- Title
- Hijacking feminism: representations of the new woman in South African television advertising practice
- Creator
- Klokow, Nicole Ann
- Subject
- Feminism and mass media -- South Africa
- Subject
- Television advertising -- South Africa
- Date Issued
- 2005
- Date
- 2005
- Type
- Thesis
- Type
- Masters
- Type
- MA
- Identifier
- vital:8372
- Identifier
- http://hdl.handle.net/10948/381
- Identifier
- Feminism and mass media -- South Africa
- Identifier
- Television advertising -- South Africa
- Description
- This study examines the extent to which feminism has been appropriated by the consumer culture. As the relationship between consumerism and patriarchy continues to dominate global economic and social practices, this appropriation points to a denial of the social and political importance of the feminist movement. An acknowledgement of our own complicity in the perpetuation of a sexist, racist and classist ideology – along with an understanding of the complicity of the media – is crucial in explaining relations of domination within our society (Thompson 1990). A study of television advertising practice allows us to “explore meaning as a social product, enmeshed in webs of power” (Jordan and Wheedon 1995:543). Consumer ‘freedom’ is the compulsory freedom (Slater 1997), as we buy as many symbols as products. This study shows that for all the ‘strides’ feminism has made, media images of women are largely traditional, prescriptive (although an ironic distance is often implied) or overtly sexualised. Feminism is never mentioned, as women’s gains are presented as ahistorical in a ‘post-feminist’ world. Third wave feminism is an attempt to embrace all feminisms and feminists, working to inject some substance and truth behind advertising’s feminist veneer.
- Format
- 66 leaves
- Format
- Publisher
- Nelson Mandela Metropolitan University
- Publisher
- Faculty of Arts
- Language
- English
- Rights
- Nelson Mandela Metropolitan University
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NMMU School of Language, Media and Culture
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