Umeå University's logo

umu.sePublikasjoner
Endre søk
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Selling feminist stories: popular feminism, authenticity and happiness
Umeå universitet, Samhällsvetenskapliga fakulteten, Umeå centrum för genusstudier (UCGS).ORCID-id: 0000-0002-0172-2609
Mid Sweden University, Sweden.
2023 (engelsk)Inngår i: European Journal of Cultural Studies, ISSN 1367-5494, E-ISSN 1460-3551Artikkel i tidsskrift (Fagfellevurdert) Epub ahead of print
Abstract [en]

By interviewing Swedish feminist activists who sell commodities to serve feminist purposes, this study focuses on how they articulate their engagement and make it intelligible. To untangle how articulations about feminist businesses may stabilise, reshape and challenge feminist values and engagement, we use theories of popular feminism alongside discourse theory to capture its contingencies. The analysis shows that, rather than enhancing sales by the use of feminism, the interviewees articulate an interest in spreading feminism through the sale of commodities. They understand their commodities to be ‘authentic’ and ‘truly’ feminist, thereby distancing themselves from corporations that use feminism to brand their products. However, this aligns precisely with the dominant contemporary corporate branding discourse of authenticity, understood as untainted by capitalism. The interviewees want to provide their customers with confidence, a dominant trait of popular feminism, through the display of feminist expression. A quest for visibility tends to absorb political aspects, which is further illustrated in the expressed wish to avoid an aggressive, provocative or explicitly political address. Understanding popular feminism as a discursive struggle, we conclude that the domination of a happy, confidence-building feminism will render more confrontational and radical versions of feminism less visible.

sted, utgiver, år, opplag, sider
Sage Publications, 2023.
Emneord [en]
Popular feminism, instagram, feminist business, discourse, authenticity, branding
HSV kategori
Forskningsprogram
genusvetenskap
Identifikatorer
URN: urn:nbn:se:umu:diva-206552DOI: 10.1177/13675494221137371ISI: 000964089400001Scopus ID: 2-s2.0-85153610762OAI: oai:DiVA.org:umu-206552DiVA, id: diva2:1749746
Tilgjengelig fra: 2023-04-11 Laget: 2023-04-11 Sist oppdatert: 2023-05-04

Open Access i DiVA

fulltext(149 kB)360 nedlastinger
Filinformasjon
Fil FULLTEXT01.pdfFilstørrelse 149 kBChecksum SHA-512
48b32e8bd510a983ea167af2bc89c372d27d02af77fafe84c7ab1dc93456159af5c24ea389923c6ed4f281c8a3bae5b774b4d2fb76c1331fbd86cf9e152eb4ee
Type fulltextMimetype application/pdf

Andre lenker

Forlagets fulltekstScopus

Person

Lauri, Johanna

Søk i DiVA

Av forfatter/redaktør
Lauri, Johanna
Av organisasjonen
I samme tidsskrift
European Journal of Cultural Studies

Søk utenfor DiVA

GoogleGoogle Scholar
Totalt: 360 nedlastinger
Antall nedlastinger er summen av alle nedlastinger av alle fulltekster. Det kan for eksempel være tidligere versjoner som er ikke lenger tilgjengelige

doi
urn-nbn

Altmetric

doi
urn-nbn
Totalt: 264 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf