Rozita Dimova
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Transgressing realities
Desire and the border in the southern Balkans
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This chapter examines the productive aspect of borders in the realm of the border hotel-casinos and beauty consumption practices in the Balkan region. For the regular gamers visiting the casinos on the Macedonian side of the border, the gaming universe opens up a possibility for trespassing on the rigid class boundaries that lock people into seemingly fixed subject positions determined by their rural background in northern Greece. Financial superiority entitles gamers to demand special treatment by the hotel-casino employees. Thus the desire to gamble becomes more than an addiction: it is an escape from the everyday, as crossing a border to gamble involves a creation of another reality and allowing the gamers to create their new selves. For the urban consumers from Thessaloniki, the border also offers the possibility of maintaining beauty practices such as cosmetic and hair-dressing services that are too expensive and unaffordable in Greece. The proximity of the border and the possibility to visit beauty parlours in Gevgelija enables these women to reinstate their sense of femininity and middle-class position; crossing the border makes them feel like women, which raises the question of the effect of the border on the notion of gender. Arguably, the crossing of a border affects the way desires intersect with other consumer aspects such as acquiring the luxury, comfort or status markers necessary for maintaining certain ethnically and class-marked modes of being a `real` woman.

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Borders of desire

Gender and sexuality at the eastern borders of Europe

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