Abstract
Based on a content analysis of 1094 advertisements, the article extends the author’s previous research on dating by examining how age and gender intersect to influence the age at which people advertise, their choice of partner and how they manage aspects of their age identity. Locating analyses in the context of a postmodern, consumer culture, it shows that young men and older women are most likely to advertise. It reveals that the maintenance of traditional age differentials varies according to age group. It argues that intimations of a reversal in tradition are discernible in that some older women now seek younger men. It concludes that in a culture that gives primacy to youth, assembling an age identity is problematic, not only for women but also for the chronologically young.
| Original language | English |
|---|---|
| Journal | Sociology |
| DOIs | |
| Publication status | Published - 1 Feb 2005 |
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Keywords
- age
- dating
- women
- post-modern society
Cite this
}
Is thirty the new sixty? Dating, age and gender in a postmodern, consumer society. / Jagger, Elizabeth.
In: Sociology, 01.02.2005.Research output: Contribution to journal › Article
TY - JOUR
T1 - Is thirty the new sixty? Dating, age and gender in a postmodern, consumer society
AU - Jagger, Elizabeth
N1 - Originally published in: Sociology (2005), 39 (1), pp.89-106.
PY - 2005/2/1
Y1 - 2005/2/1
N2 - Based on a content analysis of 1094 advertisements, the article extends the author’s previous research on dating by examining how age and gender intersect to influence the age at which people advertise, their choice of partner and how they manage aspects of their age identity. Locating analyses in the context of a postmodern, consumer culture, it shows that young men and older women are most likely to advertise. It reveals that the maintenance of traditional age differentials varies according to age group. It argues that intimations of a reversal in tradition are discernible in that some older women now seek younger men. It concludes that in a culture that gives primacy to youth, assembling an age identity is problematic, not only for women but also for the chronologically young.
AB - Based on a content analysis of 1094 advertisements, the article extends the author’s previous research on dating by examining how age and gender intersect to influence the age at which people advertise, their choice of partner and how they manage aspects of their age identity. Locating analyses in the context of a postmodern, consumer culture, it shows that young men and older women are most likely to advertise. It reveals that the maintenance of traditional age differentials varies according to age group. It argues that intimations of a reversal in tradition are discernible in that some older women now seek younger men. It concludes that in a culture that gives primacy to youth, assembling an age identity is problematic, not only for women but also for the chronologically young.
KW - age
KW - dating
KW - women
KW - post-modern society
U2 - 10.1177/0038038505049003
DO - 10.1177/0038038505049003
M3 - Article
JO - Sociology
JF - Sociology
SN - 0038-0385
ER -