The Cultural Politics of Femvertising

This book addresses the merits and limitations of femvertising, explores the operations of advertising and commodity feminism in a global context, and presents case studies from Anglo-American, South American and East Asian national contexts. The range of topics include the femvertising of beauty products, contraception, lingerie, breast cancer awareness, financial services and corporate branding. Focusing on the ways in which neoliberalism and postfeminism interact with foundational issues of feminist politics, the chapters in this book situate global femvertising as a complex and exciting advertising strategy which holds the potential for social change amidst an uneasy cohabitation with capitalism and commercial culture. Joel Gwynne teaches cultural studies and gender at the National Institute of Education, Singapore, where is also the Programme Leader for the MEd in English. He is the author and editor of several books on gender, cultural studies and film, including Erotic Memoirs and Postfeminism: The Politics of Pleasure (Palgrave Macmillan, 2013), Postfeminism and Contemporary Hollywood Cinema (Palgrave Macmillan, 2013), and Ageing, Popular Culture and Contemporary Feminism: Harleys and Hormones (Palgrave Macmillan, 2014).

Auteur

Joel Gwynne teaches cultural studies and gender at the National Institute of Education, Singapore, where is also the Programme Leader for the MEd in English. He is the author and editor of several books on gender, cultural studies and film, including Erotic Memoirs and Postfeminism: The Politics of Pleasure (Palgrave Macmillan, 2013), Postfeminism and Contemporary Hollywood Cinema (Palgrave Macmillan, 2013), and Ageing, Popular Culture and Contemporary Feminism: Harleys and Hormones (Palgrave Macmillan, 2014).

Contenu

1. Introduction - Joel Gwynne, Associate Professor, National Institute of Education, Singapore Section 1: Anglo-America 2. "We are what we do": Postfeminism and Nostalgia in Bank Femvertising - Jessica Martin, Teaching Fellow, University of Leeds, United Kingdom3. What does it take to be 'Savage'?: Diversity, Empowerment and Representation in Rihanna's Savage x Fenty Fashion Show - Jane Lian, Teaching Scholar, and Joel Gwynne, National Institute of Education, Singapore

4. The Impact of Femvertising on Pink Breast Cancer Products in Australia - Catarina Agostino, Doctoral Candidate, University of Wollongong, Australia Dr Renee Middlemost, Lecturer in Communication and Media at the University of Wollongong, Australia

5. "Stay woke. Make moves" Branding for a Feminist Future Amidst Pandemic Precarity - Hannah Curran-Troop, Doctoral Candidate, Rosalind Gill, Professor, and Jo Littler, Professor, City University, United Kingdom
6. 'Selling Productivity: Neoliberal Femvertising & StudyTube' - Rachel Phillips, Doctoral Candidate, Cardiff University

Section 2: East Asia

7.Victoria's Secret Goes to China: The Failed Promise of Empowerment - Xintong Jia, Doctoral Candidate, City University, United Kingdom

8. Intergenerational Feminist Awareness and Femininity in South Korean Femvertising - Hyejin Jo, Doctoral Candidate, Simon Fraser University, Canada 9. Empowerment in the Pills: Reproductive Rights and Postfeminist Rage in Modern China - Runchao Liu, Doctoral Candidate, University of Minnesota, Shui Huang, Postdoctoral Fellow at University of Minnesota-Twin Cities, USA 10. Glocalization, Marketization and Politicisation: Femvertising at the Crossroads in China - Yan Wu, Associate Professor, Swansea University, United Kingdom, Jingjing Duan, Professor, Communication University of China, People's Republic of China Section 3: South America 11. Femvertising and Commodity Feminism in the Brazilian Context - Soraya Maria Bernardino Barreto Januario, Adjunct Professor, University Federal of Pernambuco, Brazil 12. The Femvertising of Beauty: Rhinoplasty of the 'Negroid' Nose in Brazil - Carole Myers, Doctoral Candidate, University of Manchester