7 - Sexuality and Consumerism in the Modern World: The Business of Pleasure

Summary

Focused on metropolitan consumer centres in which new sexual identities were bought and sold, this chapter explores how mass-market businesses stimulated, satisfied, and contained female desires, often at the same time. Consumer behaviours are a nexus of bodily and psychic desires understood through a language of seduction. Since the mid-nineteenth century, businesses have channelled, commodified, and promoted female sexuality to sell new products, shopping spaces, and leisure activities. Cities offered both licit and illicit, sexual and consumer pleasures. Their urban geographies are the living proof of our argument that in modern capitalist societies, sexuality is a commodity, commodities often are erotic, and the spaces and communities in which they are exchanged contribute to the making of consumer and sexual subjectivities. The marketing of eros therefore did not simply emerge with the twentieth-century sexual revolution, but rather was central to the history of modern capitalism. By examining the overlapping histories of the marketing of female consumer and sexual pleasures in diverse places, this chapter explores the role of sex and sexiness in the modern marketplace and challenges liberal assumptions about agency, liberation, and progress embedded in the history of the sexual revolutions of the late twentieth century.