Soap,pin‐up and burlesque: Commercialization and femininity in Danish television

The article takes a close look at the performance and mise‐en‐scène of some new young Danish television hostesses in relation to commercialization and deregulation of television. It is observed that the female hosts not only incarnate visual pleasure as sexual objects and emotive images, but also personify extravagance and visualize abstract ideas. Thus female hosts are of vital importance in deregulated television, which is based on form and style and the ability to catch the eye. It is further observed that the hostesses perform in a detached and ironic mode. Their various pastiches on female stereotypes and their ambiguous playing with surface identify the new hostesses with the postmodern masquerade of the media. Postmodern television provides a space where some female performers can transcend the norms and turn the conventional image of women inside out.