Publication: El fenómeno Femvertising: encuentros y (sobre todo) desencuentros entre el feminismo y neoliberalismo
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2020-06
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Abstract
Este trabajo pretende acercarse al fenómeno conocido como “Femvertising”, presentado y extendido como aquella publicidad que supuestamente empodera a las mujeres. Su éxito consiste precisamente en tratar de conectar con las demandas de muchas mujeres acerca de una necesaria y justa reformulación de las relaciones asimétricas de género, aunque con fines comerciales. Este trabajo se interroga acerca de las ambivalencias de este fenómeno a la hora de pensar la emancipación y empoderamiento de las mujeres y la posible resemantización que está produciendo de ambos conceptos. Paradójicamente, el femvertising apela al empoderamiento de la mujer para reproducir las relaciones asimétricas de género, y reafirma una visión androcéntrica y neoliberal que apuntala un orden social desigual. Para llevar a cabo este análisis, se ha buscado ahondar en las bases normativas del neoliberalismo y en la estrecha relación que mantiene con el sistema patriarcal universal. En concreto, se trata de analizar los imaginarios que, en una estrategia conjunta, transmiten a la sociedad sobre las mujeres. Se pretende poner de manifiesto los procesos de hipersexualización a los que se sigue sometiendo al cuerpo de las mujeres, pero también cómo este fenómeno desborda esta cuestión, y promueve que la propia subjetividad de las mujeres se ponga al servicio de las demandas del mercado. Para este cometido se adoptan conceptos analíticos como el del “capital erótico” y el postfeminismo mediático abordados en la literatura sobre esta cuestión. Por otro lado, se trata de analizar las críticas y estudios que se han llevado a cabo desde el feminismo con respecto al uso que hace la publicidad del cuerpo y las aspiraciones emancipadoras de las mujeres. Por último, el trabajo trata de analizar algunos ejemplos de publicidad que han apostado por la estrategia del “Femvertising” con el objetivo de transmitir imaginarios de mujeres más reales y diversas. Desde una perspectiva crítica, se plantean los límites borrosos y difusos entre un objetivo de empoderamiento de la mujer y la promoción del consumo y del rendimiento económico. Este trabajo profundiza en las paradojas y contradicciones de esta corriente social.
This paper pretends to approach the phenomenon known as “Femvertisng”, introduced and widespread as a kind of advertising which supposedly empowers women. Its success revolves precisely around connecting with so many women’s demands regarding a necessary and fair reformulation of the asymmetric gender relations, although it does it with commercial aims. This thesis also examines the ambivalences of this phenomenon when thinking about women’s emancipation and empowerment and the possible resemantization of both concepts that it is producing. Paradoxically, femvertising appeals to women empowerment in order to replicate the asymmetric gender relations, and it reaffirms an androcentric and neoliberal view which underpins an unfair social order. In order to accomplish this analysis, it has been pursued to delve into neoliberalism normative bases and its close relationship with the universal patriarchal system. Specifically, it involves to analyse the women imaginaries that, in a collaborative strategy, both systems transmit to the whole society. The aim is to highlight the processes of hypersexualization to which women´s body continues being subdued, but also how this phenomenon goes beyond and fosters women’s subjectivity to be placed at the service of market demands. For this purpose, some analytical concepts as “erotic capital” and media postfeminism addressed in the literature regarded to this issue are adopted. Moreover, this paper tries to analyse the studies and critics that feminism has carried out about the use of women’s body and emancipatory aspirations by advertising. Finally, this thesis pretends to analyse some advertising examples which have adopted femvertising strategy with the objective to transmit more realistic and diverse women imaginaries. From a critical perspective, the paper presents the blurred lines between the objective of empowering women and the promotion of consumption and economic performance. Thus, this thesis deepens in the paradoxes and disputes of this social trend.
This paper pretends to approach the phenomenon known as “Femvertisng”, introduced and widespread as a kind of advertising which supposedly empowers women. Its success revolves precisely around connecting with so many women’s demands regarding a necessary and fair reformulation of the asymmetric gender relations, although it does it with commercial aims. This thesis also examines the ambivalences of this phenomenon when thinking about women’s emancipation and empowerment and the possible resemantization of both concepts that it is producing. Paradoxically, femvertising appeals to women empowerment in order to replicate the asymmetric gender relations, and it reaffirms an androcentric and neoliberal view which underpins an unfair social order. In order to accomplish this analysis, it has been pursued to delve into neoliberalism normative bases and its close relationship with the universal patriarchal system. Specifically, it involves to analyse the women imaginaries that, in a collaborative strategy, both systems transmit to the whole society. The aim is to highlight the processes of hypersexualization to which women´s body continues being subdued, but also how this phenomenon goes beyond and fosters women’s subjectivity to be placed at the service of market demands. For this purpose, some analytical concepts as “erotic capital” and media postfeminism addressed in the literature regarded to this issue are adopted. Moreover, this paper tries to analyse the studies and critics that feminism has carried out about the use of women’s body and emancipatory aspirations by advertising. Finally, this thesis pretends to analyse some advertising examples which have adopted femvertising strategy with the objective to transmit more realistic and diverse women imaginaries. From a critical perspective, the paper presents the blurred lines between the objective of empowering women and the promotion of consumption and economic performance. Thus, this thesis deepens in the paradoxes and disputes of this social trend.