The multimodal nature of web pages enables them to interweave text, images, colour and other graphical material to create discursive contexts which may be difficult to identify or challenge. Multimodal discourse analysis provides a tool for deconstructing such websites. This paper examines websites that promote the growing practice of female genital cosmetic surgery, in particular labial reduction or labiaplasty. We examine the ways in which four Australian cosmetic surgery websites normalise unnecessary surgical intervention. From our multimodal critical discourse analysis, three (...) themes emerged – ‘pathologising the normal’, ‘normalising modification’ and ‘cosmetic surgery is easy’. All were embedded in a neoliberal discourse of individual choice, self-improvement and objectification, through text and images that medicalised normal women's bodies, normalised the use of surgery to fit a cultural ideal of beauty and stressed the rhetoric of choice, empowerment and agency, thus creating an ideological foundation and justification for cosmetic surgery. (shrink)

We examine the emergence of the ‘postfeminist’ sensibility from feminist theory and praxis, and its relation and relevance to education. Analytical frameworks such as postfeminism and intersectionality have given equal weight to recognition-based struggles, such as those based on sexual, racial, class-based, gender-related identities. We follow Nancy Fraser’s argument that these identity-based movements have been co-opted by neoliberal politicians and bureaucratic policy-makers, and become a divide and rule strategy, neglecting the subjugating power of capital. Beginning with third-wave feminism’s emphasis on (...) individual identity, women’s struggles have been become a part of the greater parisitic neoliberal project. We consider the implications of this docile and domesticated feminism for the education of women. (shrink)