Bridget Jones’s Baby film. It becomes very popular. Inspired by Pride and Prejudice – believe in the idea that we are meant to be with just one person, our soul mate. The difference is that Bridget Jones films are taught in the sense of Postfeminism.

Cultural Sentiment 

  • Structure of feeling
  • Disavowal of feminism
  • Femininity as bodily property
  • Individualism


Feminism is represented in stereotypes (they are ugly, they hate men, they do not shave). It is shown as social stigma or a joke – we are meant to understand the irony.

“I am NOT a feminist, BUT…”


We can see this presented in consumer culture as well.  Feminism as unnecessary – what else women want? OR dangerous – stay away from feminist. Feminism gone too far – ‘Freeze your eggs, free your career’.

Biological essentialism – there is return to traditional values through the notion that men and women are fundamentally different. Heterosexist – reproduced ideas are problematic for both men and women. Men being attracted by women with bigger hips, because they would be better in birth giving, etc.


What your body can do?

Successful body becomes representation of successful self.

Massive contradiction – do not forget how incredible you are… advertised by diet company.



Freedom, choice and empowerment > commodity. If you choose wrong, it is your fault, not the society.

Our subjectivity become understandable through market terminology.


Feminism being told as dominant – white, western, middle-class, empowered

Postfeminist subject.

#Bring our girls back

Form of clicktivism. The # will not bring them back. Famous people become more visible than the girls. Misrepresentation. Africa is not a country; it is a continent. There is blank view on whole continent. Western feminist going to ‘save’ the native.


Consumer culture itself does not discriminate. It is from us, from our culture. We cannot disconnect different topic; we cannot understand single thing separate from others – genders, feminism, education, religion, etc. Topics overlap.

‘There is no such things as a single-issue struggle because we do not live single-issue lives.’

– Audre Lorde


Intersectional Analysis

Multiple axis of differentiation – economic, political, cultural, psychic, etc. Problematizing Whiteness – whiteness as an ‘invisible’ signifier – is nameless:

black man stole ≠ a man stole = a white man stole

Power reasserts itself in complex ways – racial hierarchy.


Beyoncé as icon of black postfeminist.

  • What does Beyoncé represent?

She represents the way how white people see black people, what is the idea that white people have about ‘afro’ culture

  • How her self-representation challenge and reinforce postfeminist?

She creates a contrast between what we think is ‘female’ acting and ‘non-female’ acting – the ‘lady’ part and the ‘gangster’ part. Contrast between black and white – the music and dance performance we are used to perceive from ‘black’ people. Also there is contrast between that piece of art and her previous ones – like her music is contemporary, it is for the white people, part of the American pop culture

With this video tries to say to women to come out and show themselves. The world is not only for men, that we are women and have to be part of it, too.

  • Why is Beyoncé’s race made problematic?

Her personal qualities and idealistic presentation make people to perceive her in positive way.



Cultural Intelligibility

Recognition as a subject within symbolic. Have to draw on cultural norms and discourses to perform identity. Means careful negotiation for non-white, non-Western, non-hetero working class.

Cultural norms. Desire and pressure to fit in this frame. There are differences in the context. Taking something, adopting it from somewhere – cultural hybrids – but changes it in some terms.

High expectation in career – high expectation in private life – modern independent woman


Historical context

Open door policy – economic neoliberalism and socialism; free trade; opening to the world. Changing gender relations – ‘feminism’ as state policy, so different ‘postfeminism’.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s