A Gendered Economy of Pleasure

Abstract

This paper analyses cultural signification in the co-production of gender and technology. Focusing on the popular genre of motoring magazines, it discerns a pattern organising men and women in opposite relations to cars. Men’s relationships with cars are premised on passion and pleasure while women are figured as rational and unable to attach emotionally to cars. This “gendered economy of pleasure” is traced in a close reading of motoring magazine representations of cars and humans. Further, a DVD representation of the Volvo YCC, a concept car developed by women for an imagined female user, is discussed in relation to this semiotic pattern. The paper is conceptual, texts are interpreted in order to bring forward aspects of meaning-making that are not immediately obvious. The objective is to critically illuminate one aspect of the cultural production of the car as a masculine technology.