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The term sex denotes a huge variety of phenomena. One powerful semantic practice relates the term to the anatomical and physiological differences that refer to male or female physical bodies, contrasting with gender, which is regarded as socially constructed. A second meaning is gained by turning to the use in everyday language of “having sex,” with a range from masturbation to marital sexual intercourse and from hetero- to homosexual activities; here, sex might often appear as opposed to love or romance. A third bunch of meanings can be found in combinations of sex with other words, as in sex appeal, sex bomb, sex abuse, sex industry, sex sells, among others. The history of the term sex alone might reveal a process of compartmentalization and rigidification of one aspect, which, in its “purity,” seems to be quite new in the history of mankind. A discussion of sex and its place in contemporary consumer culture, therefore, has to decide on which aspects to put the emphasis. This entry concentrates on two: first, it treats the development of Western codes regulating sexual behavior (courting, mating, range of sexual techniques) from the comparatively repressive society at the end of the nineteenth century to the—again comparatively—liberated Westernized world at the turn of the millennium; second, it concentrates on the aspect of commercialization and mediatization of sexuality as a companion to the development of a consumer culture, including the impact of the shift toward a “consuming body.”

Sex and the Rise of a Permissive Society

Since the 1960s, social historians dealing with the psychohistory of the family, childhood, and sexuality have provided a number of partly or completely conflicting interpretations of the past. According to Lawrence Stone, the sixteenth century brought the rise of a new English bourgeois family ideal following the principle of “affective individualism” with a more egalitarian partnership between the sexes. For Philippe Ariès, the ideal of romantic love as the marital basis for the invention of childhood developed in the bourgeoisie of the eighteenth century. In Michel Foucault's view, early modernity was the formative age for the disciplined body, but in The History of Sexuality he also drew a different picture—one of the simultaneity of repressive practices and liberalizing discourses. Peter Gay contradicted what he regarded as a simplified myth of bourgeois puritanism steering the sex life of people in the nineteenth century. Norbert Elias's model of a relatively unchecked, spontaneous joy of dominance and male sexual satisfaction at the expense of socially weaker women in a society characterized by an uneven power balance between warlords and peasants denominates the “wild,” barbarian point of departure in the High Middle Ages. “Civilizing” means, in his account, that the power of these feudal lords met at medieval courts the even higher power of princes and kings, or the equal strength of peers and high-positioned women against whom they had to restrain their once spontaneous affects. The relationship between the knightly minstrel and the high-ranking, married lady gave, for the first time in the history of European upper classes, birth to the model of “romantic love.” In Elias's model, therefore, inhibition and refinement of manners go hand in hand. But how does it apply to twentieth-century liberalization? The Dutch sociologist Cas Wouters, in collaboration with Elias, coined the term informalization for this new process. Its central formula is the “controlled de-controlling of emotions,” gained from an extensive analysis of manners books in four Western societies (Dutch, German, English, and U.S.-American) and over a whole century (Wouters 2004).

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