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A Happy Marriage between Feminism & Consumer Culture?

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Presentation on theme: "A Happy Marriage between Feminism & Consumer Culture?"— Presentation transcript:

1 A Happy Marriage between Feminism & Consumer Culture?

2 Post-Feminism as Sensibility, Rosalind Gill Post-Feminist media culture asking “what is distinctive about contemporary articulations of gender in the media”? 148

3 It is contradictory, an “entanglement” of both feminist and antifeminist themes Gill identifies several themes that characterize the postfeminist sensibility

4 1. Femininity is a Bodily Property

5 Images of Women in Sport

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10 “While the strong, muscular, fit bodies of the Olympic women arguably offer a refreshing alternative to the constant stream of emaciated bodies we see in popular media, I argue that we also need to be cautious with claims that these ‘real’ bodies offer a radical and empowering template for young women.” Kim, celebyouth.org Olympic Athlete Victoria Pendleton

11 How does that compare?

12 How about this?

13 Shift from Objectification to Subjectification

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15 Diet Coke, “Gardener” m/watch?v=PwYCvTpY MCA m/watch?v=PwYCvTpY MCA

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17 Emphasis on Self-Surveillance, Monitoring, and Discipline

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21 Focus on Individualism, Choice, and Empowerment

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24 Dominance of a Make-Over Paradigm

25 Biggest Loser

26 How does this compare?

27 The Self as a Work in Progress

28 Resurgence of the Ideas of Natural Sexual Difference

29 Marked Sexualization of Culture

30 Emphasis on Consumerism and the Commodification of Difference

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32 Elision of Inequalities Of “race” and ethnicity, class, age, sexuality, and disability, as well as gender Where is difference?

33 The Post-Feminist as Character in Neoliberal Fantasy? “[I]t is clear that the autonomous, calculating, self- regulating subject of neoliberalism bears a strong resemblance to the active, freely choosing, self- inventing subject of post-feminism” 164.

34 What is Neoliberalism? Rule of the market; Cutting public expenditure on social services; Reregulation; Privatization; Individualization instead of community and “public good”; Consumption is a practice of self-formation.

35 Evolution: utube.com/wa tch?v=IHqzlxG GJFo utube.com/wa tch?v=IHqzlxG GJFo “A Girl’s Self- Esteem”: utube.com/wa tch?v=4ytjTNX 9cg0 utube.com/wa tch?v=4ytjTNX 9cg0 “Real Beauty Photoshop Action” utube.com/wa tch?v=blVigHR 0y3o utube.com/wa tch?v=blVigHR 0y3o

36 Compare to U by Kotex Campaign “Apology” m/watch?v=FRf35wCmz Ww m/watch?v=FRf35wCmz Ww “Help Me Choose” m/watch?v=n09SejxpcF A m/watch?v=n09SejxpcF A

37 The “Post-Race” Paradigm? will.i.am m/watch?v=jjXyqcx- mYY m/watch?v=jjXyqcx- mYY

38 The Problem with Axe Dark Temptation (2008)? outube.com/ watch?v=Fgfz dgWgEZ4 outube.com/ watch?v=Fgfz dgWgEZ4

39 “I Need Feminism Because…”

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