engleski

Gendered discourse and modernization in sociological theory: example of consumerist aestheticization of women

Sociology has since its beginnings defined itself as science dealing with modern society, which means that the conception of being modern had necessarily preceded both its discourse in general and its discourse on modernization and/or development specifically. There are different approaches to defining the modern project, from Hegel's philosophical discourse on self-consciousness of an epoch to Foucault's diversification of meaning in various discursive fields. This research aims to analyse gendered subtext of early sociological discourse on modernization (in Marx, Weber, Durkheim and particularly Simmel). The results suggest that it is necessary to re-examine the assumptions and rethink the meanings of the gender difference based on which the discourse of modernization has fundamentally established itself and based on which it has operated. I will show on the example of commercialized aestheticization of women that research on gender and modernization needs to be conducted in situated and contextualized frameworks, whereby the female repressed from the phallogocentric matrix returns paradoxically through the effects of dehumanization, automatization, alienation and commodification, which are all also aspects of modernization. The relationship of women and history is thereby in no way simple, but reveals both continuities and transformations in dominating discourses and possible counter discourses.

gender, aesthetics, power, consumerism

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