Commodifying feminism : Economic choice and agency in the context of lifestyle influencers and gender equality consultant
(2021) In Gender, Work and Organization 28(3). p.1059-1078- Abstract
- Feminism has become a recurrent ingredient in many women's narratives of their selves and is regularly appearing as an important aspect of women's success, happiness and self‐realization. The development has been criticized for upholding a view in which structural inequalities are explained in terms of individual choices; choice feminism. This article examines two professional groups, lifestyle influencers and gender equality consultants. The purpose is to examine how questions of feminism, choice and entrepreneurship are made sense of in these contexts. The article situates the interviewees' explanations in fourth, or even fifth wave feminism to examine whether the embrace of choices till relies on a critique of gender structures and... (More)
- Feminism has become a recurrent ingredient in many women's narratives of their selves and is regularly appearing as an important aspect of women's success, happiness and self‐realization. The development has been criticized for upholding a view in which structural inequalities are explained in terms of individual choices; choice feminism. This article examines two professional groups, lifestyle influencers and gender equality consultants. The purpose is to examine how questions of feminism, choice and entrepreneurship are made sense of in these contexts. The article situates the interviewees' explanations in fourth, or even fifth wave feminism to examine whether the embrace of choices till relies on a critique of gender structures and inequalities. Both the consultants and the influencers felt that entrepreneurial success had changed the way society viewed them. The appeal of ‘choice’ was an outcome of a perceived lack of choice, a matter of performing resistance to the culturally defined choices these individuals felt were presented to them. The article contributes to an understanding of the shifting meanings and forms feminism takes in social media and commercial market settings and what it is that these individuals find appealing in addressing individual success as a feminist victory. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/18d52d07-04c3-4779-9b74-e3f363b42892
- author
- Petersson McIntyre, Magdalena LU
- publishing date
- 2021
- type
- Contribution to journal
- publication status
- published
- subject
- in
- Gender, Work and Organization
- volume
- 28
- issue
- 3
- pages
- 20 pages
- publisher
- Wiley-Blackwell
- ISSN
- 1468-0432
- DOI
- 10.1111/gwao.12627
- language
- English
- LU publication?
- no
- id
- 18d52d07-04c3-4779-9b74-e3f363b42892
- date added to LUP
- 2024-05-31 17:03:31
- date last changed
- 2024-06-17 12:46:34
@article{18d52d07-04c3-4779-9b74-e3f363b42892,
abstract = {{Feminism has become a recurrent ingredient in many women's narratives of their selves and is regularly appearing as an important aspect of women's success, happiness and self‐realization. The development has been criticized for upholding a view in which structural inequalities are explained in terms of individual choices; choice feminism. This article examines two professional groups, lifestyle influencers and gender equality consultants. The purpose is to examine how questions of feminism, choice and entrepreneurship are made sense of in these contexts. The article situates the interviewees' explanations in fourth, or even fifth wave feminism to examine whether the embrace of choices till relies on a critique of gender structures and inequalities. Both the consultants and the influencers felt that entrepreneurial success had changed the way society viewed them. The appeal of ‘choice’ was an outcome of a perceived lack of choice, a matter of performing resistance to the culturally defined choices these individuals felt were presented to them. The article contributes to an understanding of the shifting meanings and forms feminism takes in social media and commercial market settings and what it is that these individuals find appealing in addressing individual success as a feminist victory.}},
author = {{Petersson McIntyre, Magdalena}},
issn = {{1468-0432}},
language = {{eng}},
number = {{3}},
pages = {{1059--1078}},
publisher = {{Wiley-Blackwell}},
series = {{Gender, Work and Organization}},
title = {{Commodifying feminism : Economic choice and agency in the context of lifestyle influencers and gender equality consultant}},
url = {{https://lup.lub.lu.se/search/files/188322394/Commodfying_feminism.pdf}},
doi = {{10.1111/gwao.12627}},
volume = {{28}},
year = {{2021}},
}