Let's Make Love: Whiteness, Cleanliness and Sexuality in the French Reception of Marilyn Monroe

Copyright © by SAGE PublicationsRichard Dyer’s seminal work on whiteness in film considers Marilyn Monroe as the epitome of an institutionally racist Hollywood system that imagines the most desirable woman to be blonde, given that blondeness is understood as a guarantee of whiteness. This article adds to other recent scholarship on Monroe that has sought to complicate this reading by examining other meanings that can be attributed to her bleached blonde hair. By closely analyzing media texts that discussed Monroe in 1950s France, this article demonstrates the way in which her performance of ideal American female sexuality was read through the prism of Monroe as icon of cleanliness and (linked) modernity. It examines the way in which Monroe’s modernity allowed her to partially escape the traditional feminine private sphere and it concludes that Monroe’s bleached blonde hair can be seen in this context as having liberatory potential

Scripts people live in the marketplace: an application of script analysis to Confessions of a Shopaholic

This paper shows how Script Analysis can produce new marketing theory by applying it to contemporary shopping behaviour via British novelist Madeleine Wickham’s novel, Confessions of a Shopaholic. We show how Becky Bloomwood, the central character, is a Scripted Shopaholic for whom shopping is the activity around which everything else in her live falls in and out of place. In presenting a Scripted Shopaholic Racket System, we theorise: how shopping is used to structure time and relationships with others; the role of injunctions and attributions and related discounting in fulfilling shopping scripts; and, the possibility of freedom from excessive shopping scripts. We therefore bring together psychoanalysis, literary texts, and shopping theories to generate new insights about why people shop (and often shop too much), and how such behaviours might be transforme