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Femininity, neoliberalism and popular culture: the depolitization of feminism

This thesis intends to analyze the logics of representation of contemporary femininity in the popular imagery that has instrumentalized feminism. Such is the case of the transmedia narrative The Twilight Saga, the cultural franchise of 50 Shades of Grey, and TV fiction Girls. All of these cultural products have earned an important position in contemporary cultural consumption, invite a form of cultural participation closely linked to the consumer industry, and propose female ideals characterized by a strong sentiment of freedom of choice. However, these ideals are inserted within an androcentric, heteronormative discourse that redirects femininity toward a traditional narrative order. In my analysis we will point out how, under the illusion of a free and autonomous social participation, a meritocratic system of social regulation where feminist criticism stands out as redundant is legitimized. I analyze how the neoliberal economic and socio-cultural project, which develops the idea of an (allegedly) democratic society, promotes the illusion that women enjoy a high social participation and visibility from which they can construct their cultural identity, celebrating feelings of freedom, choice, and female empowerment.

Universitat de Girona

Other contributions: Universitat de Girona. Departament de Filologia i Comunicació
Author: Esquirol, Meritxell
Date: 2015 January 30
Abstract: This thesis intends to analyze the logics of representation of contemporary femininity in the popular imagery that has instrumentalized feminism. Such is the case of the transmedia narrative The Twilight Saga, the cultural franchise of 50 Shades of Grey, and TV fiction Girls. All of these cultural products have earned an important position in contemporary cultural consumption, invite a form of cultural participation closely linked to the consumer industry, and propose female ideals characterized by a strong sentiment of freedom of choice. However, these ideals are inserted within an androcentric, heteronormative discourse that redirects femininity toward a traditional narrative order. In my analysis we will point out how, under the illusion of a free and autonomous social participation, a meritocratic system of social regulation where feminist criticism stands out as redundant is legitimized. I analyze how the neoliberal economic and socio-cultural project, which develops the idea of an (allegedly) democratic society, promotes the illusion that women enjoy a high social participation and visibility from which they can construct their cultural identity, celebrating feelings of freedom, choice, and female empowerment.
Format: application/pdf
Other identifiers: Gi. 278-2015
http://hdl.handle.net/10803/285781
Document access: http://hdl.handle.net/10256/10079
Language: spa
eng
Publisher: Universitat de Girona
Rights: ADVERTIMENT. L’accés als continguts d’aquesta tesi doctoral i la seva utilització ha de respectar els drets de la persona autora. Pot ser utilitzada per a consulta o estudi personal, així com en activitats o materials d’investigació i docència en els termes establerts a l’art. 32 del Text Refós de la Llei de Propietat Intel·lectual (RDL 1/1996). Per altres utilitzacions es requereix l’autorització prèvia i expressa de la persona autora. En qualsevol cas, en la utilització dels seus continguts caldrà indicar de forma clara el nom i cognoms de la persona autora i el títol de la tesi doctoral. No s’autoritza la seva reproducció o altres formes d’explotació efectuades amb finalitats de lucre ni la seva comunicació pública des d’un lloc aliè al servei TDX. Tampoc s’autoritza la presentació del seu contingut en una finestra o marc aliè a TDX (framing). Aquesta reserva de drets afecta tant als continguts de la tesi com als seus resums i índexs
Subject: Feminismo
Feminism
Feminisme
Neoliberalismo
Neoliberalism
Neoliberalisme
Cultura popular
Popular culture
Consumo cultural
Cultural consumption
Consum cultural
00 - Ciència i coneixement. Investigació. Cultura. Humanitats
30 - Teories i metodologia en les ciències socials. Sociografia. Estudis de gènere
316 - Sociologia. Comunicació
Title: Femininity, neoliberalism and popular culture: the depolitization of feminism
Type: info:eu-repo/semantics/doctoralThesis
Repository: DUGiDocs

Subjects

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