Using the Doing Gender Theory to analyze gender differences in emotional consumption: A case study of intimacy course

Abstract

With the continuous growth of spiritual demand, the field of emotional consumption gradually occupies a certain share of the market, and it is obvious that men and women have different consumption tendencies in it. This paper analyzes the gender differences in the field of emotional consumption (especially intimate relationship courses) based on the doing gender theory, mainly uses in-depth interviews to collect data and conduct research, understand the various situations of consumers and providers of such intimate relationship courses, understand how they operate and expand their influence, and finally finds that the essence of such intimate relationship courses is the externalization of traditional gender concepts in society, and uses them to recruit students, design courses, and deepen gender stereotypes.