Jo Paoletti is an Associate Professor in the American Studies Department at the University of Maryland. With degrees in apparel design and textiles from Syracuse University, the University of Rhode Island and the University of Maryland, she has concentrated most of her research on two main questions:

• How does consumer culture shape identity?
  

• How does "identity work" influence consumer culture?

This work began with her 1980 dissertation, Changes in the masculine image in the United States, 1880-1910, and continues through her 2012 book, Pink and Blue: Telling the Boys from the Girls in America. Paoletti's work incorporates consumer studies, cultural studies and material culture, drawing on primary sources ranging from cartoons and paper dolls to vintage clothing and baby books.