The Resource Cashing in on "girl power" : the commodification of postfeminist ideals in advertising, by Mary Jane Rogers

Cashing in on "girl power" : the commodification of postfeminist ideals in advertising, by Mary Jane Rogers

Label
Cashing in on "girl power" : the commodification of postfeminist ideals in advertising
Title
Cashing in on "girl power"
Title remainder
the commodification of postfeminist ideals in advertising
Statement of responsibility
by Mary Jane Rogers
Creator
Contributor
Author
Degree supervisor
Subject
Genre
Language
eng
Summary
Over the last decade, fem-vertising, Girl Power rhetoric, feminist consumerism and commodity feminism have proliferated in advertising. This study analyzes key literature regarding how Corporate Social Responsibility (CSR) and cause marketing incorporate postfeminist and neoliberal theory into marketing campaigns to encourage women to consume brands as a sign of their independence and power. This research, conducted as qualitative focus group analyses, examines how groups of racially diverse collegeaged women define feminism and the modern empowered woman, how they connect and react to advertisements using women's empowerment as a selling point, and how they feel about the portrayal of race in these advertisements. Through this research, it became clear that race matters when discussing these advertisements. Definitions of feminism depended on participants' race, and racial diversity in the advertisements was a powerful motivator, especially for women of color. The advertisements using feminist rhetoric were deemed empowering, but not feminist, and participants were ultimately skeptical of corporations promoting feminist politics. However, they struggled to imagine a better alternative, and accepted that it was their responsibility to purchase from companies that represented their values. Overall, participants reinforced the use of a neoliberal lens to understand postfeminist advertising. Keywords: commodity feminism, postfeminism, neoliberalism, cause marketing, Corporate Social Responsibility (CSR), intersectionality
Cataloging source
MUU
http://library.link/vocab/creatorName
Rogers, Mary Jane
Degree
M.A.
Dissertation note
Thesis
Dissertation year
2017.
Government publication
government publication of a state province territory dependency etc
Granting institution
University of Missouri--Columbia
Index
no index present
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
  • theses
http://library.link/vocab/relatedWorkOrContributorDate
1984-
http://library.link/vocab/relatedWorkOrContributorName
Mislán, Cristina
Label
Cashing in on "girl power" : the commodification of postfeminist ideals in advertising, by Mary Jane Rogers
Instantiates
Publication
Copyright
Note
  • Field of study: Journalism
  • Dr. Cristina Mislán, Thesis Supervisor
Bibliography note
Includes bibliographical references (pages 69-74)
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
1099527320
Extent
1 online resource (v, 86 pages)
Form of item
online
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Specific material designation
remote
System control number
(OCoLC)1099527320
Label
Cashing in on "girl power" : the commodification of postfeminist ideals in advertising, by Mary Jane Rogers
Publication
Copyright
Note
  • Field of study: Journalism
  • Dr. Cristina Mislán, Thesis Supervisor
Bibliography note
Includes bibliographical references (pages 69-74)
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
1099527320
Extent
1 online resource (v, 86 pages)
Form of item
online
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Specific material designation
remote
System control number
(OCoLC)1099527320

Library Locations

  • Curtis Laws Wilson LibraryBorrow it
    400 West 14th Street, Rolla, MO, 65409, US
    37.955220 -91.772210
  • Missouri University of Science & Technology Library DepositoryBorrow it
    2908 Lemone Blvd, Columbia, MO, 65201, US
    38.919360 -92.291620
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