Feminist and the values can be commonly understood as the fight for gender equality, the rights of women in a patriarchal society. It has always been easy for men over the years where they have always been in a position of power and play important decision making roles. With the first wave of feminism in the 1920s, activists fought for the rights of women where they should be allowed to vote and have jobs. Between the 1960s to 1970s, the second wave of feminism happened. It was the equal rights movement.
Post feminism is no longer a struggle of equality as feminism has already achieved its aim. Feminism has helped paved the way for women to look forward and now, aspire to achieve their goals and dreams without being held back by society’s dated expectations. In this week’s reading on Individualism, post feminism and female subjectivity in consumerist China, Li mentions “The fashion model has become the ultimate archetype of beauty, dominating the iconography of women … fashion and fashion models are essential to the manufacturing of both modern women and modern lifestyles (1998, pp.80)(Thornham and Pengpeng, pp.196). No longer do women belong in the kitchen but are gracing on magazines covers and flaunting their beauty, as some sort of way of female empowerment. Now other women are looking at covers, advertisements, billboards etc. admiring and wishing they could be like them just like the interviews published in the readings. In McRobbie’s reading, she highlights that “media has become the key site for defining codes of sexual conduct” (pp.354). This is similar to how the girls interviewed, look up to models who grace the magazine covers. Feminism, in a way, has been a thing of the past. This is done by “provocatively ‘enacting sexism’ while at the same time playing with those debates in film theory about women as the object of the gaze and even with female desire” (McRobbie, pp. 354). Females are empowered and they look up to each other as role models, to become better women.
This article talks about the way media influences the ‘post-feminism’ movement by choosing and limiting the information presented in it’s products. Also that the products the media presents encourages per-say an attitude towards feminism – either anti or pro – and that this directly influences the movement politically.