This article follows recent calls to take the study of gender construction beyond the affluent cultural contexts of Northern America and Western Europe. The article examines the negotiation and representation of gender in the Mexican telenovela Rebelde. The study analyses the identity positions and tensions in the cultural product as well as analyzing consumer interpretive strategies to negotiate countervailing gender ideals. The article analyses how processes of market place transition and the negotiation of gender are handled by navigating between countervailing cultural meanings of tradition and modernity, conformity and rebellion, in glocalized forms.
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