Gender Performance through Consumption in Soviet and Post-Soviet Culture: A Comparison of TV Series Petraičių šeimoje and Giminės

Abstract

This article examines how the first Lithuanian Soviet TV series, Petraičių šeimoje (en. In the Petraičiai Family), and the first post-Soviet series, Giminės (en. Relatives), portray the gender of their characters through their consumption practices. In both series, femininity and masculinity are examined through three prominent spheres of consumption – space, culture, and harmful habits – in an attempt to explore how the gender roles differed and evolved across different periods of time. The research has revealed that, although gender roles in Petraičių šeimoje and Giminės remained fairly constant, they were not identical. The differences observed illustrate how historical periods shape social norms. Petraičių šeimoje and Giminės also highlight the evolving behaviors and habits of both genders, through which, shifting societal attitudes toward acceptable femininity and masculinity become apparent.