; D012938:Social Perception; D014481:United States