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)

In the context of the perpetual reproduction of consumerism in contemporary western societies, the varied and often contradictory principles of third wave feminism have been misunderstood or redefined by the dominant economic discourse of the markets. The lack of homogeneity in the theoretical debates of the third wave feminism seems to be a vulnerable point in the appropriation of its emancipatory ideals by the post-modern consumerist narratives. The beauty norm, particularly, brings the most problematic questions forth in the contemporary feminist (...) dialogues. In this paper I will examine the validity of the concept of empowerment through practices of the body, practices that constitute the socially legitimized identity of women in a consumerist western society. My thesis is that the beauty norm is constructed as a socio-political instrument in order to preserve the old, patriarchal regulation of women’s bodies. Due to the power of invisibility of the new mechanisms of social control and subjection, the consumerist discourse offers the most effective political tool for gender inequality and a complex discussion about free will and emancipation in third wave feminism debates. This delicate theoretical issues question not only the existent social order, but the very political purposes of contemporary feminism. (shrink)

The Nike Foundation’s flagship corporate social responsibility campaign, ‘The Girl Effect’, has generated support for targeted investments in adolescent girls as the ‘key’ economic development in the global south. As a representational regime, the campaign is an example of an increasingly hegemonic discourse of global girl power via formal education. In an era of ‘sexualisation moral panic’ regarding representations of contemporary young female sexual subjectivities in the global north, this article considers ideological figurings of adolescent female sexual embodiment in the (...) global south through a discursive analysis of the campaign’s three most popular viral videos. (shrink)

With the publication of Sheryl Sandberg’s book Lean In: Women, Work, and the Will to Lead, popular media debates about gender equality gained additional fuel. However, the popularisation of feminist discourses in digital media has not brought substantial political change. In this article, I demonstrate how famous working mothers like Sandberg and Tina Fey provide accounts of their difficulties with identifying as ‘women who have it all’, although they are often perceived in such terms. I propose the framework of affective (...) dissonance to describe the discrepancy between their own sense of self and the public perception of them as ‘women who have it all’. I argue that both Sandberg and Fey fail to contribute to a renewed political feminism because they disavow their experience of affective dissonance, rather than actualising its political potential. These ‘women who have it all’ are entrenched in postfeminist neoliberal discourses of choice and agency, which locks them in frameworks of identity politics, foreclosing the possibility of an ethics of solidarity necessary for a feminist movement that might produce political transformation. (shrink)

This article employs Foucauldian and feminist analytics to advance a critical approach to wearable digital health- and activity-tracking devices. Following Foucault’s insight that the growth of individual capabilities coincides with the intensification of power relations, I argue that digital self-tracking devices (DSTDs) expand individuals’ capacity for self-knowledge and self-care at the same time that they facilitate unprecedented levels of biometric surveillance, extend the regulatory mechanisms of both public health and fashion/beauty authorities, and enable increasingly rigorous body projects devoted to the (...) attainment of normative femininity. These technologies of surveillance, normalization, and discipline thus function to augment, and facilitate the cooperation of, neoliberal-era biopower and post-feminist patriarchal power. My analysis of digital self-tracking devices’ instrumentality to biopower and patriarchy contributes to the emergent field of critical digital health studies and builds new connections between political, social, and feminist theories of embodiment; biopower studies; fat studies; and trans-disciplinary body studies. (shrink)

Early onset puberty is increasingly prevalent among girls globally according to many scientists and clinicians. In the medical and scientific literature early sexual development is described as a problem for girls and as a frightening prospect for parents. News media and popular environmentalist accounts amplify these figurations, raising powerful concerns about the sexual predation of early developing girls by men and boys and the loss of childhood innocence. In this article the author frames one feminist approach to early puberty, arguing (...) that feminist theorists should both take scientific work around population changes in sexual development seriously and use their critical skills to unpick and challenge the discourses constituting early development as a matter of concern. The author suggests that contemporary academic and policy debates on the ‘sexualization’ of girls have important resonance for critical explorations of early puberty. These debates currently pay little attention to the physiological aspects of sexual development and could be enriched by so doing. As in the case of ‘sexualization’, issues of class, racialization and agency are central to understanding and challenging normative concerns about girls’ early sexual development. (shrink)

Whereas much has been written about migrants’ visibility, the multiple and complex layers of migrants’ invisibility invite further exploration. Migrants’ in/visibility is not clear-cut: it differs across various locations and, as such, demands a comparative, intersectional analysis. This paper seeks to explore it by investigating how recent migrants make sense of their own appearance, as well as those of others they encounter in their new places of residence. Specifically, I inquire into the notion of femininity as it is performed and (...) perceived by Polish migrant mothers living in German and British cities. I discuss whose performances of femininity are visible and whose femininity is rendered invisible in the eyes of my research participants, and what implications this may carry for urban and migration research. Strikingly, the women I interviewed only seem to recognise white British and German women's performances of femininity for what they are. Non-white and Muslim femininities remain, at best, invisible or, in the not infrequent cases of racism and Islamophobia, are stripped not only of their unique gendered features, but of humanity altogether. As seemingly peaceful interactions in urban space do not exclude privately harboured racial, ethnic, religious and class prejudice, a feminist revision of encounters with diversity provides valuable insight into the structure of such metropolitan paradoxes, yielding new understandings of how racism, classism and sexism persist alongside ostensibly inclusive urban cultures. (shrink)

Since the start of the new millennium in the UK, a range of new feminist activities – national networks, issue-specific campaigns, local groups, festivals, magazines and blogs – have been formed by a new constituency of mostly younger women and men. These new feminist activities, which we term ‘third-wave’ feminism, have emerged in a ‘post-feminist’ context, in which feminism is considered dead or unnecessary, and where younger feminists, if represented at all, are often dismissed as insufficiently political. Representations of North (...) American third-wave feminism are brought into play in these criticisms of the UK third wave, and insufficient attention has been paid to the distinctiveness of the UK contexts. Drawing on data from a survey of 1265 people involved in post-2000 forms of feminism and semi-structured interviews with thirty feminist activists, the article sketches out the contours of the contemporary feminist movement and its activists, activism and priorities. It attends to differences and similarities between second and third waves, and situates contemporary UK feminism in its distinctive UK context. Arguing that feminism is both alive and relevant for significant numbers of people in the UK today, the article interrogates younger feminists’ reluctance to use the term ‘third-wave feminism’ to describe themselves, attributing this reluctance to ambivalent and cynical representations of the third wave in academic literature and the popular media. (shrink)

Drawing on empirical research from two focus groups, this article investigates the narratives and discourses that emerged around pregnancy, technology, birth and motherhood. In so doing, the article engages in some long-standing debates within feminism around embodied and maternal subjectivity, agency and identity. Seen here, the focus groups serve initially to remind us of the pervasiveness of gender inequality and the continual ambiguity of, and anxieties around, maternal subjectivity. The focus groups reconfigure these issues through a technological lens, which in (...) turn seems to offer new spaces where agency can be (momentarily, problematically) claimed. This in turn extends existing debates in new directions through the particular framework of technology that is variously figured here as an object, as information and as imaginary digital space. All of these constructions, however, become problematic as they—despite their promises—nevertheless ultimately and profoundly return the women to an emplaced, embodied subjectivity that has been at the heart of feminist debate for so long. (shrink)

How do teenage girls articulate sexism in an era where gender injustice has been constructed as a thing of the past? Our article addresses this question by qualitatively exploring Canadian girls’ experiences of being caught between the postfeminist belief that gender equality has been achieved and the realities of their lives in school, which include incidents of sexism in their classrooms, their social worlds, and their projected futures. This analysis takes place in relation to two celebratory postfeminist narratives: Girl Power, (...) where girls are told they can do, be, and have anything they want, and Successful Girls, where girls are told they are surpassing boys in schools and workplaces. We argue that these postfeminist narratives have made naming sexism in schools difficult for girls because they are now seen to “have it all.” Utilizing Foucault’s law of the tactical polyvalence of discourse, this article analyzes girls’ contradictory engagement with postfeminism in order to both show its importance in girls’ lives, and its instability as a narrative that can adequately explain gender injustice. (shrink)

Miley Cyrus has increasingly occupied debates at the centre of feminist engagements with popular culture. Evoking concerns around young women and ‘sexualisation’, Cyrus emerges as a convergent signifier of sexualised media content and the girl-at-risk. As Cyrus is repeatedly invoked in these debates, she comes to function as the bad object of young femininity. Arguing, however, that Cyrus troubles the sexualisation thesis in the provocations of her creative practice, I suggest that this contested media figure exceeds the frames through which (...) she is read. Thus, I ask: what kinds of insights might be possible if we were to transform the terms on which we approach this figure? Considering a selection of the images and performances that constitute the Cyrus archive, this article proposes a reading of Cyrus as performative provocation. Mobilising an existing sensibility of queer feminist struggle, Cyrus emerges as a disruptive, albeit contradictory, figure. Questions of privilege, limit and possibility emerge in this discussion, as well as what constitutes feminist struggle. (shrink)

This article explores shifts in feminist and postfeminist discourse on sexuality using two influential novels about women’s sexual agency and empowerment as a case in point. The first novel, Häutungen [Shedding], appeared in the mid-1970s at the peak of the New German Women’s Movement and went on to become one of the most important feminist fictional texts. The second novel, Feuchtgebiete [Wetlands] was published in 2008 in the wake of what has been called postfeminism. Both books are discovery narratives about (...) young women coming of age and both have been heralded by the media as having ruptured sexual taboos and old ways of talking about women’s bodies and sexuality. In different ways, both have also been influential in feminist and postfeminist debates about the possibilities for empowering women as sexual subjects. Both texts show how fiction can draw upon and help shape a transgressive sexual politics, making it instrumental in women’s sexual empowerment. In this article, we examine the resonances and the differences between these two texts, paying particular attention to the kind of narratives that are produced and how in each case a sexual subject is constructed in and through the text. Specific exclusions in terms of race, ethnicity, class, and sexuality are explored, as well as the sexual political strategies that each text generates with an eye toward the possibilities each creates for women’s sexual (dis)empowerment and critique of normalised sexuality. (shrink)

Stories and images of successful career women and support for women’s advancement in working life have become hallmarks of contemporary postfeminist media culture, and especially of women’s magazines such as Cosmopolitan. While in previous research these features have been seen as signs for a new, popular feminism, more recently they have also been connected to the growing hegemony of neoliberal governance, a mode of power that ultimately aims at the economization of the social and is fundamentally exercised in and through (...) discourse. The aim of this article is to investigate further the interconnectedness of these two phenomena, postfeminism and neoliberalism, in the domain of work, using the example of the German edition of Cosmopolitan. For a detailed and multilayered investigation the study draws on linguistically oriented discourse analysis, focusing on the operation of a ‘discourse of postfeminist self-management’. The examination shows how this discourse, while on the one hand evoking an ethos of feminist engagement, on the other seeks to guide readers to mould themselves into a version of the entrepreneurial self required by the neoliberalized world of work. (shrink)