Post Feminism and popular culture

http://weblearn.ox.ac.uk/site/human/women/students/biblio/historiog/McRobbie%20-%20postfeminism.pdf

Post Feminism and popular culture - Sex and The City

"The new young women are confident enough to declare their anxieties about possible failure in regard to finding a husband, they avoid any aggressive or overtly traditional men, and they brazenly enjoy their sexuality, without fear of the sexual double standard".

"the degree of suffering or shame they anticipate in the absence of finding a husband is countered by sexual self-confidence. Being without a husband does not mean they will go without men".

Post Feminism and popular culture - Lads Mags

http://www.dailymail.co.uk/debate/article-1274095/JAN-MOIR-Lads-mags-toxic-culture-treats-women-like-meat.html

"We are witness to a hyper-culture of commercial sexuality, one aspect of which is the repudiation of a feminism invoked only to be summarily dismissed".

"As a mark of a post-feminist identity young women journalists refuse to condemn the enormous growth of lap dancing clubs despite the opportunities available for them to do so across the media".

Post Feminism and popular culture - Citroen Car Advert

"This advert appears to suggest that yes, this is a self-consciously “sexist ad,” feminist critiques of it are deliberately evoked".

"the shadow of disapproval is introduced (the striptease as site of female exploitation),only instantly to be dismissed as belonging to the past, to a time when feminists used to object to such imagery. To make such an objection nowadays would run the risk of ridicule".

Post Feminism and popular culture - Wonderbra

"The Wonderbra advert showing the model Eva Herzigova looking down admiringly at her substantial cleavage enhanced by the lacy pyrotechnics of the Wonderbra, was through the mid-1990s positioned in major high street locations in the UK on full size billboards."


"It was, in a sense, taking feminism into account by showing it to be a thing of the past, by provocatively “enacting sexism” while at the same time playing with those debates in film theory about women as the object of the gaze"

Post Feminism and popular culture - Bridget Jones's Diary

"My argument is that post-feminism positively draws on and invokes
feminism as that which can be taken into account, to suggest that equality is achieved,
in order to install a whole repertoire of new meanings which emphasise that it is no
longer needed, it is a spent force. This was most vivid in The Independent (UK) newspaper
column Bridget Jones’s Diary"

"Gentle denunciations of feminism (as in the film Bridget Jones’s Diary) co-exists however with the shrill championing of young women as a “metaphor for social change” on the pages of the right wing press in the UK, in particular the Daily Mail."

Understanding post feminism: The four concepts:

1) Post feminism as a backlash to feminism: This concept points out that women are past the gender wars and have almost reached equality with men.

2) Positive look at feminism: Post feminism is now widely accepted in society and looked at in a more positive light.

3) Post feminism as a colloquialism: Though being looked down upon, it is still present in society and moe modernised.

4) The ambiguity of the prefix post: This concept explores the question of if feminism has been achieved or has died with equality between the genders unstable.