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Fullständig Njutning* Distinktioner Och Nyliberal Konsumtionskultur I Sexbutiken Kino Shops Nyhetsbrev 2009-2019

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Fullständig Njutning* Distinktioner Och Nyliberal Konsumtionskultur I Sexbutiken Kino Shops Nyhetsbrev 2009-2019 Fullständig njutning* Distinktioner och nyliberal konsumtionskultur i sexbutiken Kino Shops nyhetsbrev 2009-2019 Maya Ström C-uppsats Vårterminen 2020 Institutionen för idé- och lärdomshistoria Uppsala universitet Handledare: Maja Bondestam Abstract Maya Ström: Fullständig njutning: Distinktioner och nyliberal konsumtionskultur i sexbutiken Kino Shops nyhetsbrev 2009-2019. Uppsala universitet: Inst. för idé- och lärdomshistoria, C- uppsats, vårtermin, 2020. The sex shop has existed as spatially Othered and ideologically transgressive. However, the last decades have witnessed both a literal and figurative move into a position of normalcy and legitimacy. Previous research conducted on this topic has covered this shift, and the importance of a “feminization” of the market for this to happen. While the previous research is extensive on the “new” sex shop, it has partly overlooked the hybridization of the traditional with the feminized. This essay has thus aimed to discern the trends of a “mixed- gender” sex shop, in order to both contribute to the understanding of the Swedish context as well as how class, gender, and past & present work as distinctions within this. The results show that a stereotypical femininity and masculinity is visually used by the store as tropes of distinction. As abstract ideals they converge in a rhetoric of an aspirational class, that sees knowledge as well as consumption as vital to a “sexual health”. However, while the commodities on offer are partly marketed with such sophistication, they are equally advertised as realistic resemblances of genitalia or parts of the body. Thus, the sophisticated consumption is diversified with a realistic, at times vulgar, address. The conclusive observation here is hence that the traditional sexuality-related consumption can coexist with a feminized version within one and the same store. Consequently, this essay sees that a plurality of desires is a part of the market’s continual expansion. Keywords: sexbutik, sexleksaker, sexualitet, konsumtion, feminisering, klass, distinktion, Kino Shop. Innehåll Inledning ............................................................................................................... 1 Syfte & Frågeställning ............................................................................................................ 2 Material ................................................................................................................................... 4 Teori och metod ...................................................................................................................... 6 Avgränsning ............................................................................................................................ 8 Tidigare forskning .................................................................................................................. 8 Disposition ............................................................................................................................ 11 Den Nya Kvinnan .............................................................................................. 11 Nyhetsbrevens utformning ................................................................................................... 12 Accessoarer ........................................................................................................................... 17 Vad kvinnor vill ha ............................................................................................................... 20 Kvinnan själv ........................................................................................................................ 22 Den sexuellt konsumerande mannen ............................................................... 26 Behovsuppfyllelse ................................................................................................................ 26 Den Nya Mannen? ................................................................................................................ 27 Kunskapens lyx .................................................................................................. 30 Individens ansvar .................................................................................................................. 30 Efterapning av subtilitet ........................................................................................................ 32 ”Exklusiv” och ”lyxig”? ....................................................................................................... 35 Äkta vara ............................................................................................................ 37 Simulerat sex ........................................................................................................................ 38 Exklusiv realism? ................................................................................................................. 39 Avslutande diskussion ....................................................................................... 41 Käll- och litteraturförteckning ......................................................................... 44 Otrycka källor ....................................................................................................................... 47 Nätresurser ............................................................................................................................ 47 Litteratur ............................................................................................................................... 48 * Uppsatstiteln är från ”Womanizer gör det igen!”, nyhetsbrev från Kinoshopping, 25/4 (2019). 1 Inledning Sexklubben Club Kino gör år 2000 reklam för de erotiska upplevelser deras lokal på Döbelnsgatan i Stockholm erbjuder. Förutom möjligheten att få bada med nakna kvinnor i ett bubbelbad, eller umgås i klubbutrymmen presenterar de även sin tillhörande butik. ”Dolls, dildos and sexy lingerie, we have it all” utlovar texten. På bilden bredvid syns en kvinna i svart lack- och spetsklänning visa upp en röd negligé för den manliga, slipsklädda kunden. Bakom disken står en avskräckande lång man och på bilden under dansar samma lackklädda kvinna på en strippstång. Som utrymme för konsumtion är kvinnor objekten att konsumeras och mannen konsumenten.1 Nästan tio år senare är klubben och butiken kvar på samma adress. Men i ett nyhetsbrev till Kino Shops prenumeranter november 2009 presenteras en ”världsnyhet”. Med en vit, kursiv logotyp mot rosa bakgrund och tecknade snöflingor annonseras nya, uppladdningsbara vibratorer. I olika pastellfärger innebär produkten ”att man slipper tänka på detta med batterier varje gång lusten gör sig påminnd [sic]”.2 Ovanstående exempel från en och samma affärsverksamhet illustrerar ett skifte i för vem och i vilken form sexbutiken existerar. Kvinnor har gått från att konsumeras till att själva bli målgruppen. I detta har sexbutiken både som idé och fysisk form förflyttats från periferin till ett legitimerat centrum. Detta representerar inte endast en förfining av hur sexualitetrelaterad konsumtion framställs, utan även en utvidgning av vilken konsumtion som anses normal i ett senmodernt samhälle. Därigenom är sexbutikens dåtid och nutid en ideologisk förskjutning från stigmatiserad pornografi till rumsren, feminiserad erotik.3 Tidigare forskning har tydligt kartlagt förändringen från mörker, övertäckta fönster och smuts till öppenhet, ljus och Rabbitvibratorer.4 Genom en ”domesticering” av sexualitetrelaterade produkter, ”mainstreaming” av onani, eller ”pornografisering” av kulturen har konsumtionen inom sexbutikens väggar placerats i en kontext av kulturell normalitet.5 1 ”Club Kino”, reklampamflett ur Kungliga Bibliotekets samling av okatalogiserat vardagstryck (2000). 2 ”Fun Factory lanserar nu uppladdningsbara sexleksaker!”, nyhetsbrev från Kino Shop, 23/11 (2009). 3 Louise Crewe & Amber Martin, “Sex and the city: Branding, gender and the commodification of sex consumption in contemporary retailing”, Urban Studies 54 (2017), s. 582f. 4 Amber Martin, ”Plastic fantastic? Problematising post-feminism in erotic retailing in England”, Gender, Place & Culture 23 (2016), ss. 1421-1424. 5 De två första begreppen är från Jane Juffer (1998) citerade i Clarissa Smith, ”Designed for pleasure: Style, indulgence and accessorized sex”, European Journal of Cultural Studies 10 (2007) ss. 168 & 173; och det tredje 2 I detta fokus på att observera förändringen som skett har tidigare forskning missat till vilken utsträckning det äldre lever kvar. Sexbutikens nutid bygger på att distansera sig från sin dåtid, till den grad att den traditionella butikens utveckling förbisetts till förmån för den nya kvinnoinriktade. Denna uppsats avser att betrakta sexbutiken Kino Shops nya form från och med 2009 mot en bakgrund av vad det tidigare varit. För sexbutiken och dess tillhörande konsumtion presenterar en rad inneboende dikotomier: otillåtet mot tillåtet, manligt mot kvinnligt och traditionellt mot nytt. Detta kan i sin tur förstås som konstruktioner av genus, klass och sexualitet. Genom att betrakta sexbutikens förändring som ett diskursivt och ideologiskt försök att markera emot svårförenliga motsatser, hoppas denna uppsats visa på det intressanta i denna specifika del av senmodern konsumtionskultur. Samt hur aspekter av genus, klass och sexualitet används för att konstruera den. Syfte & Frågeställning Konsumtion är en viktig del av senmodern kultur i att det erbjuder möjligheten att skapa mening individuellt
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