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
Resource Information
The item Cashing in on "girl power" : the commodification of postfeminist ideals in advertising, by Mary Jane Rogers represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in Missouri University of Science & Technology Library.This item is available to borrow from all library branches.
Resource Information
The item Cashing in on "girl power" : the commodification of postfeminist ideals in advertising, by Mary Jane Rogers represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in Missouri University of Science & Technology Library.
This item is available to borrow from all library branches.
- 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
- Language
- eng
- Extent
- 1 online resource (v, 86 pages)
- Note
-
- Field of study: Journalism
- Dr. Cristina Mislán, Thesis Supervisor
- 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
- 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
- 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
- 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
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<div class="citation" vocab="http://schema.org/"><i class="fa fa-external-link-square fa-fw"></i> Data from <span resource="http://link.library.mst.edu/portal/Cashing-in-on-girl-power--the-commodification/9RUTKW1eBRc/" typeof="Book http://bibfra.me/vocab/lite/Item"><span property="name http://bibfra.me/vocab/lite/label"><a href="http://link.library.mst.edu/portal/Cashing-in-on-girl-power--the-commodification/9RUTKW1eBRc/">Cashing in on "girl power" : the commodification of postfeminist ideals in advertising, by Mary Jane Rogers</a></span> - <span property="potentialAction" typeOf="OrganizeAction"><span property="agent" typeof="LibrarySystem http://library.link/vocab/LibrarySystem" resource="http://link.library.mst.edu/"><span property="name http://bibfra.me/vocab/lite/label"><a property="url" href="http://link.library.mst.edu/">Missouri University of Science & Technology Library</a></span></span></span></span></div>
