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This book explores the intimate connections between representation, the politics of feminism and the cultural practices of modern, Western, consumer society. Many scholars have examined the marginalisation of feminist concerns in contemporary Western societies, argued that we now live in a post-feminist age, or shown how feminist concerns have been appropriated and absorbed by institutions that contribute to the perpetuation of gender inequalities. This book furthers this debate by focusing on how these very arguments depend upon a cultural political economy that has gendered understandings of everyday life. This book will provide significant insight into how cultural artefacts of the past decade in the UK, US, and Australia have made use of gendered representations for the purposes of promoting specific forms of consumption, how these artefacts can be (and have been) understood as gendered, and the political consequences of these representations and understandings. Written in an accessible fashion, analysing a broad range of commercial and popular culture artefacts (including advertising, radio, television, film and online media) and including primary data from interviews and focus groups, this work will of use to students and scholars of IR, IPE, gender, cultural and media studies.