Consumer Culture, Capitalism, and Female Identity in "The Diary of a Social Butterfly"
DOI:
https://doi.org/10.70670/sra.v4i2.2267Keywords:
Consumer Culture, Gender Roles, Norms, Gender Identity, Class, Social RealitiesAbstract
The study explores how the concept of consumer culture has influenced the conception and portrayal of gender roles and norms in Moni Mohsin's “The Diary of a Social Butterfly”. The novel is set against the backdrop of a posh society in Lahore that is satirical and materialistic, where consumption practices have the power to define identities, social standing and relationships. The study examines the role of consumer imagination in shaping gender `discourses, with a special emphasis on the feminization of consumption within a capitalist-patriarchal paradigm. Using a qualitative text analysis approach, the study examines how the character of Butterfly represents the ideals of consumer culture in her pursuit of luxury, social status and appearance. The results show that consumer culture not only perpetuates traditional gender roles, but also redefines them in the light of market values. Women are portrayed as objects of display, and are identified by their looks, fashion, and social relations, and their agency and individuality are much restricted. Additionally, the research emphasizes that consumer culture "gives" the consumers choice and modernity, but in fact maintains the existing power status quo and gender disparities. Mohsin's use of satire is effective in revealing the contradictions in elite society and the superficiality of consumerist values. The study finds that consumer culture is an important factor in gender identity construction and maintaining the patriarchal norm. The study is relevant to the larger concerns on issues of gender, class and consumerism and the critical understanding of the cultural narratives shaping social realities.
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