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dc.contributor.advisorMisl�n, Cristina, 1984-eng
dc.contributor.authorRogers, Mary Jane (Mary Jane Allison)eng
dc.date.issued2017eng
dc.date.submitted2017 Falleng
dc.descriptionField of study: Journalism.eng
dc.descriptionDr. Cristina Misl�n, Thesis Supervisor.eng
dc.description"December 2017."eng
dc.description.abstractOver the last decade, fem-vertising, Girl Power rhetoric, feminist consumerism and commodity feminism have proliferated in advertising. This study analyzes key literature regarding how Corporate Social Responsibility (CSR) and cause marketing incorporate postfeminist and neoliberal theory into marketing campaigns to encourage women to consume brands as a sign of their independence and power. This research, conducted as qualitative focus group analyses, examines how groups of racially diverse collegeaged women define feminism and the modern empowered woman, how they connect and react to advertisements using women's empowerment as a selling point, and how they feel about the portrayal of race in these advertisements. Through this research, it became clear that race matters when discussing these advertisements. Definitions of feminism depended on participants' race, and racial diversity in the advertisements was a powerful motivator, especially for women of color. The advertisements using feminist rhetoric were deemed empowering, but not feminist, and participants were ultimately skeptical of corporations promoting feminist politics. However, they struggled to imagine a better alternative, and accepted that it was their responsibility to purchase from companies that represented their values. Overall, participants reinforced the use of a neoliberal lens to understand postfeminist advertising. Keywords: commodity feminism, postfeminism, neoliberalism, cause marketing, Corporate Social Responsibility (CSR), intersectionalityeng
dc.description.bibrefIncludes bibliographical references (pages 69-74).eng
dc.format.extent1 online resource (v, 86 pages)eng
dc.identifier.merlinb129200542eng
dc.identifier.oclc1099527320eng
dc.identifier.urihttps://hdl.handle.net/10355/63569
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcollectionUniversity of Missouri--Columbia. Graduate School. Theses and Dissertationseng
dc.sourceSubmited to University of Missouri--Columbia Graduate School.eng
dc.titleCashing in on girl power : the commodification of postfeminist ideals in advertisingeng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantor[University of Missouri--Columbia]eng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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