Gender Construction in Kays Catalogues: 1920 to the New Millenium
This book examines the gendered discourses disseminated through Kays Catalogue promoted through advertising for fashion, toys, household items and various images within the Catalogue.
Moving from the 1920s to the end of the Catalogue’s life in 2000, different aspects and ideologies are examined ranging from toys and fashion to the city of Worcester. Overall, this book can be read as one comprehensive analysis of mail order Catalogues focusing on Kays Catalogue or as individual chapters focusing on specific themes.
This book adds to the body of knowledge investigating ideologies in mail order consumerism. The online Kays archive resource may be accessed at www.worldofkays.org/
Table of Contents:
Barbara M. Mitra
1: The Construction of Childhood Gender Identity through Advertising in Kays Catalogue (1920-2000)
Barbara M. Mitra and Mehreen Mirza
2: The Construction of feminine and masculine gender identities through Advertising in Kays Catalogue (1920-2000)
Mehreen Mirza and Barbara M. Mitra
3: Shopping for Identities and Purchasing Fantasies of Domesticity in post-war Kays Catalogues
4: Worlds within Kays: British Modernity and Representations of Place in the 1960s
5: Resistance to Commodified Girlhood in Two Young Adult Novels: Eileen Fairweather’s French Letters and Jacqueline Wilson’s Waiting for the Sky to Fall
6: Catalogues, advertising, gender and the future
Barbara M. Mitra
Professor Maggie Andrews is Professor of Cultural History at the University of Worcester who has taught in adult, higher and further education for over twenty five years.
Dr Kate Flynn recently completed her PhD at the University of Worcester, where her thesis focused on Constructions of the Fat Child in British Juvenile Fiction, 1960-2010.
Dr Rachel E. Johnson is Associate Researcher with the International Forum for Research into Children’s Literature at the University of Worcester, UK.
Dr Mehreen Mirza is a senior lecturer in the Institute of Humanities and Creative Arts at the University of Worcester, and teaches on the BA Sociology programme.
Dr Barbara Mitra is a Senior Lecturer in Media and Cultural Studies at the University of Worcester.
Dr Rachel Ritchie gained her PhD from the University of Manchester in 2011. Her research focuses on personal appearance (fashion, home-dressmaking, beauty) and the home (domestic consumption, interior design and decor) in women’s magazines and women’s organizations.
This collected edition takes something which will be familiar to many of us: The Kays Catalogue. Through an interdisciplinary approach, this text reveals how the Kays catalogue both reflects and creates narrow gender stereotypes, especially a domestic femininity. We learn that this has changed over time, while retaining a focus on the importance of women’s appearance. The analyses presented will be of interest to researchers and students across a range of disciplines, including marketing and sociology. A valuable example of the benefit of using historical cultural artefacts and visual data to understand contemporary gender relations. – Dr Kate Sang, Associate Professor of Management, PGR Coordinator: Business Management, School of Management and Languages, Heriot Watt University
Cambridge Academic and Cambridge
Media Group. All Rights Reserved. Access