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Zayer's research is intended to show how gender identity and tensions influence consumption while consumption in turn influences gender identity and tensions. Zayer intends to show that while consumption is adopted as a means to alleviate gender tension, that very consumption can also create gender tension. Zayer does this through analyzing characters and character actions in two HBO programs, Sex in the City and Entourage. Zayer intends to prove that through this research that there is an intersection between "contemporary discourses of gender and consumption."
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