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To cite this article: Nelson J. Moe (1990) Production and Its Others: Gramsci's “Sexual
Question”, Rethinking Marxism: A Journal of Economics, Culture & Society, 3:3-4,
218-237
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Rethinking MARXISM Volume 3, Numbers 3-4 (Fall-Winter 1990)
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Nelson J. Moe
Over the past three decades the writings of Antonio Gramsci have come to
form an integral part of the discourse of leftist cultural analysis in Great
Britain and the United States. The appearance of substantial portions of his
Quaderni del carcere in English in 1971 helped to inaugurate a new epoch of
cultural criticism in these countries which continues to this day. Certainly the
role of Louis Althusser-who followed Gramsci’s example in exploring
“civil society”1-was fundamental in directing attention to the realm of ide-
ology. But it was Gramsci who had already raised and discussed many of the
issues that became key ones for cultural studies in the seventies and eighties:
the status of popular culture and its relation to “high” culture, the political
role of the intellectual, the question of hegemony as a form of power based
not on domination but consent. It was in fact Gramsci who elaborated the
concept of “cultural politics,”2 destined, in its infinite variations (the politics
of “theory,” of “style,” of “history,” etc.), to become the title of choice for
publications in the eighties and, in a sense, the slogan of an entire critical
generation.
During these same decades another critical discourse has come into being,
one of no less significance for the political analysis of culture. Feminist cnt-
icism-a term I use in the most general sense to indicate a vast and
heterogeneous group of writings-has emphasized the gender of political
subjects, investigated human sexuality as a sphere of power relations, and
Gramsci’s “Sexual Question ’I 219
1. See Althusser (1984, 16): “To my knowledge, Gramsci is the only one who went any
distance in the road I am taking. He had the ‘remarkable’ idea that the State could not be
reduced to the (Repressive) State Apparatus, but included, as he put it, a certain number of
institutions from ‘civil society’ : the Church, the Schools, the trade unions, etc.
Unfortunately, Gramsci did not systematize his intuitions, which remained in a state of
acute but fragmentary notes.”
2. See, for example, Gramsci (1975, 2193; 1985, 122). When an English translation
exists for a citation of Gramsci’s I will include the date and page number of the English
edition after those of the Italian edition, as in the preceding example.
3. Anne Showstack Sassoon’s reflection on her attempt to connect feminist analysis and
Gramscian thought is indicative of this lacking encounter between the two approaches:
“Although it was possible to relate the work I had done on the Italian Marxist, Antonio
Gramsci, to the debate which was taking place about the state and about ideology, it was
far from obvious to see how one could think about women from a Gramscian perspective”
(1987, 16). She continues: “Did his approach, his categories, have anything to offer a
feminist analysis? The answer was ‘yes,’ if he is understood properly” (19). My question
in this essay is somewhat different from hers. I do not so much endeavor to assess the use-
fulness of Gramscian categories for feminist analysis, as to examine the ways in which the
questions of sexuality, sexual difference, and “woman” function within his thought.
220 Moe
and feminist approaches to the politics of culture might productively feed off
one another, the task at hand involves a careful reading of the Gramscian
text, the “reconnaissance” that is the prerequisite for any future “war of
position.”4
Even before approaching this specific text, however, one factor in the
dialogue manque‘ between Gramsci and feminism must be mentioned, that is,
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4. Though, in my view, we have just begun to explore the possible graftings between
Gramsci and feminist thought, there have already been a few significant contributions to
this line of inquiry. Besides the work of Anne Showstack Sassoon, I would mention that
of Emma Fattorini, Teresa de Laurentis (who takes as her point of departure Adele
Carnbria’s “Nonostante Gramsci”), and Claudia Mancina. In her essay “Teoria dell’identith
e questione femminile,” Mancina convincingly argues for the potential utility of Gramsci’s
reflections on “conformism” “to those today-and, among these, first of all women-who
are seeking to understand and possibly govern, the processes of identity transformation”
(1987a, 193).
5. On the question of Gramsci’s relationship to psychoanalysis, see Stone (1984); see
also Mancina (1987b) for a consideration of the relationship between psychoanalysis and
Gramsci’s concept of “conformism.”
Gramsci‘s “Sexual Question” 221
Some aspects of the sexual question. Obsession with the sexual question
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Gramsci sets out upon his most elaborate discussion of the “sexual
question” in the Quaderni with this incipit, one that does a good deal more
than inform the reader of the subject to be discussed. This simple heading
marks out the beginning and end of Gramsci’s discussion of the question. For
though this passage is drafted twice by Gramsci, in notebooks 1 and 22-thus
suggesting that it was an issue that concerned him throughout his years of
prison writing-its concerns do not branch out into other areas, feed into
other arguments, in the way so many of his other discussions do. The “sexual
question” spills over, at most, into a few other areas of Americanism and
Fordism, and is absent from all but a few of Gramsci’s other texts: of the fif-
teen entries indexed under “la questione sessuale” in the Einaudi critical
edition, only two lie outside Americanism and Fordism. The second part of
this heading, “Obsession with the sexual question and dangers of that obses-
sion,” takes this rhetorical act of containment a step further. With this phrase
Gramsci adds a connotation to the previous denotative statement. The “sexual
question” is not just any question: it is an instance of obsession and a’unger.
Just why the sexual question in Gramsci’s view of it is obsessional and
dangerous is obviously bound up with what he intends by the term “sexual,”
something that his exposition in “Some aspects” makes only partially clear.
Turning for further elucidation to the 1917 theater review titled “In the
beginning was sex,” we can surmise that for Gramsci sexuality is not, or
should not be, something that invests the human subject in its entirety. It is
rather regional, conceived as one “element” of the subject. Gramsci thus
employs “sexual” in a restricted, non-Freudian sense to mean “sex” and the
“sexual instinct.” And with this compartmentalization the sexual tends to be
set up in opposition to intelligence and logic and associated, as we shall see
below, with “animality” and “bestiality.”7
6. Gramsci (1975, 2147; 1971, 294). For an annotated edition of this notebook I refer
the reader to Gramsci (1978).
7. In this review of a performance by the actress Lyda Borelli, Gramsci inveighs against
those individuals (women apparently) in whom “the sexual ‘element’ has so over-
whelmed...all the other atmbutes, all the other possibilities, that it becomes a kind of
222 Moe
seductive magic” (1982,875). He concludes: “Man has worked tremendously to reduce the
sexual ‘element’ to its proper limits. To let it expand again to the detriment of the intellect is
proof of bestialization, certainly not of spiritual elevation.”
Gramsci’s “Sexual Question” 223
thematic cohesion. And yet, even the most focused notebooks are still,
notebooks-and the movement from section to section is not hierarchical and
subordinate.
The point I want to make here, however, is that this paratactic structure of
discourse is not limited to the rhetorical cornices separating sections from
one another, but that this tends to be the mode of argumentative progression
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8. One has the suspicion moreover that the disjunctive character of this specific text is not
unrelated to the “obcessional” and “dangerous” quality of the subject matter under consid-
eration, and that Gramsci’s remarks in “In the beginning was sex” may, in fact, describe
the reader’s experience of Gramsci’s “Some aspects of the sexual question”: “Given as pre-
supposed a certain fact, you would expect another to occur which would be the logical
consequence of the first one. You see instead that this doesn’t happen, and that other,
nonlogical ones occur in its place; you see that new forces come into play, elementary,
instinctual forces, imponderable in the calculation of probability” (1982,874).
224 Moe
naled not only by his brief treatment of it in the text but also by his use of a
foreign, English term, set in quotation marks, to describe it. The whole status
of this sporting form is clearly secondary, existing in the form of citation and
reported speech. For, while reproductive sexuality is a “function,” and ana-
lyzed, as we shall see below, in the concrete terms of economics, sporting
sexuality in Gramsci’s summary treatment of it is not so much analyzed as
evoked in terms of the popular conception of it. Echoing his earlier demysti-
fication of the idea of a corrupt, unnatural city and an innocent, natural
countryside, Gramsci cites the two popular proverbs “man is a hunter,
woman a temptress [l’uomo d cacciatore, la donna d tentatrice]” and “who’s
got nothing better, goes to bed with his wife [chi non ha di meglio, va a letto
con la moglie]” in order to show “how widespread the conception of sex as
sport is even in the countryside and in sexual relations between members of
the same class” (1975,2148; 1971,295). Gramsci, then, does not so much tell
us what “sporting” sexuality is as how it is viewed.
What primarily concerns Gramsci, then, is the “economic function of
reproduction”-more than half of “Some aspects of the sexual question” is
devoted to it. From the outset of his treatment of this “aspect” Gramsci
emphasizes the widespread importance of reproduction and its relationship to
the economic-its significance both as a “general fact which concerns the
whole of society in its complexity” and as a “‘molecular’ fact, internal to the
smallest economic aggregations like the family” (1975, 2146; 1971, 295).
Gramsci views the economics of reproduction in terms of the balance of dif-
ferent age groups in society and in the family, and in terms of the way
improvements of hygiene have increased life expectancy, creating, in France,
a void at the economic base which must be filled by immigrant labor. He
notes, moreover, the “anti-economic consequences” of a low urban birth rate
in certain countries where industry must undergo great expenses to train
immigrant labor from the country, a process that, Gramsci writes, “brings
with it a continual mutation of the city’s socio-political composition, thus
continually changing the terrain on which the problem of hegemony is to be
posed” (1975,2149; 1971, 296).
We have thus come, via sexuality, to the crucial issue in Gramscian
thought, the problem of hegemony. But before we can understand the
Gramsci’s “Sexual Question” 225
Gramsci to his bold conclusion at the end of this text, the statement of the
necessity “to create a new sexual ethics which conforms to the new [fordist]
methods of production and work,” the assertion “that the new type of man
required by the rationalization of production and work cannot develop until
the sexual instinct has been suitably regulated and until it too has been
rationalised” (1975,2150; 1971,297).
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class-a politics of the base; he moves from the problem of hegemony to the
“formation of a new female personality,” to a problem of ideology--of self-
image-and finally of legislation.
At both ends then of a discussion of sexuality from which woman is
displaced, woman appears in terms of an “‘aesthetic’ ideal” and a “way of
conceiving oneself.”ll And it is hegemony, approached from the base, that
ushers in the last mention of woman. But woman does not possess full enfran-
chisement to the concept of hegemony. If it is true that hegemony is a concept
that deconstructs the traditional base-superstructure opposition, woman’s
place in the hegemonic seems limited to the superstructure, up there with
sexuality. The type of politics appropriate to her, the only one mentioned
here, is parliamentary-legislative politics, a notably unrevolutionary form.
As Gramsci suggests in another notebook, woman’s historiographical place
is, if not in the home, in the world of custom: “The question of the impor-
tance of women in roman history is similar to that of subaltern groups but
only up to a certain point; ‘sexism [maschilismo]’can only in a certain sense
be compared to class dominion, it has therefore more importance for the
history of social customs than for socio-political history” (1975,2286).
Another way of putting this problem is that Gramsci brings a split
theoretical vision to the prospect of revolutionary social change and woman’s
role in it. He continually reiterates the necessity of making the world of pro-
duction and work “the point of reference for the new world in gestation”
(1975, 863). But he treats the “woman’s question” as a primarily ethico-civil
issue, a question of legislation, and cultural stereotypes. His program for
revolution “rooted within productive life itself’ is thus limited to one half the
political subjects-the male workers. And his professed support for
“woman’s liberation” is, literally, unfounded, without a basis in the daily
work existence of women, unrooted “within productive life itself.” In
“existential” terms, Gramsci staunchly supports woman’s liberation, as his
and, conversely, marks out masculine and feminine via the articulation of
base and superstructure. It seems just as difficult for Gramsci to think gender
outside the framework of production and its Other as it is for him to think
this latter opposition outside the framework of gender.
While it is not possible to cite all the instances of this discursive process in
Gramsci, one passage from Americanism and Fordism sheds further light on
this genderization of production and productivization of gender. In another
section that concerns sexuality, titled “Animality and Industrialism,”
Gramsci describes what he calls various “crises of libertinism,” when the
powerful mechanisms of coercion or repression give way to some form of
profligacy. “But,” he writes, “the crisis does not affect the working masses
except in a superficial manner, or it can affect them indirectly, in that it
depraves their women folk” (1975, 2162; 1971, 299). Here the question of
sexuality, in the guise of historical periods of unbridled passions, serves as
yet another occasion to distinguish between male and female (sexuality), pro-
duction and its Other. Indeed this one sentence lines these terms up
12. This theater review is an essential text for considering Gramsci’s relationship to the
question of sexuality and woman and merits much further critical attention. From this
review it might be argued that Gramsci does ground his views of women’s liberation in
productive life, writing as he does of “proletarian women, women who work, those who
produce more than pieces of new humanity and voluptuous shivers of sexual pleasure”
(1977, 346; 1985, 72). And yet, even in this formulation, production remains strictly
inflected as factory production, production of new goods.
13. While exploring the pitfalls of Gramsci’s ethico-civil articulation of the “woman’s
question,” it is also important to bear in mind the degree to which his approach to the ques-
tion represents a break with the previous economistic Marxist considerations of it. As
Emma Fattorini notes, in introducing the woman’s question as one of female idenrio
“Gramsci goes far beyond the Engelsian framework of The Origin of the Fumify (and its
Marxist derivations) insofar as there is no assimilation between sexual oppression and class
oppression. In Gramsci there is not a theoretical derivation of sexual conflict from class
conflict, quite in contrast to Marxist thought.” Fattorini also cites a related observation of
Franca Pieroni Bortolloti: “It is curious that Gramsci discovers the ‘question’ in the manner
of J. Stuart Mill (slavery as based upon juridical inequality) and not in the manner of
Fourier-Engels-Lenin (slavery as based upon the existence of domestic work)” (Fattorini
1987, 2-3). The strengths of Gramsci’s ethico-civil orientation to the problem have been
suggested by C. Mancina (1987a).
Gramsci’s “SexualQuestion” 229
2
We have seen how at various points in Americanism and Fordism
Gramsci defines production in terms of its female, sexual Other. Insofar as
they were rendered “other,” as they represented an antagonism or
“resistance” to production, the female and s e x u a l a e f i n e d in terms of one
another-took form, were given a form. But alongside this composite Other,
another question arises. For it seems in the nature of others to have an abyssal
structure-if the first term in the relationship, the self-identical subject, is
one, the Other is potentially infinite. The othering process, then, apparently
14. In the section that precedes Animality’ and industrialism,” Gramsci also associates
‘‘I
the “sentimental” with woman and, again, locates the politics appropriate to her in the realm
of legislation: “One should also study the origins of the legislation in the Anglo-Saxon
countries which is so favorable to women in a whole series of questions relating to
‘sentimental’ or pseudosentimental conflicts” (1975,2160; 1971,297-98).
230 Moe
problems to be examined in it are seen as “links of the chain marking the pas-
sage from the old economic individualism to the planned economy.” But it is
not so much the form of economic organization itself that interests Gramsci
as the “problems [arising] from the various forms of resistance to this evolu-
tion encountered by the process of development” (1975,2139; 1971,279). At
the outset of Americanism and Fordism Gramsci thus inscribes the structure
of production and its Other which will be explored through the rest of the
notebook. That is, Fordist production is posited as the unquestioned “process
of development” to which all other areas of the social can at best react, resist.
In the above discussion we took Gramsci, in some sense “literally,” reading
sexuality and woman as the primary others of production. Now we must seek
to articulate that wider sphere of “resistance” which sexuality and woman
metonymically represent.
In section 11 Gramsci examines the question of “the rationalization of
production and work,” which is also the title of that section. Though his ref-
erence point is the sphere of production, what concerns him most is what
happens outside the factory, the “private life” of workers and its relationship
to the sphere of production proper. As this outside is primarily viewed in
terms of resistance to production, he singles out production’s two main
“enemies”: alcohol and sex. He writes:
Someone who works for a wage, with fixed hours, does not have time to
dedicate himself to the pursuit of drink or to sport or evading the law. The
same observation can be made about sexuality. “Womanising” demands too
much “loisirs”. ..It seems clear that the new industrialism wants monogamy:
it wants the man as worker not to squander his nervous energies in the
disorderly and stimulating pursuit of occasional sexual satisfaction. The
employee who goes to work after a night of “excess” is no good for his
work. The exaltation of passion cannot be reconciled with the timed
movements of productive motions connected with the most perfected
automatism (1975,2167; 1971, 304).
exaltation of passion.”
Corresponding to this “excessive” image of sexuality Gramsci posits an
excessive “foisirs.”Just as Gramsci reduces sexuality to excessive debauch-
ery, he reduces leisure to “loisirs.” Which is to say that he conceives of the
sphere outside of work either as an empty reverse of work, a negativity, or as
an “excessive” positivity. In this instance the Italian language itself seems to
contribute to this operation. Lacking the word and concept for leisure, which
is to say a concept of recreational free time with a certain popular diffusion,
Gramsci resorts to the French “foisirs”with a distinctively aristocratic ring.
As with the labeling of sexuality as “sport” in “Some aspects,” Gramsci thus
insinuates through the use of another, foreign tongue that these activities are
not native to the Italian working class, proper to them. Only the parasitic
upper classes can afford leisure, can afford alcohol, can afford sexuality, can,
indeed, afford an unconscious.~sAnd it is the figure of woman that is loaded
with this function, with representing this excessive complex.16
Thus in Americanism and Fordism the conceptualization of production as
factory work which “creates and accumulates new goods” empties a wide
range of other domains of positivity and determinative force-sexuality and
female subjectivity, and the male subject’s off-hours existence, his leisure, as
well. But the list of devaluated domains extends even further. For in these
same pages Gramsci denies full politico-productive status to another eco-
nomic sphere which, in his discussion of “if mister0 di Napofi,” he labels
“intermediary functions”: activities like commerce, trade, and transport
which he sees being favorably reduced in America “to the level of a gen-
uinely subordinate activity of production” (1975, 2145; 1971, 285). Here,
15. See Gramsci’s comment “that the ‘unconscious’ begins only after an income of so
many tens of thousands of lira” (1975, 1833).
16. See also Gramsci’s suggestive remarks on “idle women” and “deluxe mammals” at the
end of Americanism and Fordism (1975, 2169; 1971, 306). Gramsci’s whole discussion
of female sexualization and of woman’s ‘‘prevalentfunction” in the creation of “ever-greater
margins of social passivity” in this passage can be interestingly read alongside the follow-
ing observation by Michel Foucault: “It is worth remembering that the first figure to be
invested by the deployment of sexuality, one of the first to be ‘sexualized,’ was the ‘idle’
woman” (1980, 121).
232 Moe
too, we see the type of exclusion involved in Gramsci’s attempt to specify the
productive, to establish a divide between it and its other (here referred to as
“semi-parasitic”). And we can readily speculate that one of the main pitfalls
of this process of discrimination is that in setting restrictions on what is
viewed as productive it restricts as well one’s vision of the field of hege-
monic, and counter-hegemonic, politics: “Hegemony [under Fordism] is born
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in the factory and requires for its existence only a minute quantity of profes-
sional, political and ideological intermediaries” (1975,2146; 1971,285).
This concludes the series of production’s primary “others” in
Americanism and Fordism, those categories that figure negatively in his map
of politico-economic effectivity in that text. I think it important, however, to
note one category that Gramsci doesn’t treat, but that can be seen as inti-
mately related to the questions considered thus far: that of domestic work. By
restricting the full valorization of work to factory work “which produces
new goods,” Gramsci also precludes the recognition of the work that pri-
marily women perform in the domestic sphere: raising children, managing
and maintaining a household, administering consumption. This nonvaluation
of domestic work has numerous implications for the theorization of produc-
tion in general. It excludes from the purview of production not only the
productionheproduction of social subjects but also the administration of con-
sumption over which women have traditionally presided and which makes
possible the ever-increasing levels of consumption that are the necessary
condition for the fordist regime.17 And, as with his undervaluation of
“intermediary functions,” by not conceiving of labor in the domestic sphere
as a form of production and by not attending to the nexus amongst domestic
work, consumption, and “production,” Gramsci neglects the politics of that
sphere and the possibilities for political mobilization within it.
17. In his “Consumption and the Concept of the Household,” John Kenneth Galbraith
argues that in the modern era “the conversion of women into a crypto-servant class was an
economic accomplishment of the first importance.. .critical for the expansion of consump-
tion in the modem economy.” That is, “if it were not for this service [the unpaid labor of
women in administering consumption, which is not valued in national income or product],
all forms of household consumption would be limited by the time required to manage such
consumption-to select, transport, prepare, repair, maintain, clean, service, store, protect
and otherwise perform the tasks that are associated with the consumption of goods” (1973,
33). In other words, without unpaid women’s work, the possibility of increasing con-
sumption would be severely limited. Fordism, understood as a historically specific
“articulation between process of production and mode of consumption” (Aglietta) would be
jammed.
Gramsci’s “Sexual Question” 233
3
I have been arguing that, in Americanism and Fordism, Gramsci
articulates a heterogeneous ensemble of categories (“sexuality,” “woman,”
“loisirs,” “intermediary functions,” and, implicitly, the domestic sphere)
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which exist in some form of resistance to the primary site of economics and
politics, production within the factory. I have suggested moreover that this
exclusion of the nonproductive, this rendering of production’s “others,” not
only significantly affects Gramsci’s definition of production but conditions
the forms of politics that can be implicitly derived from it as well. In the
concluding section of this essay I wish to shift perspective from Gramsci’s
texts to the contemporary scene, from the Gramscian grid of “production and
its others” to the configuration of these five categories in the present. By
turning to the present I wish, first, to offer some idea of the socio-critical
matrix out of which my interpretation of Gramsci in this essay has taken
form. But secondly, and more importantly, I thus hope to offer evidence of
the urgent need for an encounter between Gramsci and feminism, or, more
precisely, for a critical approach which, taking form out of an exchange
between the discourses of Gramsci and feminism, would engage with the
productivity of the categories of “sexuality,” “woman,” “loisirs,” the
“intermediary,” and the domestic in the West today.
In the fifty-odd years since Gramsci’s death, questions related to these five
categories have assumed ever greater significance within diverse fields of
intellectual inquiry. The ascendency of these categories in critical discourse
is no doubt related to the increased importance of the subjects, domains, and
activities indicated by them within society itself. To cite just some of the most
relevant examples, since World War I1 the West (or “Euramerica”) has wit-
nessed the massive expansion of “intermediary functions” (the so-called
service sector, telecommunications, the mass media, transport), the rise (and
fall) of the welfare state, the massive entrance of women into the “official”
(extra-domestic) work force, and the emergence of sexual politics as one of
the key sites of politics in general (e.g., the issue of abortion in the United
States).
Given women’s particular relationship to these transformations, it is
hardly surprising that feminism has had much to say about problems associ-
ated with sexuality, the female condition, leisure, “intermediary” economic
activities, and the domestic sphere, often in relation to each other. Having
been the figures for and subjects of those categories conceptualized as non-
productive for so long, women have had a privileged perspective from which
234 Moe
models used to analyze social reality has articulated itself in the most diverse
forms of intellectual production. The particular critical approach I wish to
outline here is that which endeavors to investigate the social processes and
mechanisms through which the subject is “gendered” and desire formed, and
to explore the specific sites where these processes of desire formation and
subject constitution take place.18 What distinguishes such investigations from
the greater part of previous work on ideology and situates them within the
parameters of the contemporary moment is that they do not conceive of
“ideology” and “culture” as secondary or supplemental to the “hard” world
of production but rather as integral elements of the productive process itself.
They take stock of the unprecedented symbiosis that has been achieved in
recent decades between commodity production on the one hand and the
spheres of the aesthetic, the cultural, and representation on the other. They
recognize that such activities as the design, styling, marketing, advertising,
and distribution of the product can no longer be viewed as posterior to the
product “itself” but rather as integral stages in its production. Conversely,
there is no cultural, aesthetic, or “leisure” activity that escapes the market and
its commodification of human experience. “Loisirs” has been swallowed up
in the market of leisure; orium assimilated to negorium.
Though the aetiology of this recent historical condition, seen by many as
“postmodem,” is complex, surely one of its main “causes” is the revolution in
the mass media and telecommunications. Of course, in narrowing down this
discussion of sexuality, the female condition, leisure, “intermediary” eco-
nomic activities, and the domestic sphere to the question of media I do not
wish to imply that the subjects, processes, and domains indicated by these five
categories have become “hyperreal” or “simulacral” 5 la Baudrillard, or that
the media provide the only perspective from which to view them. At the same
time it must be acknowledged that in recent decades these five areas have
been transformed by the media in some unprecedented way, and that for too
long the Left has ignored this terrain and left it to corporate market
18. The work of critics like Laura Mulvey, Tania Modleski, and Teresa de Lauretis in the
area of media studies offers an approximate idea of the kind of feminist critical perspectiveI
am describing here. I would add, however, that the approach outlined here is only in part a
descriptionof work already done; it is equally a proposal for future areas of investigation.
Gramsci‘s “Sexual Question” 235
researchers to study (which they have done with the utmost diligence and
profit). A key aspect of the critical approach I am outlining therefore
involves the vigorous scrutiny of the effects of the media upon these five
areas and upon their role in contemporary processes of production.
Let us take, for example, the case of television advertising. We can begin
to appreciate the crucial political interest of television advertising when we
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19. Corporations know full well that the television screen is the quickest way to the hearts
and minds of the consumer. According to the Nielson Ratings for 1987-88, the average
American household had its television turned on for an average of seven hours per day
(Television Advertising Bureau 1989, 3). Worth quoting along with this figure is the
Bureau’s estimate that, in 1990, there will be two television sets for every household in
America, and that 98.2 percent of households will have a television.
20. Cf. Paul Smith’s description of “a context in which capital’s claims for the legitimation
of contemporary social and economic structures are made largely at the level of the
consumer, who is never the consumer of just a commodity but equally of the commodity’s
text and ideology.. .the commodity-text far exceeds the mere function of advertizing the
commodity and instead legitimates both it and its underlying mode of production” (1989,
139).
236 Moe
and pleasure at work in the subject’s experience of the media, all viewed
within the more general context of herhis daily and domestic existence.
Such a critical orientation would offer little hope for leftist political
strategy if its operating hypothesis weren’t that, while the subject is ideologi-
cally inscribed (or, to say it with Althusser, “interpellated”) by and
materially situated within the media-saturated structures of late capitalist
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