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2015 ; 29
(2
): 218-229
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Material girls and Material love: Consuming femininity and the contradictions of
post-girl power among Kenyan schoolgirls
#MMPMID28344428
Mojola SA
Continuum (Mount Lawley)
2015[]; 29
(2
): 218-229
PMID28344428
show ga
In this paper, I use qualitative data to explore the practices engaged in by
Kenyan schoolgirls to participate in modern consuming womanhood, as well as the
contradictory implications of these practices for thinking about globalized
mediated femininities and their enactment in resource-poor settings. The paper
examines the centrality of consumption to valued modern femininity among young
women around the world, as well as the structural reality of gendered access to
income. I show how the cooptation of the materiality of romantic love and
normative expectations of male provision in romantic relationships bridge the gap
between consumption desires and economic realities among Kenyan schoolgirls in
both powerful and problematic ways. The paper ends with a reflection of the
implications of these findings for post-girl power, the post-feminist age and the
re-inscription of patriarchy.