Presentation on theme: "A Happy Marriage between Feminism & Consumer Culture?"— Presentation transcript:
A Happy Marriage between Feminism & Consumer Culture?
Post-Feminism as Sensibility, Rosalind Gill Post-Feminist media culture asking “what is distinctive about contemporary articulations of gender in the media”? 148
It is contradictory, an “entanglement” of both feminist and antifeminist themes Gill identifies several themes that characterize the postfeminist sensibility
1. Femininity is a Bodily Property
Images of Women in Sport
“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
Emphasis on Self-Surveillance, Monitoring, and Discipline
Focus on Individualism, Choice, and Empowerment
Dominance of a Make-Over Paradigm
How does this compare?
The Self as a Work in Progress
Resurgence of the Ideas of Natural Sexual Difference
Marked Sexualization of Culture
Emphasis on Consumerism and the Commodification of Difference
Elision of Inequalities Of “race” and ethnicity, class, age, sexuality, and disability, as well as gender Where is difference?
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.
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.
Compare to U by Kotex Campaign “Apology” http://www.youtube.co m/watch?v=FRf35wCmz Ww http://www.youtube.co m/watch?v=FRf35wCmz Ww “Help Me Choose” http://www.youtube.co m/watch?v=n09SejxpcF A http://www.youtube.co m/watch?v=n09SejxpcF A
The “Post-Race” Paradigm? will.i.am http://www.youtube.co m/watch?v=jjXyqcx- mYY http://www.youtube.co m/watch?v=jjXyqcx- mYY
The Problem with Axe Dark Temptation (2008)? http://www.y outube.com/ watch?v=Fgfz dgWgEZ4 http://www.y outube.com/ watch?v=Fgfz dgWgEZ4