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020 |a9783030991548|9978-3-030-99154-8
024 7 |a10.1007/978-3-030-99154-8|2doi
041 |aeng
049 |aTürk Dil Kurumu Kütüphanesi
050 4|aP94.6-.65
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072 7|aSOC052000|2bisacsh
072 7|aJBCT|2thema
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090 |aEK/4885
245 14|aThe Cultural Politics of Femvertising|h[electronic resource] :|bSelling Empowerment /|cedited by Joel Gwynne.
250 |a1st ed. 2022.
264 1|aCham :|bSpringer International Publishing :|bImprint: Palgrave Macmillan,|c2022.
300 |aXI, 237 p. 10 illus.|bonline resource.
336 |atext|btxt|2rdacontent
337 |acomputer|bc|2rdamedia
338 |aonline resource|bcr|2rdacarrier
347 |atext file|bPDF|2rda
490 1 |aPalgrave Studies in (Re)Presenting Gender,|x2662-9372
505 0 |a1. Introduction -- Part I. East Asia -- 2. Victoria’s Secret Goes to China: The Failed Promise of Empowerment -- 3. “Beauty is Growing Up”: A Critical Case Study of Femvertising in Contemporary South Korea -- 4. Empowerment in the Pills: Reproductive Rights Postfeminist Rage in Modern China -- 5. Glocalization, Marketization and Politicisation: Femvertising at a Crossroad in China -- Part II. Anglo-America -- 6. What does it take to be ‘Savage’?: Diversity, Empowerment and Representation in Rihanna’s Savage x Fenty Fashion Show -- 7. The Impact of Femvertising on Pink Breast Cancer Products in Australia -- 8. “Stay woke. Make moves” Branding for a Feminist Future Amidst Pandemic Precarity -- 9. “We Are What We Do”: Postfeminism and Nostalgia in Bank Femvertising -- Part III. South America -- 10. The Femvertising of Beauty: Rhinoplasty of the Negroid Nose in Brazil -- 11. Femvertising and Commodity Feminism: The Brazilian Context. .
520 |aThis 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).
650 0|aMass media and culture.
650 0|aGender identity in mass media.
650 0|aSex.
650 0|aCulture|xStudy and teaching.
650 0|aPopular Culture.
650 14|aMedia Culture.
650 24|aMedia and Gender.
650 24|aGender Studies.
650 24|aVisual Culture.
650 24|aPopular Culture.
700 1 |aGwynne, Joel.|eeditor.|4edt|4http://id.loc.gov/vocabulary/relators/edt
710 2 |aSpringerLink (Online service)
773 0 |tSpringer Nature eBook
776 08|iPrinted edition:|z9783030991531
776 08|iPrinted edition:|z9783030991555
776 08|iPrinted edition:|z9783030991562
830 0|aPalgrave Studies in (Re)Presenting Gender,|x2662-9372
856 40|uhttps://doi.org/10.1007/978-3-030-99154-8
912 |aZDB-2-LCM
912 |aZDB-2-SXL
950 |aLiterature, Cultural and Media Studies (SpringerNature-41173)
950 |aLiterature, Cultural and Media Studies (R0) (SpringerNature-43723)