Record Details

Lingerie and Morality: Generation Y Kazakhstani Women’s Attitude toward Lingerie

Journal of Eastern European and Central Asian Research

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Field Value
 
Title Lingerie and Morality: Generation Y Kazakhstani Women’s Attitude toward Lingerie
 
Creator Karimova, Gulnara Z.; American University of Ras Al Khaimah
Rassilbay, Aidana; Kcell Corporation
Sauers, Daniel A.; Winona State University, MN
 
Subject Marketing
Femininity, lingerie, Kazakhstan, attitude, “slave” morality, “docile” bodies
H
 
Description This paper explores the tension between ‘resistance’ and ‘obedience’ manifested in narratives concerning lingerie expressed by Kazakhstani women born in the 1980s and 1990s. The attitude of Kazakhstani women toward lingerie and the way they formulate these attitudes illustrate the complex strategies used to negotiate and construct femininity. Such strategies reveal two contradictory beliefs: that of empowerment and suppression. We argue that these contradictory beliefs are the result of the respectable norms of female sexuality being imposed through the mechanisms of power to keep women in line with the requirements of the existing socio-economic structures. In such structures, the labels “vulgar,” “provocative,” and “dissolute” are given to certain types of lingerie and are opposed to those of “modest,” “restrained,” and “decent.” The qualities mentioned as crucial by Kazakhstani women in defining femininity: “kindness,” “affection,” tenderness,” and “modesty” reflect what Friedrich Nietzsche called the ‘slave’ morality that celebrates ‘passivity’ and “weakness.”
 
Publisher Institute of Eastern Europe and Central Asia
 
Date 2017-04-23
 
Type info:eu-repo/semantics/article
Peer-reviewed Articles
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier http://ieeca.org/journal/index.php/JEECAR/article/view/149
10.15549/jeecar.v4i1.149
 
Source Journal of Eastern European and Central Asian Research (JEECAR); Vol 4, No 1 (2017): Journal of Eastern European and Central Asian Research; 9
 
Language eng
 
Relation http://ieeca.org/journal/index.php/JEECAR/article/view/149/pdf_1
 
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