What are the Main Points?
I mentioned at the beginning of this week, that a couple of the readings would be a bit dense. I had Giulianoti's and Garvey's essays in mind when I said this. So let me break down a couple of the main points here. First, Garvey argues that "the discourse of consumption constituted by the advertising, articles, and fiction within the developing mass-market magazine of the 1890s subsumed both feminist and conservative views in the interest of sales" (66-67). What does this mean in plain English? Well, she's basically arguing that bicycle manufacturers were stuck between two ideologies: a feminist idea that bicycles could liberate women and a conservative idea that bicycles were dangerous for women. Instead of choosing sides, advertisers chose to "reframe" problems as potential, social benefits.