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Creating New Women Image: Post-Feminist Discourse and Audience Meaning Production in Social Media Femvertising
WANG Tian, TAN Tianhui
Chinese Journal of Journalism & Communication ›› 2023, Vol. 45 ›› Issue (9) : 48-70.
PDF(1628 KB)
PDF(1628 KB)
Creating New Women Image: Post-Feminist Discourse and Audience Meaning Production in Social Media Femvertising
Social media has driven the worldwide spread of femvertising. While achieving great monetization benefits, femvertising has also been criticized for its post-feminist discourse, which may worsen gender inequality. Focusing on femvertising practices in Weibo, the paper uses thematic analysis and semantic network analysis to investigate post-feminist discourses in advertising, as well as audience responses to post-feminist discourses and meaning production. It is found that the confidence culture discourse and the positive mentality discourse are largely echoed. “Empowerment” is constructed as the process of individual “realizing beauty”, and the self-discipline of “confidence” and “positive mentality” is regarded as the key way of “empowerment”. Consumption is also given a “rewarding” meaning to advertisers. Finally, the paper introduces the theoretical perspective of Marxist feminism, examines the unequal economic relations and ideology reflected by post-feminist discourse, and explores the “true empowerment” approach of femvertising.
post-feminist discourse / thematic analysis / semantic network analysis / Marxist feminism / social media
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