The purpose of this research is to analyse how gender is ‘done’, represented and reproduced in a Peruvian baby shower ritual. The study is situated geographically in the urban Andean setting of Cusco, and theoretically, in a feminist framework combining an ethnomethodological ‘doing gender’ perspective, anchored in social interactions, with a linguistic performativity approach, as formulated by Judith Butler. In the latter, gender is understood as performed through discursive practices of iterability. The ethnographic material, collected from two baby showers and additional interviews, demonstrate several ways and sites in which gender is done and performed in the Cusqeanean baby shower. This occurs, for instance, by the means of gendered gifts, decorations and performances of gender-crossing and hyperbolised displays of masculinity, femininity and sexuality.             Furthermore, to help make sense of the notions of prenatal gender, as well as the strictly gendered cultural norms for invitation cards, decoration and gift-making, which made me unknowingly brake conventions when bringing gender-neutral wooden toys to a Peruvian baby shower, I draw on theorisation of fetal personhood. Adapting van Gennep’s (2004[1909]) concept, I propose that the baby shower could be conceptualised as a rite of passage, in which the unborn transcends from the state of fetus to a gendered baby. The acts of naming and attributing gender in the baby shower ritual, I argue, are requisites for incorporating the child into the society, as family members and, ultimately, as human beings. The baby shower can, thus, be regarded a crucial site for the ‘social birth’ of the Cusqueanean baby.

Rock-a-Buy Baby: Consumerism by New, First-Time Mothers, is the first known sociological exploration of need-based consumption for babies, despite the baby gear industry being a $6-billion-dollar business (whattoexpect.com). Data stemmed from qualitative, semistructured interviews with new, first-time mothers (3 months – 1 year postpartum) conducted within participants‘ households. The insights gained from the present study tell us a great deal about the ―needs‖ that predominantly white, middle-class mothers socially constructed in anticipation of their first child, and the consumptive behaviors used to accomplish these "needs." Respondents had turned to similar resources (other mothers, online forums, consumer reports, books, magazines, etc.) to help them construct ―need‖ and formulate decisions among commodities. Provided they were relying on comparable, if not overlapping, bodies of knowledge, mothers‘ narratives about consumer ―need‖ were often congruent. Additionally, the ways expectant mothers accumulated items are ritualized and made tradition. The baby shower and gift registration process (which all of my respondents participated in to some variation) are social constructions; these practices, which are so strongly tied to consumption, also constituted reality for mothers, and inevitably, their babies.